London
- Disaronno, the world famous Italian liqueur, has linked with
international designer Moschino for a limited edition. The bottle,
which is being introduced to capitalise on the Christmas gift-giving
and self-indulgent season, will initially be launched through travel
retail in October 2013, with speciality concept stores and then
general retail following in November.
Stefano
Battioni, General Manager of Illva Saronno
comments: ‘We were interested in the idea of linking the iconic
image of our bottle and brand to that of another, which is also
recognizable all over the world, with a specially designed Christmas
look.
Even though DISARONNO is already known for Italian
quality and style worldwide, we're always trying to reinvent
ourselves and stay fresh, which is why we decided to get involved in
the world of fashion, in particular Moschino, another dynamic brand
with an extensive Italian heritage.’
Overprinted
with a design repeating the famous Moschino red heart on a black
background, the bottle will appear in key airports from October.
‘Travel
retail was chosen as the initial launch distribution channel for the
special edition as it is such a great platform to showcase the
product,’
continues Stefano Battioni. Retailers listing the Disaronno special
edition bottle include: Heinemann, World
Duty Free,
Aldeasa, Hellenic
Duty Free Shops in Greece,
Dubai
Duty Free,
Dufry Italy
and LS
Travel Retail for the Rome Airports.
Rossella
Jardini, Moschino's Creative Director,
adds ‘Moschino
represents energy, passion, joy and positivity. The red heart has
always been one of our symbols. For Christmas we will cover the
DISARONNO bottle with hearts wishing lots of love to our friends and
theirs.’
The
initiative will also benefit the charity
Fashion for Development
(sponsored by the United Nations) through a donation of its profits
to help the development of this unique initiative in Africa.
To
celebrate this festive collaboration, the iconic Italian liqueur has
created DISARONNO Loves Sour a twist on a timeless cocktail.:
40ml
DISARONNO
15ml
lemon juice
7
muddled cranberries
shaken
and strained in a flute with no ice
Topped
with champagne
Notes to editors:
DISARONNO
DISARONNO
is a versatile drink that can be enjoyed over ice or in a number of
delicious cocktails and is available in supermarkets and off licenses
(RRP £12.99– 50cl). The amber liqueur is presented in a
rectangular glass decanter designed by an Italian craftsman.
DISARONNO
is made in Saronno, Italy, using only the highest quality natural
ingredients such as the pure essence of seventeen selected herbs and
fruits soaked in apricot kernel oil.
DISARONNO
is the world’s bestselling Italian liqueur and ranks as one of the
bestselling liqueurs worldwide.
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