Disaronno presents DISARONNO SOUR READY COCKTAIL, the first Disaronno cocktail in a can

The famous drink debuts now in on the go version, for a summer very much in the Disaronno Sour spirit

TFWA World Exhibition & Conference News:  Cannes this October brings a wave of fresh ideas on the Disaronno scene. The big news is the arrival of Disaronno Sour Ready Cocktail, the first Disaronno cocktail in a can, available to enjoy on Illva Saronno’s new stand Bay Village 19.

The unmistakable, refreshing flavour of the Disaronno Sour — one of the world’s 50 bestselling classic cocktails according to Drinks International — is now available  in a can, so making it all the easier to drink cold or pour into a glass full of ice.

“We see a huge opportunity for sales onboard airlines, particularly low cost carriers selling drinks from the bar,” says Illva Saronno international sales director Domenico Toni. “Equally for sales on ferries and cruiseships, plus F&B at airports we see a lot of potential,” he adds.

Ever alert to the latest trends, Disaronno decided to introduce innovation into the category of ready to drink beverages, in this case by launching a cocktail in a can. Ergo offering an experience comparable to savouring a refreshing Disaronno Sour — that expert mix of the famous Italian liqueur and thirst quenching lemon juice — at a bar.

With only 6% ABV in a 250ml can, Disaronno Sour Ready Cocktail is able to turn any moment into a special occasion. Adds Toni: “We look forward to welcoming customers old and new to our stand in Cannes where we have  lovely terrace this year. The time will always be right for chilling out the Disaronno Sour Ready Cocktail way.”

DISARONNO (28°)

Original taste, unique flavour. Disaronno is “the world’s favourite italian liqueur”.

Thanks to its smooth taste and unmistakable aroma, Disaronno enjoys cult status as an Italian style icon in more than 160 countries worldwide. The unique and distinctive design of the bottle and the original square cap add a sense of contemporary elegance and style. Disaronno is perfectly inviting on the rocks yet also in fine cocktails and in contemporary special Disaronno Sour version. Versatile and easily recognizable, it gives a special touch to a rich array of drinks.

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Accolade Wines comes to Cannes after a roaring success

Mud House wine leverages the British and Irish Lions in Global Travel Retail

Accolade Wines comes to TFWA World Exhibition (Red Village, J02) having recorded great success with its flagship New Zealand brand, Mud House’s sponsorship of the British & Irish Lions tour. The tournament which was held across New Zealand throughout June, was initially targeted by Accolade Wines’ domestic team in the UK, but the Travel Retail team saw a wider opportunity and used the sponsorship to help drive the Mud House brand within Travel Retail, targeting rugby fans and wine drinkers as they travelled.

The team developed a bespoke Travel Retail campaign that linked into the Lions sponsorship and gained large scale visibility in 4 major airports (London Heathrow, London Stansted, Auckland and Sydney). The campaign revolved around a new GTR exclusive, limited edition, commemorative tin for its Mud House Hill No. 5 single vineyard Sauvignon Blanc. Highly visible features and strong calls to action supported the exclusive, limited edition launch and helped encourage travellers to purchase Mud House during the months of May, June and July. Extensive sampling activities were also used to drive and engage passengers.

Rupert Firbank, Commercial Director, Accolade Wines, comments, “We wanted to raise the awareness and leverage the Mud House sponsorship of the Lions tour by targeting international passengers across several of our key airports. The introduction of an exclusive, limited edition Mud House tin and the use of large scale visuals helped to increase brand awareness, which not only increased sales for Travel Retail but also added value to our domestic market sales.”

In addition, Accolade also launched a bespoke consumer competition in partnership with Dufry, where a lucky winner from the UK who had seen Mud House in Heathrow won a trip for two to Auckland to watch the First Test of the series. Passengers were only in with a chance of winning the amazing prize if they engaged with the hashtag #PourInYourSupport where fans could share their messages of support with the Lions. 

“We wanted to launch Mud House in Dufy in a unique and exciting way, so this competition seemed like a great way to do that. This was the first multi-market Travel Retail activation that Accolade has run and we are thrilled with the results: the campaign was seen by over 3 million travelling passengers with an estimated 35,000 consumers trialling the wine through over 1200 hours of staffed sampling activity. The GTR exclusive, limited edition commemorative tin was a great success with consumers, many of whom have since asked where they can buy it in domestic!” Adds Firbank.

Building on previous branded activities in the UK, Australian and South African airports, this was Accolade Wines’ largest activation yet within Travel Retail, building on its momentum driving the visibility of and engagement with, the wine category within the channel. 

“Coming to Cannes off the back of such a successful activation gives us a great opportunity to discuss future activations with current and potential retail partners. TFWA World Exhibition is a key date in our calendar and we look forward to welcoming colleagues and friends to our stand,” adds Firbank.

Mud House and the Accolade wine portfolio can be viewed in Cannes at TFWA World Exhibition (Red Village, J02).