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Company Profile - Disaronno International
THE AUTHENTIC EXPERIENCE
By Michael Tulipan
Few companies are built on the foundation of a legacy brand from the 16th century, but in recent years Disaronno International has proven adept at innovating and expanding its business even in the face of the ongoing global pandemic.
Disaronno Originale may date back to 1525, but over the years, the company has grown to include seven brands and twenty-eight unique products, all the while keeping history and quality as core principles. Since 2020, Disaronno International has launched multiple major initiatives, Disaronno Velvet cream liqueur, Tia Maria RTD Iced Coffee Frappé, Tia Maria Matcha, as well as successfully introduced The Busker Irish Whiskey.
The launch of Disaronno Velvet displays the company’s ability to navigate uncertain times while successfully launching a new product. “The Disaronno Velvet launch was challenging,” says Ignacio Llaneza, Vice President of Brand and Trade Marketing, “because we were unable to leverage standard activities such as tastings and events to drive awareness of the new product.” The on-premise shutdown made retail sampling impossible and consumers were stocking up on recognized brands for at home consumption. The company only began building momentum with distributors and retail partners over the summer and through the holidays. Llaneza says, “The key to our initial success was activating robust consumer and trade PR, as well as leveraging cross-promotions with brands such as Jack Daniel’s Tennessee Fire.”
Newly launched Irish whiskey brand The Busker offers four unique expressions that both honor the traditions of the category and offer innovation. Their distillery, Royal Oak, is the only one in Ireland producing all four styles of Irish Whiskey—Blend, Single Pot, Single Malt and Single Grain. The reception from the industry and consumers alike has been rewarding.
The rise of RTDs offers Disaronno International the opportunity to revitalize one of its legacy brands, Tia Maria, a cold brew coffee liqueur made with 100% Arabica beans and rum. The new Iced Coffee Frappé RTD is an example of how the company plans to expand its share of the segment. “The frappe is low ABV with delicious flavor and striking packaging,” says Llaneza. “It is also competitively priced, so we expect to see strong gains in 2021.” Showcasing the popularity of green tea and Japanese matcha techniques, the newly launched Tia Maria Matcha expands the boundaries of the category and is destined to pull in a new generation of customers.
Disaronno International also boasts a portfolio of wine brands including Sicilian labels Corvo and Duca di Salaparuta. Llaneza says, “Our goal is to continue to provide consumers with an authentic experience from Sicily, which includes over-delivering on quality and offering variety and value at every price point,” says Ray Stoughton, Executive Vice President/General Manager of Disaronno International.
The latest addition in 2020 was iconic Marsala brand Florio Marsala, which dates to 1833. Not widely known in the United States, Marsala is a fortified wine made in and around the town of the same name in Sicily, Italy. “We are committed to growing the Florio brand by expanding drinking occasions and introducing the U.S. to the traditional Marsala sipping experience, as well as in mixology,” Ray Stoughton explains.
Disaronno International continues to focus on innovation and growth through its diverse portfolio. With new launches and a creative approach to the recent challenges the industry has faced, the company is poised to continue its success in 2021 and beyond.
