Bottle Redesign Rolls Out Across U.S. Starting October 1 Disaronno is introducing a redesigned bottle in the U.S. market, marking the first significant refresh of the Italian liqueur's packaging in years. The new design maintains the brand's unmistakable silhouette while introducing a contemporary aesthetic with brighter proportions and a modern aesthetic. The redesigned bottle is taller, lighter, and features a refreshed color palette of bright gold tones and light blue accents. The iconic square cap has been reimagined with a more distinctive appearance, while founder Domenico Reina's signature is now embossed directly onto the bottle. A new "DD" monogram representing Disaronno and Domenico Reina pays tribute to the brand's heritage.
Marketing Campaign Emphasizes Lifestyle Positioning The bottle redesign coincides with the rollout of "Dolce Side of Life," Disaronno's global campaign inspired by la dolce vita. The campaign celebrates everyday moments—from happy hour to Sunday brunch—as part of a mindset rooted in connection, effortless style, and everyday enjoyment. "Disaronno is a brand people recognize instantly, and the new bottle builds on that familiarity while giving it a fresh, more contemporary look," says Marty Kuta, SVP & Managing Director at Disaronno International USA. "It feels unmistakably Disaronno, but also signals an exciting next chapter for the brand in the U.S. We're looking forward to having it on shelves this fall and continuing to bring the Dolce Side of Life to consumers in new and engaging ways." Luca Picotti, Global Chief Marketing Director of Disaronno International, added: "With this campaign, we aimed to honor everything Disaronno has always represented while connecting authentically with the needs and aspirations of today's consumers. More than ever, people are looking for moments of sweetness they can enjoy in their everyday lives. The Dolce Side of Life captures exactly that: the beauty of what is real, simple, and accessible. Together with our new bottle identity, this campaign represents an important step forward for Disaronno as we continue to evolve while staying true to our heritage."
Campaign Activation Strategy The Dolce Side of Life campaign will unfold across digital and social media, influencer partnerships, and event activations targeting both at-home and on-premise occasions. Signature serves including the Disaronno Spritz and Disaronno Sour will remain central to the campaign, positioning the liqueur's versatility across simple and complex cocktails. The newly designed bottle rolls out across the U.S. on October 1.
Why It Matters
For on-premise operators and retailers, the bottle redesign signals Disaronno's commitment to shelf presence and consumer engagement in a competitive spirits market. The refresh maintains brand recognition while modernizing the brand's appeal to new consumers, particularly those seeking lifestyle-oriented spirits experiences. The accompanying marketing campaign underscores the brand's focus on occasion-based consumption and cocktail versatility.
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Written by FBM Publications Editors
