Brought to Heals

Disaronno Amaretto is aiming to attract new users to the brand through a range of links with fashion and homeware retailers.

Disaronno Amaretto is aiming to attract new users to the brand through a range of links with fashion and homeware retailers. In addition to in-store activity in supermarkets, distributor First Drinks Brands is targeting store-card holders of select high-street shops such as Heals and Ted Baker. The events, which will allow shoppers to enjoy their shopping experience while sipping a Disaronno cocktail, will be sponsored by Glamour magazine and the Evening Standard.

Andy Corris, brand manager for Disaronno at First Drinks Brands, comments, “Sampling activity like this is a key part of our marketing activity. It not only demonstrates the versatility of the brand by serving it in cocktails but it also communicates the brand’s stylish qualities with our target market. Brands like Heals and Ted Baker are perfect partners for us as they are also premium contemporary brands targeting the same consumer.’’

Disaronno has reported 21% growth this year, a rate four times faster than the total liqueurs category. db January 2006