How an image refresh has revived sambuca – Category Intel

This article was initially published in the February issue of Global Drinks Intel magazine. For details on how to subscribe, click here. The global market for sambuca is relatively small, but the anise-flavoured liqueur remains an important product for many Italian brand owners. Sandra Newman reports. While sambuca’s home market of Italy remains by far the largest for the category, the country’s share of global sales has been declining. Of total sales of about 1.6m cases in 2021, Italy accounted for 51.6%, according to IWSR Drinks Market Analysis, following a 2.9% drop in volumes