Italy’s Illva Saronno has decided to leverage its flagship liqueur brand in a rebranding exercise that will see the company change its name.
Disaronno Group, as the family-owned business will henceforth be known, will take effect this week, with the company’s three divisions – spirits, wines and ingredients – retaining the name Disaronno International and taking on the titles of Duca Wines and Disaronno Ingredients, respectively. The move has been “designed (by the company) to strengthen its global presence and communicate its purpose even more clearly”.
The spirits division, which is home not only to the namesake brand but also to Tia Maria, Irish whiskey The Busker, Engine gin and American whiskey Sagamore Rye, accounts for “nearly two-thirds” of annual sales, with Duca Wines bringing in 11%. Disaronno Group said today that its top line in 2025 totalled EUR370m (US$434.5m), up 3% on the year prior.
“This new corporate identity strengthens the group by enhancing the shared values that unite our companies and by enabling a more scalable organisation with an increasingly premium and structured profile,” said CEO Marco Ferrari. “Choosing an iconic and recognisable name like Disaronno allows us to look to the future while maintaining a strong connection to our roots.
“With this new identity, we reinforce our international vision and our ability to consistently express the values that guide us.”
Illva Saronno was founded by the Reina family in 1947.
Earlier this year, Disaronno Group promoted internally for its first chief commercial officer, with the executive VP for the Americas & CEO of Disaronno International, Robert Cullins, assuming the newly-created position.
