Disaronno Group is giving away 15,000 spritz cocktails in the UK this month as part of a push for its Isolabella Limoncello brand.
The Italian brand owner has partnered with on-premise multiples Greene King and Mitchells & Butlers for the promotion, which will run across “more than 300” All Bar One cocktail bars and Nicholson’s pubs (both owned by M&B) and Greene King pubs. Consumers can find participating venues via the free-drinks app, Dusk, and Nicholson’s namesake ordering app.
Disaronno Group, which last month changed its name from Illva Saronno, is also advertising the campaign on directions app Citymapper. Total spend on the activation, which coincides with ‘Limoncello Day’ on 22 June, was not disclosed.
“Consumers continue to seek refreshing, easy-to-enjoy serves, with spritzes showing strong appeal across the on-trade,” said Disaronno International UK’s on-trade marketing manager, Mercedes Venster. “Partnering with Dusk … alongside Citymapper … allows us to blend digital discovery with real-world experiences.”
In April, the privately-owned company put “significant media investment” behind another spritz-led activation, this time for its flagship liqueur brand, Disaronno. The campaign, ‘Dolce Side of Life’, runs across all of Disaronno’s markets and features trade and consumer marketing activity that includes the use of influencers.
