Pallini has given its sambuca flagship a new pack and removed ‘313’ from its name, aligning the liqueur with the Italian family’s namesake limoncello brand.
Sambvca has been given an updated bottle shape and redesigned label, which features a prominent Pallini logo and “art nouveau motifs”. The new pack is due to roll out across all markets this year.
Sambvca 313’s refresh began as part of Pallini’s 150th-anniversary celebrations last year, when the Rome-headquartered company also “revamped” anise liqueur Mistrà.
CEO Micaela Pallini told Global Drinks Intel that the company’s aim has been to simplify the 313 brand. Sambvca 313 (above) was so-called as Pallini’s first distillery was 313 steps away from the Pantheon in Rome. “The whole packaging reflected this concept, because you could see through the liquid, and the label would reflect the inside of the Pantheon,” Pallini said. “But, we were never really able to describe [the concept behind] the number”.
Also behind the name change is the intention to align Pallini Sambvca with the company’s namesake limoncello (below).
Pallini also produces Romana Sambvca under contract for Sazerac Co and distributes the brand in Italy. Once owned by the Pallini family, the brand was sold to Diageo in 2000, which then sold it to Sazerac Co in 2018.
Last month, Sazerac announced a new-to-market line of liqueurs under its namesake brand name. Sazerac House of Cocktails consists of six iterations: Aperitivo, Amaro, Triple Sec, Curacao, Elderflower and Coffee.
