Disaronno International, the spirits division of the Disaronno Group, unveils the new Disaronno bottle — one of the most recognizable icons in the spirits world and a symbol of Italy’s most globally acclaimed liqueur.
This new bottle represents a strategic refresh designed to meet the needs of the modern consumer. It reinforces the brand’s recognition in international markets and highlights the distinctive elements that have defined its identity for generations, integrating them into a renewed visual language that aligns with the brand’s evolution.
The bottle’s new visual identity is the result of a design, research, and development process carried out in collaboration with Robilant, marking the first identity update in over fifteen years.
The project aims to preserve the signature elements that made the brand instantly recognizable while introducing a more contemporary, premium and aesthetic that reflects evolving global market trends and consumer expectations.
Taller, lighter, and more luminous, the redesigned bottle retains key features such as its distinctive shape and iconic square cap. Notable new details include the embossed signature of Domenico Reina and a new “DD” monogram (Disaronno & Domenico Reina)—a tribute to the founder and the vision that has shaped the brand over time. The color palette has also been updated to include a Renaissance-inspired light blue, blending heritage and modernity into a more vibrant, contemporary look.
Accompanying the launch of the bottle’s new visual identity is the new “The Dolce Side of Life” campaign, created by the agency 72andSunny. It is an invitation to celebrate the moments that enrich everyday life: impromptu aperitifs, authentic conversations, spontaneous toasts, and shared experiences with friends.
Set to the tune of Ryan Paris’s “Dolce Vita”, the campaign draws inspiration from the timeless allure of the Italian dolce vita—reimagined with a contemporary twist—inviting people worldwide to rediscover life’s sweeter side, defined by simple, authentic, and meaningful moments.
“With this campaign, we wanted to pay tribute to the essence of Disaronno, reinterpreting it in a way that is authentic and relevant to today’s consumers. At a time when people are increasingly seeking moments of genuine pleasure in their daily lives, ‘The Dolce Side of Life’ highlights the beauty of experiences that are authentic, simple, and accessible. Together with the bottle’s new identity, this campaign marks a significant evolution for the brand — one that looks to the future while remaining firmly rooted in the heritage and values that have always defined it,” says Luca Picotti, Global Chief Marketing Officer.
Guido Chichierchia, Marketing & Trade Marketing Director for Italy, adds: “Great icons never stand still; they evolve to keep connecting with people. The new Disaronno bottle embodies this very journey. It arrives during a year of outstanding results—marked by the success of ‘Dolce Nights’ and strong growth — and represents our way of looking to the future while celebrating the qualities that have always made the brand unique. It is a new expression of the very same identity that millions of consumers recognize and choose every day”.
Indeed, the project comes during a particularly significant year marked by major strategic initiatives — including the acquisitions of Zedda Piras and Amaro Averna — that are helping to shape a new phase of growth for the organization as it looks to the future.
The new bottle will be rolled out progressively in Italy and in Disaronno’s key international markets — including the United States, the United Kingdom, the Netherlands, and Belgium — before launching in all other markets.
