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Italian liqueur Disaronno wears Etro

Disaronno, the Italian liqueur, has a new look designed by fashion house Etro. The limited edition bottle is being launched at this year’s TFWA World Exhibition in Cannes on the Illva Saronno stand (Green Village, M52).

Since 1968, the Italian luxury label Etro has made a footprint in the fashion world as one of Italy’s most celebrated houses. The paisley print, for which the fashion house is best known, transforms the Disaronno bottle, giving it a dressed up look perfect for gifting in travel retail.

The ‘Disaronno wears Etro’ design draws inspiration from the brand’s Autumn/Winter 2016 season, a continuation of the house’s signature paisley collection that it began producing in 1981. The striking bottle is draped in a stunning variation of the swirling design made up of vibrant blue, orange and gold hues.

The design will also be available in six mini bottles in coordinated looks.

After three years of success, Disaronno’s latest interpretation of its Icon project will continue to support the charity, Fashion 4 Development, sponsored by the United Nations. Following past partnerships with Italian fashion brands, Moschino, Versace and Roberto Cavalli, a portion of the proceeds from sales of the Disaronno wears Etro collection will be donated to the development of this project to develop the textile trade and fight poverty in Africa.

The exclusive limited edition 50cl bottle is available from the beginning of October in major travel retailers globally, supported by activations and promotions including tasting bars

“There is always a huge amount of hype surrounding each year’s new launch, and it’s something our partners, retailers, and consumers get very excited about,” says international sales director Domenico Toni. “The Disaronno Icon bottles are perfectly suited for travel retail, with their strong shelf appeal , collectability factor and unique design all being key sales drivers. The previous three icon editions have all achieved better than expected results in travel retail and we anticipate another successful year for Disaronno wears Etro.”

1 October 2016 - Felicity Murray The Drinks Report, editor