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Illva Saronno reaps rewards of WEBB partnership

Italian drinks group Illva Saronno is reporting “strong growth” in North American travel retail through regional agent, WEBB (World Equity Brand Builders).

Disaronno brand owner Illva Saronno is reporting strong growth from travel retail Americas

“Depletions have grown for Disaronno by over 40% versus 2014, so it was a remarkable performance,” says Illva Saronno international sales director, Domenico Toni.

Off the back of the “highly successful year”, Illva Saronno will exhibit its Disaronno and Tia Maria liqueur brands through WEBB at the upcoming IAADFS Duty Free Show of the Americas.

Products on-stand will include the Disaronno by Roberto Cavalli limited edition bottle, featuring a graphic animal print design.

“The limited edition series-with the latest Cavalli edition has proved to be very successful and we will continue with this consumer demand with the launch,” Toni continued.

He says he is expecting “solid growth” for 2016, as the core North American market continues to travel, with female drinkers “becoming more important”. However, dynamics in South America are causing some uncertainty, Toni added.

The 2016 strategy involves continuing to invest in high profile activations, such as the wall-space takeover in partnership with International Shoppes at JFK T1 in November and December.

“This created huge interest in the Disaronno Sour cocktail which we will continue to focus on in 2016 with sampling programmes at key domestic and travel retail outlets,” continued Toni.

Outside North America, he says the company is seeing “promising results” for duty free in the Caribbean islands. Disaronno is reportedly growing in high single digit figures, while Tia Maria has shown “very strong growth” in Jamaica.

Visitors to the IAADFS Duty Free Show of the Americas can visit Illva Saronno on stand 923 (WEBB).

The IAADFS event takes place from 3-6 April at the Orlando World Center Marriott, Florida.

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