Villa Massa ‘revitalises’ limoncello with new pack

Diego Zamora Group-owned Villa Massa is seeking to shake up the limoncello category with a pack redesign launch coinciding with 25^th anniversary celebrations.

Villa Massa has revamped its packaging in an effort to ‘revitalise’ the limoncello category

The “evolutionary” redesign was developed to communicate the brand’s “authenticity” and “premium position” in the market.

Key changes, including the taller bottle shape, larger cap and clearer image, are said to modernise the bottle, reflecting the quality of the Italian liqueur, educating consumers and encouraging trial.

‘Villa Massa’ is now etched into the signature frosted glass, while the larger cap carries the words ‘Ricetta Familiare’, referencing the family recipe which dates back to the 1890s.

On the front label, an illustration of the Massa family villa, the family quest and signature, the Italian flag and the words ‘Piano di Sorrenta – Italia’ combine to tell the brand story.

A category and origin reminder, ‘Limoncello Liquore di Limone di Sorrento’, reinforces the fact that Villa Massa is produced in Sorrento.

On the rear label, the ‘Best served ice cold’ message is highlighted alongside a new aperitivio signature serve, Villa Massa & Tonic – simply Villa Massa and tonic water served long over cubed ice and garnished with fresh basil leaves.

The primary consumer market for the Villa Massa are males aged 30-45, with interests in craft, gastronomy, wine and spirits, says the brand.

“As the leading limoncello brand in the world, we are excited to celebrate our 25th anniversary and share this refreshed pack design with our customers and consumers,” said Villa Massa co-owner, Stefano Massa.

“We are proud of the craft that goes into creating this special liquid and of the family culinary heritage behind Villa Massa. Now, with the revitalisation of the brand’s packaging we can effectively tell that story and encourage trial of Villa Massa while reinforcing those qualities that have led to its popularity over 25 years.”

Villa Massa was founded by Stefano and Sergia Massa in 1991, with the company the “first” to commercialise an artisanal limoncello available in Italy and abroad. IWSR figures suggest premium limoncello is growing faster than the overall category (5% vs 2%) with Villa Massa the market leader with a 36% value share.

The new packaging for Villa Massa 70cl format has been available since April, with the rest of the portfolio rolling out from July.