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Fiorito Limoncello expands distribution
Limoncello brand Fiorito has expanded its presence in the US and will soon enter the UK market.
Launched in 2011, Fiorito (31% ABV) is made with Sicilian lemons and distributed internationally through Dutch spirits firm De Kuyper.
The brand is available in the Netherlands, the US, Germany, Spain, Israel, Belgium, Finland, Sweden and Australia. In the US, Fiorito has now entered Texas, Florida and New York.
Fiorito sold 23,000 nine-litre cases in 2020 and claims to be one of the top-selling limoncellos in the Netherlands and Finland.
According to IWSR 2020 data cited by the brand, the limoncello category is growing at rates of more than 200% in markets such as Australia.
Fiorito said it outperforms the category, with 50% growth in mature markets like the Netherlands and a market share of up to 35% in Finland.
Franco Fiorito, director of Fiorito Limoncello, said: “For years we have seen a limoncello momentum coming. By innovating and premiumising the category, Fiorito has led and taken the trend further forward. Now the limoncello momentum is finally here.
“We are excited to see exceptional growth in markets where we just recently started like the US and Australia. That proves our expansion strategy to be right.”
The brand said it attracts new consumers to the category by tapping into trends such as low sugar and ‘minimalistic’ packaging. Fiorito has 30% less sugar on average than its competitors.
Fiorito added: “The reason for the limoncello momentum is increased home consumption during the pandemic with consumers serving limoncello after a meal with friends and loved ones.
“Already last year we saw double-digit growth in the on-trade when bars and restaurants reopened because people ordered what they loved to drink at home. We expect this trend to be even stronger this summer in various countries.”
The brand also attributes its success to its move into the ready-to-drink sector with the launch of Fiorito Limoncello Tonic.
The 250ml canned product, which was created with bartenders, is thought to be the first limoncello available in a pre-mixed option.
Furthermore, Fiorito claims to be the only limoncello to carry the ‘Superiore’ hallmark in the Netherlands.
To carry the Superiore mark, the limoncello must contain more than 300 grams of hand-peeled organic lemons per litre, the brand noted. Furthermore, the sugar level must not exceed 250 grams per litre, and the alcohol percentage should be between 30% and 32%.