Limoncello di Capri receives revamp
Molinari-owned Limoncello di Capri has refreshed its packaging to set it apart from ‘less authentic’ competitors.
The new packaging reflects the brand’s “quality and provenance”, according to UK country director of Molinari Richard Glover.
The brand is distributed in the UK by Mangrove.
Glover said: “The new brand for Limoncello di Capri reflects the quality and provenance of a liqueur which is synonymous with the sun-fuelled, pleasure-filled Italian lifestyle.
“We’re delighted to bring it to market, alongside some recipe suggestions which will help lemon lovers across the world to enjoy this versatile Italian drink.”
The limoncello is created with ‘authentically-sourced’ ingredients, crafted with IGP-certified lemons – a type of fruit specific to the region – in this case, Sorrento.
The brand reports that the limoncello market is becoming more crowded, and the refresh in design is aiming to appeal to an international market.
The limoncello undergoes a ‘traditional process’ in its crafting, to ensure that there are no additives and preservatives.
Nick Gillett, managing director of Mangrove UK, said: “With the rise of the Spritz and the UK’s newfound love for Italian spirits and liqueurs, there is no better time for Limoncello di Capri to make its mark as a versatile drink that can be enjoyed in a variety of ways, by new audiences.
“We at Mangrove are thrilled to have the original and definitive limoncello as part of the portfolio and look forward to achieving the results the new branding deserves.”
Earlier this year, Molinari partnered with soft drinks company Britvic Teisseire International to launch the latter firm’s products in Italy.
In March, limoncello producer Chelly launched a crowdfunding campaign to raise US$1.07 million to support its US expansion plans.
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