Disaronno celebrates ‘Dolce Side of Life’
Italian drinks firm Illva Saronno has launched its Dolce Side of Life campaign ahead of National Amaretto Day this Sunday.
Dolce Side of Life invites consumers to enjoy ‘the sweet pleasures of everyday life’ with Disaronno liqueur.
The new global campaign, along with the brand’s long-term platform, Everyday Dolce, aims to build momentum in the UK and attract a new generation of drinkers.
Launching in 2026 with ‘significant’ media investment, the Dolce Side of Life campaign represents a strategic evolution for the brand, reframing Disaronno for modern consumers and reinforcing its relevance during high-frequency drinking occasions in pubs, bars, and hospitality venues.
Peter Dries, marketing director at Disaronno, said: “Dolce Side of Life is about bringing a fresh, contemporary energy to Disaronno while staying true to its Italian heritage.
“We’re creating a platform that resonates with today’s drinkers – those seeking spontaneity, connection and simple moments of enjoyment – while providing the trade with a highly adaptable and profitable serve strategy.”
The campaign is based on the insight that modern drinkers are increasingly looking for experiences that enhance their everyday moments.
The Dolce Side of Life campaign has been developed by creative agency 72andSunny Amsterdam. It will be launched through a fully integrated approach that includes above-the-line (ATL) advertising, public relations, influencer activity, and trade marketing.
The first phase of ATL media will run for five weeks on social media from 19 April to 18 May, kicking off on National Amaretto Day, which the brand has dubbed ‘Disaronno Day’.
The day will be complemented by in-venue activations, menu integrations, and social media amplification to drive foot traffic and visibility.
A larger ATL push is planned for the fourth quarter to further extend the campaign’s reach. The brand’s Everyday Dolce platform will be consistently integrated across all brand touchpoints, ensuring a cohesive message from consumer communications to in-venue execution.
Dries added: “Last year we celebrated 500 years of Disaronno, and this new campaign is about building a brand that thrives for the next 500 years. For the trade, it’s a clear opportunity to tap into one of the most dynamic serves in the category, supported by a campaign designed to drive both demand and visibility both at home and in venue.”
Disaronno Day
The brand will host its Disaronno Day Brunch this Sunday 19 April at the new FlipDog cocktail bar in Shoreditch, London.
For the bar takeover, Disaronno and FlipDog have collaborated with Michelin-starred Moebius Milano, recognised on the World’s 50 Best Bars list, to showcase elevated Italian gastronomy and innovative cocktail craftsmanship, delivered by Moebius’ renowned culinary and bar teams.
Moebius, founded by Lorenzo Querci, is renowned for its multi-concept approach that combines haute cuisine, mixology, culture, and music.
FlipDog employs a method-driven, technique-first philosophy. Their bar team is renowned for its Loggerhead approach to cocktail construction, which has quickly become the venue’s signature style.
The event will showcase signature cocktails from Moebius and FlipDog, highlighting Disaronno’s ‘versatility and importance in modern mixology’.
The event is open to both trade professionals and the public.
Building on recent success
New consumer research conducted by Disaronno International UK found that 67% of UK adults wish to embrace the dolce vita lifestyle this year, with many linking it to enjoying the finer things in life and appreciating Italian culture.
This trend is evident in the growing popularity of the Spritz, which has become a staple in bars and restaurants. According to CGA by NIQ, one in 10 cocktails served in these venues is a Spritz, making it the most popular cocktail in UK pubs.
The campaign launches amid strong brand performance in the UK. In the on-trade sector, Disaronno Originale is surpassing the overall spirits category, achieving 8.8% value growth compared to just 0.7% for the spirits market as a whole.
It is now ranked the ninth-highest spirit by value and is also recognised as the leading non-cream liqueur (NCL).
In the off-trade sector, the brand continues to outperform the market in volume and retains its position as the number one NCL brand in the fourth quarter of 2025.
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