Disaronno creates Velvet cream liqueur

Italian brand Disaronno has moved into cream liqueurs with the launch of a lower-ABV expression.

Described as having a “smooth texture”, the new Disaronno Velvet is bottled at 17% ABV – lower than the brand’s flagship variant, which has an alcohol strength of 28% ABV. Disaronno Velvet is recommended served over ice.

The bottle design features an all-white look, while maintaining the brand’s classic shape and square cap.

Neil Jardine, managing director of Disaronno International UK, said: “The unique tasting experience enjoyed over ice means consumers across the UK can enjoy a completely new product, still with the distinctive taste of Disaronno which is loved around the world, even during this enforced period at home.

“The launch is incredibly exciting for us and we have big ambitions for the brand in the UK and entering a new category with the launch of Velvet is only the start.”

Last month, Disaronno owner Illva Saronno announced plans to launch its own UK subsidiary next year, marking the end of its 20-year partnership with William Grant & Sons UK. The new Disaronno International UK arm will begin operating from January 2021.

Disaronno Velvet will be available across the UK in major retailers from the end of May 2020, priced at RRP £15 (US$18.50) per 500ml bottle.


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Author: Nicola Carruthers {authorlink}