THE LOCALS
COMPANY PROFILE
THE AUTHENTIC EXPERIENCE DISARONNO INTERNATIONAL FOCUSES ON INNOVATION AND GROWTH By Michael Tulipan
Few companies are built on the foundation of a legacy brand from the 16th century, but in recent years Disaronno International has proven adept at innovating and expanding its business even in the face of the ongoing global pandemic. Disaronno Originale may date back to 1525, but over the years, the company has grown to include seven brands and twenty-eight unique products, all the while keeping history and quality as core principles. Since 2020, Disaronno International has launched multiple major initiatives, Disaronno Velvet cream liqueur, Tia Maria RTD Iced Coffee Frappé, Tia Maria Matcha, as well as successfully introduced The Busker Irish Whiskey. The launch of Disaronno Velvet displays the company’s ability to navigate uncertain times while successfully launching a new product. “The Disaronno Velvet launch was challenging,” says Ignacio Llaneza, Vice President of Brand and Trade Marketing, “because
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we were unable to leverage standard activities such as tastings and events to drive awareness of the new product.” The on-premise shutdown made retail sampling impossible and consumers were stocking up on recognized brands for at home consumption. The company only began building momentum with distributors and retail partners over the summer and through the holidays. Llaneza says, “The key to our initial success was activating robust consumer and trade PR, as well as leveraging cross-promotions with brands such as Jack Daniel’s Tennessee Fire.” Newly launched Irish whiskey brand The Busker offers four unique expressions that both honor the traditions of the category and offer innovation. Their distillery, Royal Oak, is the only one in Ireland producing all four styles of Irish Whiskey—Blend, Single Pot, Single Malt and Single Grain. The reception from the industry and consumers alike has been rewarding.
