The third Disaronno Icons bottle features a Roberto Cavalli design
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ention Italy and design in the same breath and you’re sure to see something special; and the Illva Saronno team made a memorable Singapore debut with a line-up of on trend products including the third iteration in its Disaronno Icons collection. While the eye-catching Roberto Cavalli-designed bottle definitely stood out from the crowd, its limited edition Disaronno Riserva, was also a major talking point. A high-quality marriage of Disaronno Originale and an aged malt blended Scotch whisky from the Highland and Speyside Islands, and aimed at the top end of the market, the elegant bottle is presented in a solid wooden frame, making it prime for ASPAC market gifting. “We have a really strong market in duty paid in Japan, Australia and India. In Australia duty free it is doing very well with presence at major airports. Our main area of interest at the moment is southeast China, and the big traffic hubs like Hong Kong as well as Singapore,” says Nicola Bini, Regional Director Asia Pacific, Illva Saronno.
The signature Disaronno Sour is uniting markets and has proved to be a brand hit around the world
The company is also tracking customer movement with an eye on popular travel destinations such as Bali and Malaysia, although emerging Asian nations remain as yet unexplored. Says Bini: “With countries that are less developed, such as Cambodia or Myanmar, for example, the showcase role of duty free for western brands, especially at main airports, is essential,” he remarks. A major challenge for Illva Saronno, and other liquor companies looking at Asia’s geography and cultural mix, is the region’s sheer diversity, as Bini explains: “There is such an array of different tastes, societies, cultures and stages of economic development. The real surprise for us has been the success of the classics, such as Disaronno. “This is proof that this is a single origin product that can work anywhere and everywhere.” But it’s not just the iconic amarettoflavoured drink that is winning the brand new admirers. Says Bini: “It also happens that we have the right drink as well, which is our signature Disaronno Sour. It works across all the different ethnic groups in the various countries where we are present, regardless of culture.”
One market that he finds particularly interesting is India. “If there’s one lesson I’ve learned, it’s that you can’t focus on targeting specific consumer segments because the country is so layered and the market so complex. “What is happening is that a huge volume of people are coming to the stage where they have the monetary resources to not only satisfy their basic needs but to also start enjoying their lives. They have a huge desire for all things new and different, and for things that come from outside India.” He adds: “Asia is a huge market, but so diverse, and we want to take the right steps. We are not in a rush. For us it’s all about finding the right partners and start in the on-trade, and then slowly grow and expand from there. At the end of the day we are selling an experience, not just liquids.
A limited edition, the Disaronno Riserva is a current brand talking
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