First Drinks launches Disaronno sampling campaign

The activity forms part of a wider investment programme that is set to launch in 2014 and will focus on raising the profile of the Disaronno Sour with consumers and the trade.

From the end of August, the ‘Disaronno Sour Station’, a branded trike which has an in-built lemon-juicing mechanism, will make its debut at key events across the UK. From Edinburgh International Festival to London Cocktail Week, the trike, along with a Disaronno promotional team will introduce thousands of target consumers to the signature serve.

As part of the experiential campaign, tokens for a complimentary Disaronno Sour will be available to consumers in certain locations, which can then be redeemed at participating on-trade venues, further driving awareness of the serve in-outlet.

Brand investment​

First Drinks has also developed a pre-mixed sour serve, which simply requires bartenders to add the Disaronno. The pre-mix will be available to over 3,000 outlets across the UK.

Disaronno brand manager, Sam Bovill said: "This activity is simply the starting point for what will be a heavyweight brand investment and education process for Disaronno into 2014 and beyond. Disaronno is a well-known, much-loved Italian liqueur with heritage and premium ingredients, but it’s the new, exciting and relatively easy to create serves that are attracting and retaining new consumers into the category.

"To take advantage of the category, outlets should ensure they’re offering the current serves that appeal to today’s consumers who are always keen to sample new products and flavour combinations, and be seen doing so."