Disaronno Celebrates ‘Dolce Side of Life’

Why It Matters

The campaign positions Disaronno as a modern, lifestyle‑driven spirit, leveraging the UK’s spritz boom to capture incremental market share and drive higher‑margin on‑trade sales.

Key Takeaways

• Dolce Side of Life launches with five‑week ATL media run
• Disaronno sees 8.8% UK on‑trade value growth versus 0.7% market
• Campaign integrates social, influencer, and venue activations
• UK research shows 67% of adults seek a "dolce vita" lifestyle

Pulse Analysis

Disaronno’s Dolce Side of Life campaign reflects a broader shift in the spirits industry toward lifestyle branding. By anchoring the launch to National Amaretto Day and weaving the Everyday Dolce platform into every consumer touchpoint, the brand taps into the growing desire for everyday indulgence. The integrated approach—combining traditional ATL advertising, social media bursts, influencer partnerships, and trade‑focused venue experiences—creates multiple entry points for both consumers and bar operators, reinforcing Disaronno’s versatility in modern mixology.

The UK market provides fertile ground for this strategy. Recent consumer research shows that 67% of adults want to embrace a "dolce vita" ethos, a sentiment echoed by the spritz’s dominance in British pubs—one in ten cocktails served is a Spritz. Disaronno’s 8.8% value growth in the on‑trade sector, far outpacing the 0.7% industry average, signals that the brand is already resonating with this trend. By aligning its messaging with the aspirational Italian lifestyle, Disaronno not only strengthens brand equity but also secures a premium positioning that can command higher margins.

Looking ahead, the campaign’s phased media plan—initial five‑week push followed by a larger fourth‑quarter burst—suggests a long‑term growth trajectory. The partnership with 72andSunny Amsterdam and high‑profile venue activations, such as the Disaronno Day Brunch at London’s FlipDog bar, provide tangible experiences that translate brand storytelling into sales. For trade partners, the campaign offers a profitable serve strategy, positioning Disaronno as a go‑to liqueur for both classic and innovative cocktails, and setting the stage for sustained relevance over the next 500 years.