News: Disaronno targets stylish young women

First Drinks Brands has sent out “style squads” to provide pampering prizes as part of a campaign to promote its Disaronno amaretto liqueur to fashion-conscious young women this summer.

The squads have been visiting six locations around the UK with a personal make-up artist and hair stylist plus a mixologist to create Disaronno amaretto cocktails. People could enter online to win the prize.

Under the tagline of “Style me like a star”, the Disaronno Style Squads are made up of Nicky Hambleton-Jones of Channel 4’s Ten Years Younger, TV stylist Nick Ede and top hairdresser Richard Ward.

First Drinks is also running a neck-collar promotion in the off-trade. Called Dive into Disaronno, it offers prizes such as a luxury week-long holiday for four to Sardinia, Alessi cocktails kits worth £110, and branded ice stirrers.

Another element will be the Disaronno Pitcher Perfect activity, running across the on-trade from July, which is promoting stylish new ways for consumers to enjoy Disaronno as a refreshing pitcher in bars and pubs.

Disaronno Pitcher Perfect kits are being supplied to participating outlets, adding further brand visibility through branded point of sale and pitchers to promote the serves to a wide audience.

Branded point of sale and pitchers will promote the serve in outlets, aimed at making the brand as much a summer drink as a winter one.

The off-trade neck-collar promotion also includes information on how Disaronno can be used in a range of easy-to-make refreshing long drinks over the summer.

Mark Collins, brand manager of Disaronno at First Drinks Brands, said: “Disaronno’s impressive growth rate is reflective of the consumer response to our various style-focused campaigns. These style-led campaigns accentuate the brand’s long association with fashion and raise Disaronno’s profile within its target audience to drive sales in both the on- and off-trade.

“The Disaronno Amaretto Style Squad activity will be even bigger and better this year. We aim to drive massive amounts of awareness among our target consumers and drive them to seek out the brand in both the on- and off-trade, where the Disaronno Pitcher Perfect and Dive into Disaronno campaigns will give them that extra added incentive to purchase.

“Volume and value growth is being driven by consumer demand. Through our style-driven summer campaigns, we are establishing ourselves not only as a major brand in the category, but also one with flair.”