- New campaign positions the Italian liqueur at the heart of everyday occasions
- Designed to recruit next-generation drinkers
Disaronno, the world’s number one Italian liqueur, has unveiled its new global campaign, Dolce Side of Life, alongside its long-term brand platform Everyday Dolce, as it looks to accelerate momentum in the UK and engage a new generation of drinkers.
Rolling out in 2026 with significant media investment, the campaign marks a strategic evolution for the brand, reframing Disaronno for modern consumers while reinforcing its relevance across high-frequency drinking occasions in pubs, bars and hospitality venues.
At its heart, Dolce Side of Life is Disaronno’s latest invitation to savour the sweet pleasures of everyday life, a call to live La Dolce Vita wherever you are. From a cheeky post-work debrief with friends to an impromptu brunch al fresco, the campaign celebrates those simple, spontaneous moments that brighten the day. It encourages consumers to embrace conviviality, effortless style and a touch of indulgence – always with a glass of Disaronno in hand.
Peter Dries, Marketing Director at Disaronno, said: “Dolce Side of Life is about bringing a fresh, contemporary energy to Disaronno while staying true to its Italian heritage. We’re creating a platform that resonates with today’s drinkers – those seeking spontaneity, connection and simple moments of enjoyment – while providing the trade with a highly adaptable and profitable serve strategy.”
The campaign is underpinned by insight that modern drinkers are increasingly seeking experiences that elevate everyday moments. It comes as new consumer research by Disaronno International UK found that 67% of UK adults want to embrace the ‘Dolce Vita’ lifestyle this year, with many associating it with enjoying the best things in life and Italian culture. This is reflected in the continued rise of the spritz, now a cornerstone of the on-trade. According to CGA by NIQ, one in 10 cocktails served in the on-trade is a spritz, making it the number one cocktail in UK pubs.
No longer a seasonal serve, the spritz has become a year-round staple – valued for its accessibility, versatility across occasions such as brunch and early evenings, and strong operational appeal, offering quick serve times and attractive margins for operators. Disaronno’s signature serves, including the Disaronno Spritz, are well positioned to capitalise on this structural shift in consumer behaviour.
The campaign launches against a backdrop of strong performance for the brand. In the on-trade, Disaronno Originale is outperforming the total spirits category, delivering +8.8% value growth compared to +0.7% for spirits overall, and now ranks as the #9 spirit by value and the #1 non-cream liqueur (NCL). In the off-trade, the brand is also outperforming the market in volume, while maintaining its position as the #1 NCL brand in Q4 2025.
The Dolce Side of Life campaign has been developed by creative agency 72andSunny Amsterdam and will be brought to life through a fully integrated campaign spanning ATL, PR, influencer activity and trade marketing. The first burst of ATL media will run for five weeks across social media from 19th April to 18th May, launching on Amaretto Day – or as we like to call it, ‘Disaronno Day’. This will be supported by in-venue activation, menu integration and social amplification designed to drive footfall and visibility. A larger ATL burst is planned for Q4 to further amplify the campaign’s reach. The Everyday Dolce platform will be embedded across all brand touchpoints, ensuring consistency from consumer communications through to execution in venue.
Dries added: “Last year we celebrated 500 years of Disaronno, and this new campaign is about building a brand that thrives for the next 500 years. For the trade, it’s a clear opportunity to tap into one of the most dynamic serves in the category, supported by a campaign designed to drive both demand and visibility both at home and in venue.”
Comments are closed.