Isolabella Limoncello is set to bring a taste of the Italian summer to UK consumers with the launch of a major on-trade activation, giving away 15,000 complimentary Isolabella Limoncello Spritz serves in celebration of Limoncello Day (22 June).
Delivered in partnership with Mitchells & Butlers (M&B), Greene King, DUSK and Citymapper, who is working exclusively with All Bar One, the multi-channel campaign aims to drive venue footfall and trial of the Isolabella Limoncello Spritz serve.
Running across over 300 participating All Bar One, Nicholson’s and Greene King venues, users will be encouraged to redeem free Isolabella Limoncello Spritz serves through the DUSK and Nicholson’s apps, respectively. Additional support via Citymapper advertising will further target consumers on-the-go, helping direct individuals into participating All Bar One venues, particularly on quieter trading days.
The activity taps into continued momentum behind spritz serves and citrus flavours within the on-trade. The spritz is now the number one cocktail in pubs[1], while one in three consumers typically opt for lemon-flavoured drinks when out-of-home[2], highlighting growing appetite for refreshing, citrus-led serves.
As the number one limoncello brand in the UK on-trade by both value and volume in Q1 2026[3], Isolabella Limoncello is continuing to build on strong momentum within the category. Latest CGA figures show the brand has achieved +250% growth in volume and +284% growth in value MAT, making it the fastest-growing limoncello brand in the on-trade and helping drive wider category expansion.
Mercedes Venster, On Trade Marketing Manager at Disaronno International UK, said: “Consumers continue to seek refreshing, easy-to-enjoy serves, with spritzes showing strong appeal across the on-trade. Through this campaign, we’re celebrating Limoncello Day by putting Isolabella Limoncello directly into consumers’ hands.”
“Partnering with DUSK – the Free Drink App that helps consumers find and try the best venues and drinks across the UK – alongside Citymapper, one of the UK’s most widely used transport apps, allows us to blend digital discovery with real-world experiences. Together, the campaign is expected to deliver 2.4 million impressions.”
The Isolabella Limoncello Spritz combines vibrant citrus notes with the growing consumer appetite for spritz-style serves, offering operators an opportunity to capitalise on demand for lighter cocktails during the summer trading period. The campaign will run throughout June, with free serves available via DUSK while stocks last. Consumers can claim one free serve while stocks last here: DUSK x Isolabella Limoncello offer
