New campaign promotes the Disaronno Sour

Disaronno Sour trikeFirst Drinks is embarking on a new nationwide sampling and on-trade campaign for its non-cream liqueur Disaronno focusing on the key serve, the Disaronno Sour.

It begins this week in Edinburgh with a branded trike called the Disaronno Sour Station, with an in-built lemon-juicing mechanism for freshly making the classic cocktail.

It will be at The Hub, a 19th-century listed building on Edinburgh’s Royal Mile, from August 29 to 31, tying in with the last days of the Edinburgh International Festival.

As part of the campaign’s support of the on-trade, First Drinks has also developed a pre-mixed sour serve, which simply requires bartenders to add the amaretto. The pre-mix will be available to over 3,000 outlets across the UK.

Aimed at raising the profile of the Disaronno Sour with consumers and the trade, the trike will appear at other key events across the UK including London Cocktail Week in October.

The trike, along with a Disaronno promotional team, will introduce people to the signature serve, offering free Disaronno Sour tokens for redeeming at participating on-trade accounts.

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.

“Non-cream liqueurs are currently worth £681million to the on-trade, up 25%, so they represent a huge profit opportunity for customers. 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.

“We’re confident that this high-profile activity and the brand education around the new serve will grow sales for our customers and make the Disaronno Sour an established bar call with consumers.”

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