The world’s favorite Italian liqueur refreshes its iconic look following launch of new global brand platform celebrating the sweet pleasures of everyday life
Disaronno, the world’s favorite Italian liqueur, announces the launch of its new visual bottle identity following the launch of its global communication platform this year, the Dolce Side of Life.
The launch marks a significant milestone for the brand, combining a contemporary evolution of Disaronno’s iconic bottle with a renewed expression of the values that have made it one of Italy’s most recognised and beloved premium liqueurs around the world.
A Contemporary Evolution of an Icon
Inspired by its rich heritage and designed for today’s consumers, the new bottle identity refines and elevates Disaronno’s unmistakable visual codes while preserving the elements that have defined the brand for generations.
Taller, lighter, and brighter, the redesigned bottle retains its iconic silhouette while introducing a more contemporary and premium aesthetic. Key design enhancements include:
- A redesigned square cap featuring a more modern and distinctive look while preserving one of the brand’s most recognizable assets.
- The introduction of Domenico Reina’s embossed signature and a new DD monogram (representing Disaronno & Domenico Reina) as a tribute to the founder whose vision shaped the brand’s legacy.
- A refreshed color palette combining bright gold tones with light blue accents, bringing together heritage and modernity in a more vibrant and contemporary expression.
Created to strengthen consumer recognition and ensure greater consistency across all brand touchpoints, the new identity reinforces Disaronno’s position as a timeless icon with enduring contemporary relevance.
A Global Campaign “the Dolce Side of Life”
Earlier this year, Disaronno unveiled “the Dolce Side of Life”, a global campaign that celebrates the small moments of sweetness, connection, and enjoyment that enrich everyday life.
Research commissioned by DISARONNO INTERNATIONAL UK found that 67 per cent surveyed would like to live the ‘Dolce Vita’ lifestyle and associate the phrase with the best things in life (28 per cent) and Italian culture (26 per cent). The poll of 2,000 adults found that of all the European countries; Brits would like to adopt aspects of the Italian lifestyle most (24 per cent) followed by Spain (19 per cent) and France (14 per cent).
Inspired by the enduring appeal of la dolce vita, the campaign reimagines the concept for a new generation. Rather than a destination or an aspiration, the Dolce Side of Life presents a mindset, one that can be experienced anywhere, through authentic moments shared with friends, spontaneous celebrations, and the simple pleasures that make life meaningful.
Appearing throughout 2026 with significant media investment, the campaign represents a strategic evolution for the brand, designed to deepen relevance with modern consumers while highlighting the versatility of Disaronno’s signature serves, including the Disaronno Spritz and Disaronno Sour.
Peter Dries, Marketing Director at DISARONNO INTERNATIONAL UK said: “Disaronno has always balanced timeless Italian craftsmanship with a spirit of modernity, and this new bottle identity reflects that evolution perfectly. While remaining instantly recognisable, the redesigned bottle brings a more contemporary and premium expression of the brand, while strengthening our appeal for today’s consumers. As we continue to invite people to embrace The Dolce Side of Life, this new identity reinforces Disaronno’s position as a true Italian icon that remains as relevant and desirable today as ever.”
Luca Picotti, Global Chief Marketing Director of DISARONNO INTERNATIONAL added: “With this campaign, we aimed to honour everything Disaronno has always represented while connecting authentically with the needs and aspirations of today’s consumers. More than ever, people are looking for moments of sweetness they can enjoy in their everyday lives. The Dolce Side of Life captures exactly that: the beauty of what is real, simple, and accessible. Together with our new bottle identity, this campaign represents an important step forward for Disaronno as we continue to evolve while staying true to our heritage.”
The new bottle and campaign will launch across key international markets including the United States, the United Kingdom, Italy, the Netherlands, Canada, Belgium, and Greece, supported by an integrated media strategy spanning online video, connected TV, social media, out-of-home advertising, and influencer activations.
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