Italian liqueur Disaronno 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.
“Dolce Side of Life is about bringing a fresh, contemporary energy to Disaronno while staying true to its Italian heritage,” said Marketing Director Peter Dries. “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 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 per cent value growth compared to +0.7 per cent 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.
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.”