Disaronno has partnered with Italian designer Moschino to produce a limited edition bottle which will initially only be available in travel retail.
Overprinted with a design repeating the famous Moschino red heart on a black background, the bottle is aimed at the Christmas gift market. It has launched into travel retail this month and will be distributed into domestic markets from November.
Set to appear in major airports, retailers listing the special edition bottle include Heinemann, World Duty Free, Aldeasa, Hellenic Duty Free Shops, Dubai Duty Free, Dufry Italy, LS travel retail, London Supply and IOSC.
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Illva Saronno General Manager Stefano Battioni said: “We were interested in the idea of linking the iconic image of our bottle and brand to that of another, which is also recognizable all over the world, with a specially designed Christmas look.
“Even though Disaronno is already known for Italian quality and style worldwide, we’re always trying to reinvent ourselves and stay fresh, which is why we decided to get involved in the world of fashion, in particular Moschino, another dynamic brand with a long Italian heritage.
“Travel retail was chosen as the initial launch distribution channel for the special edition as it is such a great platform to showcase the product.”
A proportion of profits from the limited edition bottles will go to the charity Fashion for Development (sponsored by the United Nations) to help its development in Africa.
The spirits company has also marked the collaboration by creating a new cocktail which combines the liqueur with lemon juice, cranberries and champagne.
“Moschino represents energy, passion, joy and positivity,” said Moschino Creative Director Rossella Jardini. “The red heart has always been one of our symbols. For Christmas we will cover the Disaronno bottle with hearts wishing lots of love to our friends and theirs.”
