Illva Saronno is launching bitter aperitif Rabarbaro Zucca in travel retail.
The Disaronno-maker said the time was right for launch in the channel given the increased popularity of bitters in the domestic market and with the liqueur now considered a “vital part” of the mixology world.
“We initially relaunched Rabarbaro Zucca with a fresh new look into the US domestic market in April 2016 and the feedback has been exceptional,” explained Illva Saronno International Sales Director Domenico Toni.
“With this in mind we felt the global stage of travel retail would be an excellent platform to reach a wider global consumer. Bitters have become increasingly popular with bartenders over the past few years, after being introduced by influential mixologists.
“Long gone are the days of bitters collecting dust on shelves; today they are recognised as a quality craft brand, and are used daily in bars all over the world. This we believe provides us with a great opportunity for the brand in travel retail.”
Rabarbaro Zucca is made from an infusion of rhubarb rootstocks and a secret selection of rare herbs. It will be showcased at the TFWA World Exhibition in Cannes at Illva Saronno’s stand (Green Village, M52).
The updated bottle design combines contemporary and traditional aspects. The three medals won at the 1906 Milan International, 1911 Turin International and 1935 Brussels International exhibitions feature alongside other elements such as the year of production and Italian King Vittorio Emanuele III’s effigy.
