Disaronno Originale, the popular Italian liqueur, was previously known as Amaretto di Saronno. This name change occurred in 2001 for marketing purposes. As an expert sommelier and brewer, I have had the opportunity to explore and appreciate various types of alcoholic beverages, including Disaronno Originale.
Amaretto di Saronno was a well-established name in the liqueur industry, and it had a strong association with the town of Saronno in Lombardy, Italy. The name itself indicated that it was an amaretto liqueur originating from Saronno. Amaretto, derived from the Italian word “amaro,” meaning bitter, is a flavored liqueur with a distinct almond-like taste.
However, in an effort to rebrand and modernize the product, the decision was made to change the name to Disaronno Originale. This name change aimed to give the liqueur a more contemporary and international appeal. It is important for companies to adapt and evolve their branding strategies to remain relevant in a competitive market.
Personally, I find the name Disaronno Originale to be more intriguing and memorable compared to its previous name. The word “originale” suggests a sense of authenticity and uniqueness, which can be appealing to consumers. This change in name also allowed the brand to break free from the geographical association with Saronno and position itself as a globally recognized liqueur.
Rebranding is a common practice in the beverage industry, as companies strive to attract new customers and remain competitive. The new name, Disaronno Originale, conveys a sense of tradition and heritage while also appealing to a modern audience. It is crucial for brands to strike a balance between maintaining their traditional roots and adapting to evolving consumer preferences.
In addition to the name change, Disaronno Originale also underwent a redesign of its packaging. The iconic square-shaped bottle with its distinctive label has become synonymous with the brand. This packaging makeover further contributed to the modernization of the product and its appeal to a wider consumer base.
The name change from Amaretto di Saronno to Disaronno Originale was a strategic move by the brand to reposition itself in the market. While the original name had its own charm and historical significance, the new name and packaging have allowed Disaronno Originale to remain relevant and gain popularity among consumers worldwide.