Amaretto, the delicious liqueur known for its distinct almond flavor, has undergone a rebranding in recent years and is now commonly referred to as Disaronno Originale. This name change was implemented in order to establish its provenance and differentiate itself from other brands of amaretto in the market.
The decision to rename the liqueur as Disaronno Originale is rooted in the desire to emphasize its heritage and authenticity. By adopting the name Disaronno, the producers aim to assert their claim as the original and true amaretto. This move is not uncommon in the world of spirits, where brands often rebrand or emphasize their history to gain a competitive edge.
However, it is worth noting that there is a competing origin story for amaretto, which traces its roots to the Lazzaroni family. The Lazzaroni family, renowned for their production of amaretti cookies, began bottling and selling their own version of amaretto in the mid-19th century. This alternative narrative adds an interesting layer to the story of amaretto and its name change.
As a sommelier and brewer, I have had the pleasure of tasting and exploring various amaretto brands, including Disaronno Originale. The name change to Disaronno adds a sense of exclusivity and uniqueness to the liqueur, making it stand out among its competitors. It allows consumers to easily identify and associate the name with the distinct flavor profile and rich history of amaretto.
Moreover, the rebranding to Disaronno Originale serves as a marketing strategy to appeal to a wider audience. The name itself has an Italian ring to it, evoking images of the country's rich culinary tradition and craftsmanship. This can be particularly enticing for consumers who appreciate Italian culture and are drawn to authentic and traditional products.
In addition to the name change, the packaging of Disaronno Originale has also undergone a transformation. The iconic square bottle with the distinctive label featuring a red cap and a blue background is instantly recognizable. This visual identity further reinforces the brand's image and helps it stand out on store shelves.
The decision to rename amaretto as Disaronno Originale is a strategic move by the producers to establish their claim as the original and authentic amaretto. It allows the brand to differentiate itself from competitors and appeal to consumers who value tradition, quality, and a touch of Italian flair. Whether you prefer to believe the Disaronno or Lazzaroni origin story, one thing is certain – the taste of amaretto remains as delightful as ever.