Amaretto, the delicious almond-flavored liqueur, has undergone a rebranding in recent years and is now commonly known as Disaronno Originale. This name change was implemented in an effort to assert its provenance and differentiate itself from other brands of amaretto that have emerged in the market.
The decision to adopt the name Disaronno Originale is rooted in the desire to emphasize the drink's unique heritage and authenticity. By associating the liqueur with its original origins, the brand aims to establish itself as the true and original amaretto. This move is strategic, as it allows Disaronno to distinguish itself from other liqueurs that claim to be amaretto but may have different recipes or production methods.
Interestingly, there is a competing origin story for amaretto that traces its roots back to the Lazzaroni family, renowned makers of amaretti cookies. According to this narrative, the Lazzaroni family began bottling the alcoholic version of their amaretti cookies for commercial sale in the mid-19th century. This alternative origin story adds a fascinating layer of history and tradition to the liqueur.
While it is difficult to ascertain the absolute truth behind the origins of amaretto, it is clear that Disaronno has taken steps to assert its claim as the original and authentic version of the liqueur. The name Disaronno Originale signifies a commitment to preserving the traditional recipe and production methods that have been passed down through generations.
In my personal experience as a sommelier and brewer, the rebranding of amaretto as Disaronno Originale has had a significant impact on how the liqueur is perceived and consumed. The name change has created a sense of exclusivity and prestige around Disaronno, making it a sought-after choice among consumers.
Additionally, the rebranding has allowed Disaronno to establish a strong brand identity and stand out in a crowded market. By emphasizing its provenance and authenticity, Disaronno has successfully positioned itself as the go-to choice for those seeking a genuine amaretto experience.
The decision to rename amaretto as Disaronno Originale is a strategic move that aims to solidify the brand's position in the market and differentiate itself from competitors. Whether the liqueur's true origins lie with Disaronno or the Lazzaroni family, the name change has undoubtedly contributed to the continued popularity and success of this delightful almond-flavored liqueur.