Illva Saronno is returning to the TFWA Asia Pacific Exhibition & Conference in Singapore next month (B2 B8) with plans to extend its market share over the next five years.
Heading its product line-up is the Disaronno liqueur, which is available in a limited-edition collaboration with Italian fashion house Etro. The Disaronno wears Etro bottle draws inspiration from the brand’s Autumn/Winter 2016 collection.
Every year Illva Saronno introduces a new collaboration with an Italian fashion designer; the upcoming edition remains under wraps until later this year.
Disaronno Riserva, a blend of Disaronno Originale and a Scotch whisky, is a limited edition presented in a black wooden case. Illva Saronno believes this expression is well suited for buyers in Asia Pacific who are looking for “premium products presented in stunning packaging”.
Tia Maria will be presented in new packaging, introduced to travel retail at the 2016 TFWA World Exhibition, designed to highlight the shape of its bottle. The red label on the black bottle is said to increase the brand’s on-shelf presence.
The new Tia Maria bottle has been tested with consumers through neuromarketing research, which combines traditional marketing with neuroscience and psychology. Neuromarketing is said to measure what occurs in the human brain when it is subjected to stimuli related to products or brands.
Bitter aperitif Rabarbaro Zucca, which is made from an infusion of rhubarb rootstocks and herbs, will also be highlighted.
Illva Saronno’s wine offer will include Duca di Salaparuta and Florio. Duca Enrico was produced for the first time in 1984 and is said to be the first single varietal wine made from Sicilian Nero d’Avola grapes. Illva Saronno said Florio wines “come to life” in an area of south-western Sicily, which combines micro-climate, vines and land.
Illva Saronno International Sales Director Domenico Toni said: “Asia Pacific is still a very new region for us, and we have been slowly introducing our brands over the past year.
“We are planning on greatly building our business there, in both travel retail and domestic, over the next five years, so the TFWA Asia Pacific Exhibition & Conference is a vital resource for us to accomplish our goals. We first exhibited at the show last year, and received plenty of interest from buyers; we have high hopes that this year will be even more successful for us.”
Disaronno Sour cocktails will be featured at the TFWA Asia Pacific bar, on level 4 of the Marina Bay Sands Expo & Convention Centre.
