Villa Massa Limoncello outpaces category growth – 27/03/08

Villa Massa records strong duty free sales in Belgium, Greece and Spain

ITALY. Sales of premium lemon liqueur Villa Massa have grown ahead of the total market, with full-year sales increasing +42% against 2006 figures, according to the company.

Total market growth for the fast-growing Limoncello (lemon liqueur) category in the US reached +23% in 2007 compared to the previous year.

Villa Massa Export Manager Gabriele Langella said: “2007 was a great year with solid sales growth in the US and key European markets. We have also successfully launched the brand in Mexico and are looking to launch the brand in Brazil in the second half of the year.”

Duty free sales were also strong, added Langella. “In our home market of Italy we are recognised as the leading Limoncello in the travel retail segment and sales continued to grow, with an increase of +33% on 2006. Sales in the travel retail sector were also strong in Belgium, Greece as well as Spain, where following a new listing with Aldeasa and an aggressive tasting campaign in Madrid Barajas and other Spanish airports sales increased ahead of our objectives.

“We are already talking to a number of duty free operators in North and South America as well as the Caribbean and we hope to announce new listings shortly.”

Langella noted that North American consumers had become sophisticated as the category had grown.

Villa Massa’s Limoncello is made from lemons originating from Sorrento which enjoy a “˜Protected Geographic Origin’ due to their premium quality.

Langella attributed the brand’s success to “the magic mix” of the premium botanical variety of the Sorrento lemon, the volcanic soil, the unique local micro-climate and century-old expertise of the local people.

Setting out the brand’s ambitious plans, Langella concluded: “Our overall objective remains to consolidate our position as the world’s premium Limoncello by increasing distribution with selected international partners and to build on last year’s global +26% sales increase.”

For details e-mail, or visit

Your post will appear – once approved – in The Moodie Forum on our home page

Food & Beverage The Magazine eZine