Disaronno fires fashion statement salvo

First Drinks Brands is rolling out a raft of marketing initiatives for its liqueur brand Disaronno.

Created to drive sales among fashion-conscious young women, the push will include an opportunity for consumers to win "the ultimate makeover from the Disaronno Amaretto Style Squad".

The squad is a team of beauty experts

who will

tour the UK

during June and July.

For the off-trade a neck-collar promotion will be aimed at stressing Disaronno's versatility as a base for long drinks, with the tagline: Dive into Disaronno. From July, 100,000 50cl bottles will feature recipes as well as offering prizes such a week-long holiday for four to Sardinia, Alessi cocktail kits worth £110 and branded ice stirrers.

Disaronno Pitcher Perfect kits will be supplied to participating on-trade outlets to further promote the long serves. "These style-led campaigns accentuate the brand's long association with fashion and raise Disaronno's profile within its target audience to drive sales ," said First Drinks brand manager Mark Collins.