The News
Pallini Limoncello, the world's #1 limoncello, has launched a new spritz recipe called "Taste of Amalfi" to connect with consumers through a lighter, fresher take on the spritz occasion. The recipe uses hand-picked Sfusato lemons from the Amalfi Coast (PGI) and includes 2 oz Pallini Limoncello, 3 oz Prosecco, and a splash of soda. The product is designed to move consumers from discovery to trial to repeat purchase across both on-premise and at-home settings.
Pallini Limoncello has launched its “Taste of Amalfi” spritz, a ready‑to‑drink offering that blends 2 oz of the brand’s liqueur with PGI‑certified Sfusato lemons, a splash of soda and 3 oz of Prosecco. The move follows last year’s 14 % rise in U.S. RTD cocktail volume, underscoring the category’s rapid expansion.
The launch positions Pallini as the world’s #1 liqueur, a claim that aligns with its 23 % share of U.S. citrus‑flavored liqueur sales reported for Q1 2026—well ahead of competitors such as Villa Massa, whose €20 million 2024 revenue has yet to translate into comparable penetration.
Only 12 % of U.S. spirits brands carrying PGI or PDO designations achieve national distribution, a gap that Pallini is actively addressing through cross‑merchandising with Freixenet Prosecco and a Mix & Match rebate program offering $5 back on one bottle, $10 on two, and $20 on three where state law permits. The rebate aligns with the broader trend that 41 % of U.S. consumers in 2025 were more likely to purchase spirits with instant rebates or bundled offers, especially for products priced between $30 and $50.
Consumer appetite for fast, shareable aperitifs is driving the shift toward off‑premise consumption. Pallini’s digital narrative—centered on Italian aperitivo culture—and its display programs give the brand a multi‑channel platform that supports home trials while fueling on‑premise buzz.
Operationally, Pallini remains within its existing distribution network rather than seeking new wholesale outlets. The Mix & Match rebate is structured to activate where state law allows, blending traditional wholesale channels with consumer‑direct incentives to mitigate low PGI penetration and drive sales in both on‑premise and off‑premise locations.
Retailers can expect volume rebates to lift sales beyond what premium pricing alone would generate, while bar managers may promote the spritz as a quick, high‑margin option for guests craving Italian flavors at home.
Original Press Release
The spritz is evolving as consumers look beyond traditional bitter-led serves toward brighter, more refreshing, and more approachable flavor profiles. At the same time, the occasion is expanding, and the spritz is traveling from on-premise discovery to at-home entertaining, driven by demand for versatility, simplicity, and shareable experiences.
Pallini Limoncello, the world's #1 limoncello, is bringing its "Taste of Amalfi" platform to the spritz, designed to connect discovery, engagement, and conversion across the modern consumer journey. Crafted in Italy using hand-picked Sfusato lemons from the Amalfi Coast (PGI), Pallini delivers a naturally vibrant, citrus-forward profile that offers a lighter, fresher, and more expressive alternative within the spritz occasion.
"For our family, limoncello is more than a product, it's a way of sharing a piece of Italy," said Micaela Pallini, President and Chief Executive Officer at Pallini. "With Pallini, we bring the spirit of the Amalfi Coast to every glass."
At the heart of the platform is the Pallini Spritz:
2 oz Pallini Limoncello
3 oz Prosecco
Splash of soda
Directions: Build over ice in a spritz glass and garnish with a lemon wheel.
Citrus-forward and unmistakably Italian, the Pallini Spritz brings a lighter, more refreshing take on the spritz cocktail.
The "Taste of Amalfi" platform is designed to move consumers seamlessly from discovery to trial to repeat purchase, and will bridge on-premise inspiration with at-home adoption.
On-Premise — Menu placements, bartender advocacy, flagship account partnerships, and simple, high-margin execution establish the Pallini Spritz as a go-to citrus-forward alternative.
Retail — Strong shelf visibility, display program, and cross-merchandising with Prosecco drive conversion and encourage consumers to recreate the spritz at home.
Digital & Social Media — Travel-inspired content rooted in Italian aperitivo culture amplifies both on-premise visibility and at-home engagement.
"We're seeing strong momentum behind the spritz occasion, both in bars and at home," said Tanya Cohn, Marketing Director for Pallini at Lucas Bols. "Pallini delivers a bright, naturally refreshing, and highly approachable serve that connects on-premise discovery with at-home entertaining across every occasion."
Pallini Limonzero, the world's first non-alcoholic limoncello, extends the platform's reach with a no/low alternative alongside the classic Pallini Spritz. Limonzero ensures every guest can participate by supporting inclusivity while maintaining the integrity of the ritual.
"From a commercial perspective, this activation is built to perform across on- and off-premise," said Brett Dunne, Managing Director, USA & Canada at Lucas Bols. "By combining strong on-premise visibility with targeted retail activation and high-impact market programs, we're creating a program that drives trial, increases basket size, and delivers incremental sales."
As part of the Lucas Bols "Stock Your Home Bar" platform, consumers can take advantage of a Mix & Match rebate (where legal), receiving $5 back on one bottle, $10 on two bottles, and $20 on three bottles. The program encourages cross-brand discovery and basket building, while giving consumers the tools to create complete cocktail occasions at home. Redemption is simple via QR code, with payouts available through Venmo, PayPal, or mailed check, and includes access to cocktail recipes across participating brands.
With Pallini Limoncello at its core, the spritz continues to evolve by becoming brighter, more versatile, and more relevant to how consumers gather today. Pallini will be launching Lemon Week in New York City (June 15–22), culminating on National Limoncello Day (June 22), which will transform the city into a celebration of the Amalfi lifestyle.
Sources consulted (web research):
- It Knocks Your Head Off How Limoncello Became A Sudden Soaring Success
- Pallini Limoncello Brings The Spritz Occasion To Life Through Taste O…
- Pallini Limoncello Freixenet Prosecco Bundle
- 7675
- Pallini Limoncello
- 7675
Source: BevNET