The News
ILLVA SARONNO HOLDING has rebranded to DISARONNO GROUP. The company reported a 3% increase in turnover compared to 2024, with consolidated revenues reaching €370 million. International markets account for 70% of the group's turnover, and the company has completed acquisitions of Amaro Averna and Zedda Piras by the summer of 2025.
This week’s column looks at the Disaronno Group’s recent re‑branding and what it means for distributors, retailers, and on‑premise operators who already know the brand’s storied past but may not see how the change reshapes their commercial landscape.
The Group reported a €370 million turnover in 2024—up 3% year‑on‑year—with 70 percent of sales coming from markets outside Italy. In a global spirits market worth roughly $500 billion, that figure is modest yet meaningful for a family‑owned group whose heritage has long underpinned its brand equity.
The Group’s growth dynamics sit against broader category trends. U.S. liqueur volumes have slipped 1–2 % annually as consumers move toward lower‑alcohol or non‑alcoholic options, while premium liqueurs—especially those with a clear “aperitivo” identity—have shown resilience in unit sales and price growth. The €100 million acquisition of Amaro Averna and Zedda Piras adds two well‑known Italian amari to the portfolio, but their penetration in the U.S. market has been modest so far; the “aperitivo” trend that drove a pandemic‑era surge is now stabilising, suggesting immediate international sales gains will be incremental rather than transformative.
Distributors may benefit from the premium positioning of Disaronno and its whiskey sister brands, which historically command higher margin. Operators who rely on high‑volume, low‑margin products should view this expansion as a long‑term positioning move instead of an instant volume boost.
Ownership by the Reina family gives the Group a heritage narrative that can be leveraged when negotiating shelf space or on‑premise placements—an attribute that helps it stand out in markets where consumers are increasingly sceptical of conglomerate‑owned brands.
The near‑two‑thirds share in spirits sales—comprising Disaronno, Tia Maria, The Busker Irish Whiskey, Engine Gin and others—means any shift in distribution strategy will reverberate across a broad product mix. With 70 % of revenue generated outside Italy, roughly €259 million of the Group’s turnover comes from international markets, underscoring its reliance on export growth.
For bars and restaurants, the premium positioning dovetails with cocktail trends that favour high‑proof, flavour‑rich spirits. The re‑brand’s emphasis on “Il Buon Vivere”—a philosophy of enjoying life—offers a narrative hook that can enrich menus for guests seeking an elevated experience. Retailers can lean on the heritage angle to set themselves apart in crowded aisles, especially when larger conglomerates lack comparable depth.
Disaronno Group’s re‑branding and acquisitions point to a focus on premiumisation and export expansion. The €370 million turnover signals steady growth, yet its dependence on international markets—particularly within liqueurs—means operators should lean on heritage storytelling and premium positioning instead of chasing rapid volume spikes from the new amari offerings.
Disaronno’s 70 % export revenue places it among the upper echelons of export‑heavy spirits brands, positioning it to capitalize on the next wave of global distribution opportunities.
Original Press Release
ILLVA SARONNO HOLDING announces its rebranding to DISARONNO GROUP, marking a strategic evolution designed to strengthen the company's global presence and communicate its purpose even more clearly: Celebrate "Il Buon Vivere" Together. This renewed mission reflects DISARONNO GROUP's identity and the culture that has always set the company apart—deeply rooted in heritage, yet open to conviviality, quality, and the pleasure of sharing authentic moments. These values come to life through a global portfolio of truly iconic brands.
The transition to DISARONNO GROUP builds on a solid and coherent growth path developed over time. The Group delivered positive performance in its latest financial year, with turnover growing by around +3% versus 2024 and consolidated revenues reaching €370 million ($433 million). These results confirm the strength of DISARONNO GROUP's business model and its robust positioning across international markets, supported by a well-diversified business structure. International expansion remains central, with 70% of turnover generated outside Italy and a distribution network spanning almost 160 countries worldwide. Growth in 2025 was further accelerated by extraordinary operations, including the acquisitions of Amaro Averna and Zedda Piras announced at the end of 2025, with completion expected before the summer.
The new brand architecture has been designed to organize DISARONNO GROUP's activities in a clear and effective way, while keeping a strong and coherent identity at its core. The corporate brand DISARONNO GROUP, which evokes the historic crest of the Reina family—founders and owners—acts as an umbrella brand that unites and enhances the entire company ecosystem across its three divisions (Spirits, Wines, and Ingredients), while preserving the autonomy and distinctive positioning of each individual entity.
The Spirits division, which accounts for nearly two-thirds of the Group's turnover, will be united under the corporate brand DISARONNO INTERNATIONAL. It controls and distributes iconic brands such as Disaronno, Disaronno Velvet, Tia Maria, The Busker Irish Whiskey, Engine Gin, Sagamore Rye, Rabarbaro Zucca, Artic Vodka, Isolabella Limoncello, and Sambuca.
DISARONNO INGREDIENTS will continue to represent the ice cream business of DISARONNO GROUP, representing 27% of turnover. It operates as an integrated hub and a single point of contact for the market, offering a comprehensive portfolio of semi-finished products for ice cream and bakery, as well as related accessories.
The Wines division, operating under the new umbrella brand DUCA WINES, accounts for 11% of turnover and brings together iconic brands that represent Italian winemaking excellence worldwide, including Duca di Salaparuta, Florio, and Corvo.
"The transition to DISARONNO GROUP represents a natural evolution of our journey," said Marco Ferrari, CEO of DISARONNO GROUP. "This new corporate identity strengthens the Group by enhancing the shared values that unite our companies and by enabling a more scalable organization with an increasingly premium and structured profile. Choosing an iconic and recognizable name like Disaronno allows us to look to the future while maintaining a strong connection to our roots. With this new identity, we reinforce our international vision and our ability to consistently express the values that guide us. Celebrating 'Il Buon Vivere' Together is not simply a mission, but the principle that inspires all our activities and relationships."
With this evolution, DISARONNO GROUP confirms its ambition to grow further in global markets, consolidating a model that combines tradition and innovation, strategic vision, and entrepreneurial culture.
Sources consulted (web research):
- Disaronno Owner Unveils New Name
- Illva Saronno Holding Rebrands To Disaronno Group
- Illva Saronno Holding Announces Rebranding To Disaronno Group
- Illva Saronno Holding Rebrands As Disaronno Group Following 2025 Growth
- Illva Saronno Rebrands As Disaronno Group
- Illva Saronno Holding Rebrands Disaronno Group
- Illva Saronno Holding Announces Name Rebranding To Disaronno Group 30…
- Disaronno Group Completes Amaro Averna Acquisition
Source: BevNET