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Illva Saronno Forms U.S. Importer, Will Take Control Of DiSaronno In 2014

October 17, 2013

Italy’s Illva Saronno has formed a new U.S. import arm that will take control of its flagship DiSaronno amaretto brand in 2014. The new importer will be called Illva Saronno USA and will be headquartered in New Jersey. It will begin handling DiSaronno on January 1, 2014, after Illva Saronno’s current contract with Bacardi USA expires.

Bacardi USA has marketed DiSaronno since 1999, and the liqueur brand—the U.S. market’s 10th largest—has fared well under its stewardship. In 2002, DiSaronno’s U.S. volume was 285,000 cases, according to Impact Databank. By 2007, it had risen to 360,000 cases, and it finished 2012 at 405,000 cases—a 2.5% increase from the previous year.

The U.S. is a key market for DiSaronno, accounting for nearly 25% of its global sales. While Illva Saronno USA will be taking on DiSaronno, the rest of the Italian company’s portfolio—including Tia Maria liqueur (handled by Kobrand) and the Corvo, Duca di Salaparuta and Florio wines—will remain with their current importers.

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