September 30 2024  |  Spirits & Tobacco

Illva Saronno looks to become a recognized player in the whiskey category

By Laura Shirk


The acquisition of Sagamore Spirit last year proved that Illva Saronno is working hard to become a recognized player in the global whiskey industry

Italian multinational drinks company Illva Saronno known worldwide for its iconic Disaronno Originale and Tia Maria, says reinforcement of these brands is central to its strategic plan. Both the heritage and presence of the two are continuously enhanced through sustained investment in global travel retail. The company’s long-term vision is to celebrate life, together, in style by developing and nurturing premium brands across key spirits categories, while promoting a culture of responsible drinking. Global travel retail is a core channel as it provides a crucial touchpoint for this vision.

The acquisition of Sagamore Spirit last year proved that Illva Saronno is working hard to become a recognized player in the global whiskey industry, as well as tap into the premium American whiskey segment. This move, alongside the development of The Busker Irish Whiskey highlights its ambitions for the future. Within the whisky category in travel retail, the company has a strong presence in Europe with The Busker Irish Whiskey. It has also been intensifying its efforts in the Americas. Looking forward, it has an excellent opportunity to grow, thanks to its premium product portfolio: The Busker’s Single Collection or Small Batch, Sagamore’s Cask Series and Engine Gin's innovative liquid and design.


An inside look at the Sagamore Spirit Distillery in Maryland, USA

The rebirth of rye whiskey

Speaking about evolving preferences and trends, consumers seek quality, authenticity and uniqueness. The spirits category is currently experiencing the rebirth of rye whiskey. Whiskey drinkers and mixologists are increasingly seeking and exploring other subcategories of American whiskey with a resurgence of rye whiskey.

This is perfect timing considering the Sagamore premium product portfolio. Sagamore Spirit is dedicated to reviving the whiskey-making legacy in Maryland, USA. The legacy of Maryland rye whiskey is a storied one that is deeply intertwined with the history of American distilling.

To meet the growing demand for premium whiskies, Illva Saronno has created limited editions such as travel retail exclusive The Busker Single Cask Pot Still, in addition to super premium SKUs for Sagamore Spirits. By promoting these brands and ensuring their visibility in key travel retail markets, the company emphasizes an exceptional customer experience at the point of sale and ensures travelers encounter brands in an engaging and memorable manner. This strategy not only solidifies brand loyalty, but also attracts new consumers, as well as positions Illva Saronno as a formidable player in the segment.

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