SO THE LEGEND BEGINS
The warm, sophisticated taste of DISARONNO has a lineage dating back to one of the most romantic and creative periods in Italian history – the Renaissance. In 1525, the artist Bernardino Luini, a brilliant pupil of Leonardo da Vinci – was commissioned to paint a fresco of the Madonna of the Miracles in Saronno (Madonna dei Miracoli in Saronno, where the Fresco is still displayed today).
A MUSE IS CHOSEN
To portray the Madonna, he chose as his muse a beautiful local innkeeper.
A SIMPLE GESTURE OF KINDNESS
As a mark of her gratitude she prepared for the artist a special gift of a flask full of an amber liqueur, fragrant and delicate. That is how the legend of DISARONNO arose: from a simple gesture of kindness and the unique handmade combination of secret ingredients.
THE ANCIENT RECIPE REDISCOVERED
In 1600, many families would distill their own liqueurs and digestives.
The Reina's were just one of those families and Giovanni Reina rediscovered the innkeeper’s old recipe.
A WELL-GUARDED SECRET
The Reina family has closely guarded the secret formula, passing it from one generation to the next.
OPEN FOR BUSINESS
In the first years of the twentieth century, Domenico Reina decided to open a store and workshop near the terminus of the steam tram line from Milan, which took the name of “Domenico Reina Coloniali”, situated in the heart of Saronno. It was here that the Disaronno Originale was produced and sold commercially.
A MORE EXCLUSIVE LOOK
The very first bottle was classical in inspiration and dates back to when Domenico Reina made his liqueur in his little workshop. As Disaronno evolved, the bottle gradually developed a more exclusive look.
THE ICONIC BOTTLE ARRIVES
Adding an elegant, original label, the bottle abandoned the “cylinder” in favor of a squarer shape, giving a unique and unmistakable identity.
In 1947, I.L.L.V.A.: Industria, Lombarda, Liquori, Vini & Affini, (Lombardy Industry of Liquors, Wines and Similar Goods) was founded in the wake of the success of this artisan trade. Today, the headquarters are located in the plant in Saronno and the property is 100% owned by the Reina Family. Still to this day, it is where DISARONNO Is produced, along with many other successful Italian brands.
The first great export boom came in the sixties, when the liquor was presented and promoted in many different countries, as one international success followed another.
U.S SURGE IN DEMAND
The European spearhead was soon followed by the U.S, which developed a keen taste for the Italian liqueur.
Customers all over the world became passionate for DISARONNO, the public liked the product even more than had been expected.
MASTER GLASSMAKER ADD SPARKLE
The challenge was set to design a bottle which reflects the quality and tradition associated with DISARONNO.
WORK OF ART CREATED
In the seventies, a master glassmaker from Murano, Venice, created a work of art. The hand-crafted, unique ‘square bottle’ was made from softly sparkling glass, and formed the now familiar design, recognized all over the world.
The bottle has an unequivocal brand image that has only been retouched on occasion, without ever losing its essential characteristics.
A NAME TO REMEMBER
The brand has gradually evolved, building on the product’s original values to highlight the uniqueness and personality of DISARONNO.
A FINAL DECISION
The decision was made to identify it from other competitor amaretto liqueurs, allowing it to become the one and only, the authentic DISARONNO.
NEW LABEL. NEW GENERATION.
A new label was the finishing touch for DISARONNO, making the bottle now seem more precious and premium with its fresh, modern look.
Our velvety smooth taste and unmistakable aroma gave DISARONNO the reputation of the world’s favourite Italian liqueur, which is stated proudly on its label.
From humble beginnings as a thank you gift, today DISARONNO enjoys true style status as the world's favourite Italian liqueur. And, with over 100 perfect mixes to suit your mood, the brand and fan base continues to grow on a journey of multi-sensory discovery. Are you Open to Possibilties?