The fastest growing limoncello brand in the UK on-trade is zesting up the nation[1]
Following a standout year as the fastest-growing limoncello brand in the UK on-trade[2] Isolabella Limoncello is set to make an even bigger mark this summer with nationwide listings in over 1,200 Mitchells & Butlers venues. Crafted from the finest Sicilian lemons, Isolabella is bringing its zesty roots to the menus of some of Britain’s most beloved bars, pubs, and restaurants—this summer and beyond.
Growing in popularity, lemon has become the second fastest-growing cocktail flavour in the UK[3] and in 2024, there were over 400,000 searches for “Limoncello Spritz”[4]. To match this demand, Isolabella Limoncello are conducting a Roadshow that will tour Mitchells & Butlers venues across the UK, with a series of eye-catching pop-up bars that will help build momentum, create brand awareness and increase footfall across venues. Throughout summer, the citrus-fuelled roadshow will visit locations including Bristol, Birmingham and London.
Consumers will now have the chance to enjoy Isolabella’s hero serve, the Limoncello Spritz, at key Mitchells & Butlers venues, including All Bar One, Browns Brasserie & Bar and Miller & Carter, with its bright and zippy, on-trend flavour. Guests can also enjoy Isolabella’s signature Limoncello shot, perfect as a sophisticated after-dinner digestif, or for getting parties started this summer. Excitingly, consumers can now watch out for the Isolabella Limoncello Spritz as part of Bottomless Brunch promotions across the venues.
The partnership also includes team training, including a bespoke video developed by the Isolabella team, to clearly communicate the brand USPs and ensure consistent messaging about the spritz serve. The aim of these ongoing training and engagement initiatives is to maintain momentum and brand consistency at the point of sale within the on-trade. The activation will also be supported through social media campaigns and paid-for influencer support.
Speaking about the activation, Peter Dries, Regional Trade Marketing Director – Northwest Europe at Disaronno International says: “We’re delighted to partner with Mitchells & Butlers this summer to reach even more consumers nationwide with Isolabella Limoncello. We know that drinkers’ preferences are continuing to shift towards citrus flavours, which means a big opportunity for the Limoncello Spritz serve this year. Looking ahead, the focus for Isolabella Limoncello remains on developing the serve for year-round appeal, extending on-trade partnerships, and using social media as a tool to build the brand and reinforce consumer trust as a new drink on the market.
Scott Douglas, On-Trade Sales Director at Disaronno International UK says: “Our partnership with Mitchells & Butlers emphasises our commitment to strong, collaborative on-trade relationships, with a focus on launching NPD that delivers tangible commercial impact driving both volume and value for our customers. This summer, Isolabella Limoncello takes its next step in growing its on-trade presence with this partnership, bringing a taste of Sicilian sunshine to Britain this summer… one refreshing spritz at a time!”
Upcoming Isolabella Limoncello Roadshow locations and dates:
London
- Harts Boatyard, Surbiton – 14th June
Bristol where we will sponsor the parties at:
- The Botanist – 21st June
- Hole in the Wall – 19th July
For more information, keep an eye on Isolabella Limoncello’s Instagram page here.
[1][1]**CGA UK On-premise report P13, coverage up to MAT 12.2024
[2][2]**CGA UK On-premise report P13, coverage up to MAT 12.2024
[3] *Flavours of Cocktails drunk when out: Indexed vs Q1 2023
UK Mixed Drinks Q1 2024: Sample size 1020, Q1 2023 996
[4] **NL&UK data Glimps
