Matthijs van Zanten, Zamora international global marketing manager, told DI: “Premium Limoncello is in growth internationally and Villa Massa is leading that growth. We are focusing on building sales in all existing markets and in terms of new markets, we are looking at the opportunity to launch in the UK at the moment.”
Villa Massa started to double its production in 2006 after its collaboration with the Zamora Group and produces around one million litres annually.
Van Zanten added: “Villa Massa is the established market leader and by building our culinary associations and promoting our authentic Italian heritage, we aim to reinforce this position and increase our market share by 50% by 2020. We are the reference of excellence in the Limoncello category.”
In terms of markets, the brand is currently present in 52 markets and the US is its fourth major market, representing 9% of its volume and growing at over 6%. Italy is its biggest market, but also one of its most challenging ones due to the proliferation of homemade limoncello in the region. Spain and The Netherlands are second and third.
The brand celebrated its 25th anniversary this year and marked the occasion by releasing a new bottle, abandoning the traditional design in favour of a more modern one that fits in the freezer.
Villa Massa is the only Limoncello to own its lemon groves - Le Grottelle, on the Sorrento cliffs overlooking the sea. The product contains no artificial flavours or preservatives and only bottles on demand to ensure its quality and freshness.
“We have become more relevant and engaged new consumers with Villa Massa, boosting growth in both mature and emerging markets. Our light, fresh and contemporary signature serve, Villa Massa & Tonica served with fresh basil has strengthened the brand’s positioning and status,” Van Zanten said.