TITLE

Seagram's new Pisa to battle Di Saronno

AUTHOR(S)
Chura, Hillary
PUB. DATE
November 1999
SOURCE
Advertising Age;11/29/1999, Vol. 70 Issue 49, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on a test being conducted by Seagram Spirits & Wine on a nut-flavored Italian cordial called Pisa to compete against Di Saronno amaretto from Bacardi USA. Pisa could be rolled out across the U.S. by the end of 2000 if it is successful. This is the only Italian import marketed by Seagram. Mica Wilson, portfolio development manager at Seagram, said Pisa, which is made from three unidentified nuts, is not as sweet as Di Saronno amaretto. The brand is the country's No. 6 imported liqueur and is supported by a national advertising campaign from McKinney & Silver.
ACCESSION #
2585008

 

Share

Other Topics