FANCY DRINKS: In a further push into all things lifestyle and summery, Missoni has now targeted cocktails.
After recently unveiling its new Missoni Resort Club outpost at the Rocco Forte Hotels’ Verdura Resort in Sicily, the Italian fashion house has partnered with Malfy Gin on a limited-edition bottle of Malfy Gin Rosa.
Developed under the guidance of Missoni Home’s creative director Alberto Caliri, the special bottle is customized with Missoni’s signature zigzag print and silver details. While the spirits themselves maintain their original formula — which own its sunset-nodding color to pink grapefruit — its packaging is replete with a collectible gift box as well.
Dropping this month in Italy, the U.K., Greece and in the global travel retail channel, the bottle is priced at 55 euros.
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Expressing the sun-soaked spirit of the Amalfi Coast, Malfy Gin is distilled in Italy using ingredients including handpicked juniper, lemons and Sicilian oranges, in addition to local pink grapefruit. The brand is controlled by The Absolut Group, an integral part of Pernod Ricard, which is the second-largest wine and spirits group in the world.
Murielle Dessenis, vice president, marketing global for gins at Pernod Ricard, said the tie-up with Missoni “is not just about fashion or spirits, it’s about bringing together two like-minded brands that celebrate the very best of what Italy has to offer. We truly share the same DNA and know this is the perfect collaboration for our audience, who have a passion for fashion and are looking to impress in effortless style.”
The company’s gin division is working on differentiating its portfolio — led by Beefeater Gin and including the likes of Monkey 47 and Japanese ultra-premium spirit Ki No Bi — and to build Malfy Gins as a lifestyle brand by tapping into the aperitivo and golden-hour moment in particular.
The Absolut Group also has divisions dedicated to vodka, led by the namesake brand; tequila, including the likes of Olmeca and Avión; mezcal, and liqueurs, such as Malibu and Kahlúa, among others.
As for Missoni, the fashion house already lent its distinctive zigzag pattern to Italian sparkling wine Ferrari Trento and, previously, for liqueur company Disaronno for a project with a charity bent, following in the footsteps of Italian fashion labels Moschino, Versace, Roberto Cavalli and Etro.
