Zamora Company Released New Villa Massa Packaging
The liqueur brand introduced refreshed bottle designs as part of a global marketing campaign.
Updated on Oct. 14, 2026 in Consumer Goods
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Zamora Company has debuted updated packaging for its Villa Massa liqueur, featuring new imagery of Sorrento and Sicilian ingredients. This brand refresh follows the company's efforts to emphasize its Italian heritage.
Why it matters
The redesign aims to strengthen market identity for a product that represented a significant portion of company sales last year. It aligns with the firm's broader strategy to expand its brand world globally.
Villa Massa accounted for 5.5% of Zamora Company net sales in 2025, a year where total company sales reached €255 million and decreased by 2%. The company previously invested €2 million in October 2024 to expand its limoncello production plant.
The players
Zamora Company
This is a global spirits producer known for brands including Villa Massa and Licor 43.
Boundless Brand Design
This London-based creative firm specializes in brand strategy and packaging design for consumer goods.
The details
Designed by Boundless Brand Design, the new labels for the limoncello incorporate PGI lemon peels and imagery of Sorrento, while the amaretto label highlights Sicilian almond elements. The packaging is currently available in the Netherlands and Spain before a wider rollout.
Timeline
The brand previously refreshed its packaging in 2016.
In October 2024, the company invested €2 million in plant expansion.
The firm reported its annual sales data for the 2025 fiscal year.
New directors were appointed in North and Latin America in September 2026.
The new packaging designs will roll out globally by the first quarter of 2027.
Market Landscape
This rebranding effort follows the luxury spirits industry's move toward premiumization and heritage-focused labeling. By updating its aesthetic, Zamora Company positions its liqueur to compete more effectively against rivals in the crowded premium digestif market.
Consumers in the Netherlands and Spain will begin seeing the updated bottles on retail shelves immediately. Shoppers globally can expect the new designs to be standard across all markets by the first quarter of 2027.
The takeaway
Companies often refresh brand assets after a decade to maintain relevance with evolving consumer preferences. Maintaining a consistent Italian heritage narrative is a strategic move to preserve brand equity in the competitive international liqueur market.
Further reading
For additional context on industry trends, see our Consumer Goods section.
Source note: This article includes information reported by The Spirits Business.
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