Entertainment

Tassoni relaunches the cedrata, and it will be a success

March 26, 2023
9:34 AM

“How many things in the world can you do, but find a minute for yourself”: there are those who have read this sentence singing and those who lie. The vintage commercials of Cedrata Tassoni they are part of our cultural universe, one of those things that built the imagination of an entire generation of homes dominated by television as the means of communication par excellence.

However, Tassoni has been making his citrons for two hundred and thirty years: it was 1793 e in Salò, on Lake Gardawhat would become one was born historic Italian company (as well as today the oldest company in the Lombard town), known in particular for its cedar, produced with natural aromas extracted from Diamante cedars. And if on the one hand historicity is a value, on the other it is not always easy to make ancient and modern coincide, ferrying tradition into the contemporary. Try it today the Lunelli Group, which acquired the brand in 2021 and which today launches a new visual identity and an expansion of the range, with new creations designed for the world of mixability.

The new Tassoni world

Tassoni therefore, after more than two centuries, declares herself ready for a ambitious recovery plan, which starts from the territory and its history but which is also able to look to the future. They remain firm the original values of naturalness, craftsmanship and Made in Italy qualitywithin a renewal plan that aims to make Tassoni the «Italian luxury soft drink par excellence».

Just luxury, and in particular the “luxury of daring” is the inspiration that accompanies Tassoni’s new image: an invitation to make an unconventional choice inspired by the glories of Liberty style. More daring images, inspired by the world of fashion, which still manage to maintain a retro charm, as befits such a historic brand. The logo of the historic cedar peel bottle remains clearly visible and in relief, as well as the date of foundation. A new cap takes up the colors of the packaging, made more elegant with references to the Liberty floral style, and the new labels, which switch from plastic to paper, in line with the commitment to sustainability of the entire Lunelli Group. The restyling, carried out in collaboration with RobilantAssociati, starts from the famous Cedrata, but embraces the entire collection, which is enriched with products intended for high-end mixology.

The new Tassoni products

If the Cedrata recipe remains unchanged, it is proposed instead a new “perfect serve” that invites you to sip it with ice and a basil leaf in the goblet created exclusively for Tassoni, with a texture that recalls the peel of the cedar.

Other kings of soft drinks are then added to Tassoni’s most iconic product, all intended for straight consumption: a cedar tonic, an organic chinotto and an organic elderberry and four proposals designed for mixing (Superfine Tonic, Ginger Ale, Ginger Beer and La Classica Soda), as well as a new gincreated with nine botanicals including, of course, the essence of Cedar.

«The new era of Tassoni combines tradition and innovation, history and future, memory and dream» he comments Matthew Lunelli, Chief Executive Officer of the Lunelli Group and President Tassoni. «We will enhance the intrinsic know-how of the company’s 230-year history and the high quality of its creations in a contemporary key, confirming in particular the iconic Cedrata as the Italian luxury soft drink par excellence. Tassoni will increasingly be the point of reference for the best establishments which, in our country and abroad, want to offer a refined and alternative consumption experience, in the name of Italy”.