Limoncello moves into the spotlight

Limoncello, Italy's traditional lemon liqueur, is currently enjoying success in some duty-free outlets. Pallini Limoncello annual duty-free sales have risen from less than 1,000 cases in 2005 to an expected 10,000 this year as it is available in numerous European, US and Caribbean airport, border and cruiseship outlets.
Pallini's strategy is to attract new customers by showing the product's potential while expanding into new markets.