Villa Massa, a brand owned by Diego Zamora Group, has announced a new pack design for its limoncello products to coincide with its 25th anniversary celebrations.

The brand has stated that this new pack design revitalises the limoncello category, as well as communicating its authenticity.

A taller bottle shape and a bigger cap are among the many changes to the packaging.

"We are proud of the craft that goes into creating this special liquid and of the family culinary heritage behind Villa Massa."

Presently, only 70cl bottles available worldwide have received new packaging; new designs for rest of the portfolio will be introduced in July.

The front label carries the brand story, with an illustration of the Massa family villa, the family crest and signature. Villa Massa was founded by Stefano and Sergio Massa in 1991, it became the first firm to commercialise limoncello in Italy and overseas markets.

Villa Massa co-owner Stefano Massa was quoted by the Spirits Business as saying: "As the leading limoncello brand in the world, we are excited to celebrate our 25th anniversary and share this refreshed pack design with our customers and consumers.

"We are proud of the craft that goes into creating this special liquid and of the family culinary heritage behind Villa Massa.

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"Now, with the revitalisation of the brand’s packaging we can effectively tell that story and encourage trial of Villa Massa while reinforcing those qualities that have led to its popularity over 25 years."