Limoncello brand Solbevi off to a zesty start with Dan Murphy’s debut

Plenty of persistence, passion, zest and a secret family recipe has seen a Melbourne-based startup roll out its limoncello beverages -– including Australia’s first Limoncello Spritz in a can — on the shelves at Dan Murphy’s within nine days of launching.

Best friends Stefan Di Benedetto and Darcy Holden launched the limoncello brand Solbevi just over five months ago, releasing a Limoncello Liqueur and a Limoncello Spritz in a can.

Since launching in August 2023, Solbevi has sold more than 25,000 cans and 2,500 bottles, with the business on track to double this by the end of February.

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Solbevi co-founder Di Benedetto told SmartCompany he and Holden came up with the idea of putting a Limoncello Spritz in a can three years ago during the COVID pandemic while enjoying his own homemade batch of limoncello.

“We both asked each other – why has no one put Limoncello Spritz in a can? It makes no sense. So, I decided to look into it,” he said.

A family recipe

“I spent over two years working out how to do that on a commercial scale, developed the brand and then launched it.

“I am Northern Italian and have been making Limoncello with my family for years, both in Italy and Australia.

“To make a Limoncello Spritz, you need Limoncello. Our Limoncello is the result of years of perfecting a traditional family recipe that has been handed down through generations from Italy to Australia. We have modernised this traditional recipe to produce our own.”

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Nine days after Solbevi launched, the brand secured a distribution deal with Dan Murphy’s for nine stores.

Good sales were the incentive Dan Murphy’s needed to then promote the business to 106 stores Australia-wide after two months.

As well as the 109 Dan Murphy’s stores, Solbevi has also rolled out in 15 independent bottle shops and 65 on-premise venues across Victoria, South Australia, New South Wales, Queensland and Western Australia.

‘Pestering’ relevant brands

Di Benedetto says persistence was key to securing the distribution deal with Dan Murphy’s.

“To be honest, by constantly pestering the relevant category managers with emails until I got a response and meeting,” he said of how he scored the deal.

“Although I felt bad, I pretty much didn’t give up annoying them until we had a meeting locked away. 

“During the meeting, the feedback I received was that they loved my passion and love for the brand and products. 

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“They also said that being the first Limoncello Spritz in a can, they thought I was onto a winner. This gave me every bit of motivation to give it my all.”

Di Benedetto quit his job in Tier 1 Construction in 2023 to tackle the business head-on.

“Currently not paying myself as we keep investing in the business to continue to grow, and so I am living on the last bit of savings I have to try and get through,” he said.

“I spent the first half of 2023 working full time in construction, and then straight home to work on Solbevi until midnight every night for six months. 

“When we got to August and we launched the business, I realised after the first month that it needed 110% of the time. So, I decided to quit my job and give Solbevi a proper crack.”

Di Benedetto said seeing the product in people’s hands puts a huge smile on his face.

Next to Aperol and Campari

“The toughest bit is the rejection from venues, but it’s all part of it. You just have to keep pushing,” he said.

“We want to grow as big as we possibly can around the globe and be the market leader for Limoncello. 

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“Do you know how you walk into any bar or restaurant, and there is always a bottle of Aperol and Campari sitting on display? We want to sit next to those! Then you’ll have the Orange, the Red and now the Yellow.”

Solbevi was also invited to visit New York City in December by an undisclosed sporting team to chat more about the products and hopes to expand into the US by 2025.

They want to help Solbevi launch into the US market and have organised meetings with New York and New Jersey’s largest distributors.