The Italian liqueur will benefit from a £6 million investment that includes the launch of a neck-collar promotion called Win Your Own Italian Love Story.
Running throughout February and March, the competition will feature on 80,000 bottles and gives consumers the chance to win one of five weekend breaks to Verona and £500 spending money.
Branded glasses and recipe booklets will also be up for grabs.
A consumer PR campaign, fronted by TV presenter Danielle Bux, wife of Gary Lineker, will support the activity.
Senior brand manager Mark Collins said: “Promoting Disaronno’s versatility and mixability, we are confident this investment, which is Disaronno’s largest ever Valentine’s promotion, will drive our rate of sale and distribution to new heights.”?Collins added that First Drinks will reveal “further heavyweight plans for Disaronno over the next few months”.