Danny DeVito joins limoncello market

NEW YORK The saying “when life hands you lemons, make lemonade” has been taken literally by celebrity Danny DeVito, who showcased his namesake label dedicated to the tart fruit yesterday.

Danny DeVito’s Premium Limoncello, a 60-proof liqueur made from oval lemons from lemon trees cultivated in Sorrento, Italy, features a tart and sweet taste, and a "scratch and sniff" label. DeVito, an acclaimed actor, producer and director, decided to produce Limoncello in honor of a childhood dream.

"When I was a kid, I sold the best lemonade you ever tasted for a nickel a glass. Now I’m offering the best limoncello you ever tasted," Mr. DeVito said.

In collaboration with Harbrew Imports, Ltd., a Freeport, N.Y.-based importer and distributor, Limoncello is set to premiere nationwide this fall and sell for a suggested retail price of $23.99 for the 750ml bottle.