BERMUDA | Bacardi, the family-owned spirits company, continues to respond to consumer demand for lighter, more premium drinks by building on the heritage of MARTINI, one of its most iconic brands.
With aperitivo culture evolving into a more modern and stylish experience, the brand sought to attract a new generation of drinkers.
Emma Fox, VP of MARTINI & ST-GERMAIN, highlighted the shift in drinking habits, stating that MARTINI’s vermouth range, with its bold bittersweet flavours and lighter serves, was perfectly positioned to capitalise on this trend.
“With our new MARTINI, we’re inviting a new generation of drinkers to experience a true Italian icon,” she said.
MARTINI’s renowned vermouth, crafted with over 160 years of expertise, remained unchanged in taste but was now housed in a newly designed bottle. The contemporary, elegant design, inspired by the arched walkways of Turin, reflected the brand’s premium quality. The updated one-litre bottle was also 30 grams lighter, reducing greenhouse gas emissions at the production site in Northern Italy. The slimmer shape allowed for more efficient transportation, increasing the number of bottles per pallet by eight percent. The new bottles were set to appear in stores and bars worldwide from next month.
Mahesh Madhavan, CEO of Bacardi Limited, emphasised the growing popularity of aperitivo culture, stating that only tequila had experienced faster growth.
“With our investment in MARTINI, we are celebrating the best of the brand’s 160+ year heritage and its undeniable influence on today’s bar culture,” he said.
Bacardi planned to support MARTINI’s evolution with a global marketing campaign, MARTINI Dare to Be, which would run across advertising, PR, and social media through 2025.
The brand also introduced a new signature drink, the MARTINI Bianco Spritz, and a touring consumer experience, Terrazza MARTINI, which would bring the aperitivo lifestyle to major European cities.
More news here.
