Elevating the premium credentials across Martini
FAMILY-OWNED spirits firm Bacardi Limited has unveiled a new look for the Martini range in a bid to introduce more premium credentials to the brand.
The Italian vermouth brand, which a vast 160 year history, will now be presented in a stylish and distinctive new bottle to help reflect the quality of the liquid inside, says Bacardi.
The one litre bottle of Martini will now also be 30 grams lighter – equivalent of 5% of the weight – to help reduce the impact that the production of the bottles has on the environment.
The slimmer bottle shape also means that more bottles can be transported at once, with each pallet able to carry an extra 48 750ml bottles, marking an 8% increase with less transport emissions caused in doing so.
Martini offers a range of vermouth options to suit a variety of occasions, says Bacadi, with a range of classic Italian Vermouth consisting of Martini Bianco, Rosso, Fiero, Rosato and Extra Dry as well as the Martini non-alcoholic range with Aperitivo Vibrante Non-Alcoholic and Aperitivo Floreale Non-Alcoholic.
To help promote the new changes for Martini, Bacardi has launched its new ‘Martini Dare To Be’ campaign that will invite consumers to step out from the everyday norm and embrace their most ‘playful and stylish self’.
The campaign will run across PR and social media channels across 2025 in a bid to reach a new generation of modern aperitivo drinkers.
Emma Fox, VP for Martini & St-Germain at Barcadi Limited, said: “With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish experience.
“Our Martini vermouth range, with its bold bittersweet flavours and lighter tasting serves, is perfect to capitalise on this global trend. With our new Martini, we’ve inviting a new generation of drinkers to experience a true Italian icon.”
