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Martini takes on Aperol with new Fiero vermouth

Italian vermouth Martini is targeting a younger demographic of drinkers with a new brightly coloured expression: Fiero.

Martini Fiero is described as the “ideal drink for the modern aperitivo”

Launching in the UK this week, Martini Fiero is said to “modernise vermouth for a new generation”. Fiero means ‘proud’, ‘intense’ and ‘bold’ in Italian.

The product will benefit from a £2 million (US$2.6m) investment in its first year alone and is described as Martini’s “biggest new product launch in recent years”.

Martini Fiero’s “zesty, bitter-sweet” orange flavour, which is “100% natural”, has been designed specifically to pair with tonic water for aperitivo occasions.

It is a blend of white wines and botanicals including Murcia orange peel, artemisia absinthium and artemisia pontica.

“Creating Martini Fiero was an exercise in balance,” said Ivano Tonutti, Martini’s master herbalist.

“From a botanical point of view, it was essential to harmonise the vibrant citrus notes of the Murcia orange peel with the bitterness and herbal aromatics of the artemisia alongside the many other botanicals, which in turn had to sit happily alongside the quinine in tonic.”

The recommended serve for the new expression is 50% vermouth and 50% tonic water mixed in a balloon glass with a slice of orange to garnish.

Priced at £12 (US$15.80) and with an abv of 14.9%, Martini Fiero will launch at Asda and Ocado tomorrow (28 March), and will be rolled out across Sainsbury’s, the Co-op, Morrisons and Amazon from early April onwards.

To learn about the history of the Martini brand, click here.

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