Martini enters its ‘contemporary’ era
Family-owned spirits firm Bacardi has revealed a new contemporary look and marketing campaign for its Italian vermouth brand, Martini.
The Bermuda-headquartered company said it is meeting consumer demand for lighter, more premium drinks and evolving drinking occasions by building on the premium credentials of the Martini brand, which it claims is one of the ‘most iconic’ in its portfolio.
“With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish experience,” said Emma Fox, vice-president for Martini and St-Germain. “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’re inviting a new generation of drinkers to experience a true Italian icon.”
The Martini portfolio, which includes Bianco, Rosso, Fiero, Rosato, and Extra Dry expressions, as well non-alcoholic the aperitivo range of Vibrante and Floreale, is now presented in ‘stylish and distinctive’ bottles that aim to reflect the quality of the liquid inside.
Inspired by the arched walkways of Turin, Italy, the new bottle design is said to give Martini ‘even greater standout on shelf’, and at the same time reduces the brand’s impact on the environment.
The one-litre format is now 30 grams lighter (a reduction of approximately 5% of its weight), which has lowered annual greenhouse gas emissions at the Martini production site in Northern Italy.
The slimmer bottle shape also allows each pallet to carry an extra 48 750ml bottles (an 8% increase), making transportation more efficient.
The new bottles will appear in stores and bars around the world from March.
Mahesh Madhavan, CEO of Bacardi Limited, said: “The modern aperitivo occasion is booming. Only Tequila has been growing faster. With our investment in Martini, we are celebrating the best of the brand’s 160-plus year heritage and its undeniable influence on today’s bar culture. Martini is made for the modern aperitivo.”
The aperitivo occasion is estimated to be worth close to US$11 billion and is expected to continue growing by a compound annual growth rate of 6% from 2024-2028, according to data from IWSR.
Dare To Be campaign
The new bottle design is joined by a ‘360’ marketing campaign called Dare To be, which aims to reflect the evolution of the aperitivo occasion from a pre-event experience to the main event itself.
The campaign boasts vibrant and colourful visuals, and invites consumers to ‘step out of the everyday you and step into your most playful and stylish self’.
Bacardi will be activating the Martini Dare to Be campaign across advertising, PR and social media through 2025, reaching ‘a new generation of modern aperitivo drinkers’.
With this also comes a new signature serve for the summer – the Martini Bianco Spritz, which ‘leads the range’ of the brand’s Spritzes.
Made with 50ml Martini Bianco vermouth, 75ml Martini Prosecco, and a top of 25ml soda water, it is to be served over ice and garnished with fresh mint, and slices of lemon and strawberry to create a crisp, bright Spritz with subtle notes of vanilla.
The drink will be served at Bacardi’s new consumer experience, Terrazza Martini – a style and entertainment hotspot where consumers can experience more of the brand’s signature drinks – which will tour major European cities throughout the summer.
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