Bacardi marks the beginning of a new era for Martini
Building on the premium credentials of Martini, one of the most iconic brands in its portfolio and in the drink industry, Bacardi is satisfying customer demand for lighter, more premium drinks and changing drinking situations.
“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 capitalize on this global trend. With our new Martini, we’re inviting a new generation of drinkers to experience a true Italian icon,” Emma Fox, VP, Martini & St-Germain, said.
This summer, Bacardi will introduce the Martini Bianco Spritz to the world.
The Martini Bianco Spritz leads the range of Martini spritzes – with Fiero and non-alcoholic expressions Vibrante and Floreale – crafted for the aperitivo occasion.
“The modern aperitivo occasion is booming, only tequila has been growing faster,” Mahesh Madhavan, CEO of Bacardi Limited noted. “The aperitivo occasion is worth close to US$11Bn* and is expected to continue growing by 6 per cent annually (IWSR CAGR 24-28). “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. Martini is made for the modern aperitivo.”
Bacardi will launch a new consumer experience, Terrazza Martini, that will tour major European cities throughout the summer. The Terrazza Martini will create a style and entertainment hotspot where consumers can experience the brand’s signature drinks and more.
Bacardi will also reveal a new contemporary bottle.
The distinctive, stylish design – inspired by the arched walkways of Turin, Italy – gives Martini even greater standout on shelf and at the same time reduces the brand’s impact on the environment. The 1L Martini bottle is now 30 grams lighter (equivalent to 5 per cent of the weight), which has reduced annual greenhouse gas emissions at the Martini production site in Northern Italy. The slimmer bottle shape also means each pallet can carry an extra 48 x 75cl bottles (an 8 per cent increase) making transportation more efficient too. The new Martini bottles will appear in stores and bars around the world from next month.
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