Bacardi is introducing a new bottle, marketing campaign and signature drink for its Italian vermouth brand Martini.
“With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish experience,” said Emma Fox, VP at Martini & 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.”
From next month, Bacardi will be rolling out a new contemporary bottle in stores and bars around the world. The design is inspired by the arched walkways of Turin, Italy and is said to give Martini greater standout on shelf while reducing the brand’s impact on the environment. The 1L Martini bottle is now 30 grams lighter (equivalent to 5% 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% increase) making transportation more efficient too. The new MARTINI bottles will appear in stores and bars around the world from next month.
Meanwhile, a new ‘Martini Dare To Be’ marketing campaign will aim to reflect the evolution of the aperitivo occasion from a pre-event experience to the main event itself. The campaign’s colourful visuals invite consumers to step out of the ‘everyday you’ and step into ‘your most playful and stylish self’. Bacardi will be activating the campaign across advertising, PR and social media through 2025, reaching a “new generation of modern aperitivo drinkers”.
Bacardi will also be introducing its new Martini Bianco Spritz this summer. It is made with Martini Bianco vermouth, Martini Prosecco, and soda water, served over ice and garnished with fresh mint, and slices of lemon and strawberry.
The brand is also launching a new consumer experience, Terrazza Martini, that will tour major European cities throughout the summer. It will offer a style and entertainment hotspot where consumers can experience the brand’s signature drinks and more.
