By Charlotte Cowan
Bacardi has announced a new contemporary bottle, new marketing campaign and new signature drink for its Italian Martini vermouth brand.
“The modern aperitivo occasion is booming,” says Mahesh Madhavan, CEO of Bacardi Limited. “Only tequila has been growing faster.”
The aperitivo occasion is worth close to US$11bn and is expected to continue growing by six 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.”
New bottle
The new bottle design – inspired by the arched walkways of Turin, Italy – is now 30 grams lighter (equivalent to five 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 eight per cent increase), making transportation more efficient too.
The new Martini bottles will appear in stores and bars around the world from next month.
360 marketing campaign
The ‘Martini Dare To Be’ campaign reflects the evolution of the aperitivo occasion from a pre-event experience to the main event itself.
The campaign’s visuals invite 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.
New signature drink
Bacardi will also introduce the new Martini Bianco Spritz to the world.
Easy to make in three simple steps – pour 50ml Martini Bianco vermouth, add 75ml Martini Prosecco, top with 25ml soda water, serve over ice and garnish with fresh mint, and slices of lemon and strawberry – to create a crisp, bright spritz with subtle notes of vanilla.
The Martini Bianco Spritz leads the range of Martini spritzes – with Fiero and non-alcoholic expressions Vibrante and Floreale – crafted for the aperitivo occasion.