By Nick Walton

Martini has launched a new bottle that encapsulates the vermouth brand’s heritage and thrusts it into contemporary cocktail culture.

The new package design features an elegant curved shape bottle, embossed detail and new label designs. Key points of Martini’s packaging, including the brand name and date of creation, are now embossed, while the spotlight is still on the famed ball & bar logo.

Colour coding is also used to distinguish each variant to the consumer while serving suggestions on the back of each bottle are a new addition to the design. Serving suggestions will be changed on a frequent basis to educate and entertain the Martini consumer.

“Martini’s iconic packaging has always been central to the brand’s reputation,” said Bacardi Lion senior brand manager, Demetrius Giouzelis. “The stylish features of this new design showcase our traditional brand in a contemporary way and provide the market with a unique offering, to engage and excite both loyal and new Martini drinkers alike.”

The new Martini packaging is available now in Extra Dry, Rosso and Bianco varieties.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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