Bacardi, the family-owned spirits company, is ushering in a new era for its iconic MARTINI brand with an exciting redesign and fresh marketing campaign, aimed at attracting a new generation of aperitivo enthusiasts.
As the global appetite for lighter and premium drinks continues to grow, particularly in daytime drinking occasions, Bacardi has reimagined the MARTINI brand to reflect both its rich 160-year heritage and the modern evolution of social drinking. The brand’s latest moves—including a contemporary bottle redesign, the launch of a new signature drink, and an engaging 360 marketing campaign—mark a bold step in its ongoing push to appeal to today’s sophisticated drinker.
A Fresh Look for an Iconic Brand
MARTINI, renowned for its distinctive vermouths, is unveiling a sleeker, more environmentally friendly bottle. Inspired by the arched walkways of Turin, Italy—the birthplace of MARTINI—the new bottle is 30 grams lighter, reducing greenhouse gas emissions at the brand’s production site. This subtle yet impactful redesign reflects MARTINI’s commitment to sustainability while ensuring the product stands out on shelves and at bars around the world.
Additionally, the streamlined bottle allows for more efficient transportation, with each pallet now carrying 8% more bottles, making MARTINI a more eco-conscious choice for retailers and distributors alike.
Introducing the MARTINI Bianco Spritz
A highlight of the upcoming changes is the introduction of the MARTINI Bianco Spritz, a refreshing, easy-to-make drink that exemplifies the spirit of the modern aperitivo. The spritz, crafted with MARTINI Bianco vermouth, Prosecco, and a splash of soda, is designed for effortless enjoyment, making it the perfect drink for the growing trend of afternoon socializing.
MARTINI’s broader range also includes Fiero and non-alcoholic options such as Vibrante and Floreale, all tailored for the contemporary aperitivo occasion. The brand continues to remain a key ingredient in classic cocktails like the Negroni, Americano, and Dry Martini, making it a versatile choice for any cocktail lover.
MARTINI’s Bold Marketing Push
To support these changes, Bacardi is launching the MARTINI Dare To Be campaign, which embodies the evolving nature of aperitivo drinking. The campaign features vibrant visuals that invite consumers to embrace their playful and stylish selves, stepping into the role of a modern-day aperitivo enthusiast. This year-long campaign will be activated across advertising, PR, and social media channels, targeting a younger audience eager to embrace the spirit of Italy’s famed pre-dinner ritual.
Emma Fox, Vice President of MARTINI & ST-GERMAIN, explains, “The MARTINI vermouth range, with its bold bittersweet flavors 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.”
Additionally, Bacardi will be touring European cities with the Terrazza MARTINI experience, offering consumers the chance to immerse themselves in the brand’s stylish world and enjoy its signature drinks firsthand. The event will serve as a key touchpoint for MARTINI to connect with consumers in a fun and interactive way.
Mahesh Madhavan, CEO of Bacardi Limited, adds, “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.”
Blending Legacy with Innovation
MARTINI’s continued success is built on its legacy, but Bacardi’s investment in its reinvention signals a commitment to keeping the brand relevant in a rapidly changing market. The modern aperitivo occasion is booming, valued at nearly $11 billion and growing at a rate of 6% annually. With tequila being the only category growing faster, Bacardi’s strategic focus on the aperitivo trend positions MARTINI as a leading player in the premium drinks segment.
As the brand continues to innovate, it invites both long-time fans and a new generation of drinkers to rediscover the joys of MARTINI, whether through the classic cocktails that have stood the test of time or the fresh, exciting new drinks designed for today’s modern social occasions.
