Bacardi, the renowned family-owned spirits company, is redefining the aperitivo experience by elevating the premium essence of MARTINI®. As consumer preferences shift towards lighter and more sophisticated beverages, Bacardi is refreshing one of its most iconic brands with a modern approach while preserving its heritage.
“With daytime social occasions becoming increasingly popular, aperitivo has evolved into a more contemporary and stylish experience,” says Emma Fox, VP, MARTINI & ST-GERMAIN®. “Our MARTINI vermouth range, known for its rich bittersweet profile and refined taste, is perfectly positioned to embrace this global trend. With our latest updates, we’re welcoming a new generation to discover an Italian classic.”
While MARTINI maintains the same authentic recipe that has defined it for over 160 years, its new bottle design reflects the quality and craftsmanship behind the brand. The portfolio includes a selection of vermouths catering to a variety of tastes, such as MARTINI Bianco, Rosso, Fiero, Rosato, and Extra Dry. Additionally, the MARTINI Non-Alcoholic Aperitivo range, including Vibrante and Floreale, offers elegant alternatives for those seeking alcohol-free options.
Aperitivo Culture on the Rise
Mahesh Madhavan, CEO of Bacardi Limited, notes that the aperitivo culture is expanding at an impressive rate. The only category expanding at a faster pace is tequila. The aperitivo segment is currently valued at nearly US$11 billion and is expected to grow by 6% annually. By investing in MARTINI, we are honouring its rich heritage while ensuring it continues to shape the modern drinking culture. MARTINI is the ideal companion for today’s aperitivo moments.
This summer, Bacardi is introducing several key updates to the MARTINI brand:
A Sleek and Sustainable Bottle Design
The updated bottle, inspired by the architecture of Turin, Italy, offers a fresh, sophisticated look that enhances its visibility in stores and bars. In line with sustainability efforts, the new 1L bottle is 30 grams lighter, reducing the brand’s carbon footprint and greenhouse gas emissions at its Northern Italy production site. Additionally, the refined shape allows for an 8% increase in transportation efficiency, enabling each pallet to carry 48 extra 75cl bottles. The redesigned bottles will be available worldwide starting next month.
A Dynamic 360° Marketing Campaign
The ‘MARTINI Dare To Be’ campaign reflects the transformation of aperitivo culture from a prelude to an event into a social occasion in its own right. Featuring bold and colourful visuals, the campaign encourages consumers to embrace confidence and style. Bacardi will roll out the campaign through advertising, PR, and digital channels, reaching audiences globally through 2025.
Introducing the MARTINI Bianco Spritz
As part of its renewed focus on the aperitivo trend, Bacardi is launching the MARTINI Bianco Spritz—an effortlessly refreshing cocktail designed for easy enjoyment. The simple recipe includes:
- 50ml MARTINI Bianco vermouth
- 75ml MARTINI Prosecco
- 25ml soda water
- Served over ice with fresh mint, lemon slices, and strawberries as garnish
Alongside the MARTINI Bianco Spritz, the brand’s spritz collection features Fiero and non-alcoholic alternatives Vibrante and Floreale. MARTINI also remains an essential ingredient in timeless cocktails such as the Americano, Negroni, and Dry Martini, enjoyed in homes, bars, and restaurants worldwide.
The Terrazza MARTINI Experience
To further engage consumers, Bacardi is launching Terrazza MARTINI, a travelling brand experience set to visit major European cities this summer. This stylish activation will offer a premium setting for guests to immerse themselves in the world of MARTINI, enjoying signature drinks, entertainment, and a curated aperitivo atmosphere.
Through these innovations, Bacardi is ensuring MARTINI remains a symbol of Italian sophistication while adapting to the evolving preferences of modern consumers.
Drink responsibly.