White Lotus star Simona Tabasco teamed up with vermouth brand Martini on a campaign that shares a bespoke cocktail—the Simona Spritz—and spotlights Sicilian hotspots like BamBar and La Plage. White Lotus Season 2 was set in Sicily and with this campaign, travel and cocktail lovers are invited to discover the magic of Sicily through Tabasco’s eyes.
To create the signature drink for this campaign, Martini worked with Simona Tabasco and mixologist Maura Milia, who said, "This year, spicy cocktails have been leading the charge with the fiery trend gaining momentum as bar professionals are reaching for chillies, hot sauce and other punchy ingredients to really make an impact."
The Simona Spritz is a spicy sipper combining Martini Bianco and Prosecco with soda and chillies, putting a fiery twist on timeless aperitivo recipes.
Spicy Summer Spritzes
Martini Collaborated with Simona Tabasco to Create the Simona Spritz
Trend Themes
1. Spicy Cocktail Creations - Mixologists are embracing spiciness with ingredients like chillies and hot sauce to craft bold, memorable drinks.
2. Celebrity-influenced Beverages - Collaborations between celebrities and beverage brands are driving the creation and popularity of unique drinks.
3. Travel-inspired Mixology - Campaigns that highlight exotic locations through signature cocktails are blending travel experiences with beverage enjoyment.
Industry Implications
1. Alcoholic Beverages - Innovative, spicy cocktails are opening up new flavor profiles and attracting adventurous consumers.
2. Celebrity Endorsements - The rise of celebrity-branded products is continuing to impact market trends and consumer preferences.
3. Tourism and Hospitality - Promotions that intertwine travel destinations with local specialties are enhancing the allure of tourist spots.