Martini Fiero Modernizes Vermouth for a New Generation
Laura McQuarrie — March 28, 2019 — Lifestyle
References: martini & thespiritsbusiness
Italian vermouth brand Martini is going after a younger target demographic with the release of its all-new expression called Martini Fiero. The name of the product is Italian for "intense" or "bold" and is helping to introduce vermouth to a new generation of consumers.
Aside from boasting a bright color, Martini Fiero can be recognized for its zesty, bittersweet orange flavor, which is all-natural and created with a blend of white wines, botanicals and orange peel. The product was specifically created so that it could be paired with tonic water as an aperitif. To keep it simple, the brand recommends enjoying Martini Fiero with equal parts vermouth and tonic water.
With many young adult drinkers becoming interested in low-alcohol beverages, they are turning their attention to colorful, low-ABV options.
Aside from boasting a bright color, Martini Fiero can be recognized for its zesty, bittersweet orange flavor, which is all-natural and created with a blend of white wines, botanicals and orange peel. The product was specifically created so that it could be paired with tonic water as an aperitif. To keep it simple, the brand recommends enjoying Martini Fiero with equal parts vermouth and tonic water.
With many young adult drinkers becoming interested in low-alcohol beverages, they are turning their attention to colorful, low-ABV options.
Trend Themes
1. Zesty Fortified Wines - Creating fortified wines with bold and intense flavors, like Martini Fiero, appeals to a new generation of consumers.
2. Colorful Low-abv Beverages - The rising interest in low-alcohol options opens opportunities for vibrant and flavorful drinks, such as Martini Fiero.
3. Vermouth for Young Adults - Targeting younger demographics with innovative vermouth expressions like Martini Fiero introduces a whole new market segment to the fortified wine category.
Industry Implications
1. Alcoholic Beverages - The introduction of zesty fortified wines like Martini Fiero creates disruption and attracts a younger consumer base.
2. Flavored Spirits - The popularity of Martini Fiero indicates a demand for bold and intense flavors in the spirits industry.
3. Beverage Pairings - The trend of pairing vermouth with tonic water, as suggested by Martini Fiero, highlights the potential for new beverage combinations and mixes.
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