These New Martini Products Require No Mixing
Michael Hemsworth — March 31, 2021 — Marketing
These new Martini products are being launched by the brand to offer consumers an easier way to enjoy some of their favorite flavors in a convenient manner. The alcohol-free drinks are positioned to be perfect for enjoyment on their own straight from the can and are an ideal cocktail replacement for consumers looking for a non-alcoholic alternative. The balanced beverages feature sweet, refreshing notes along with bitterness, herbaceous components and additional botanical ingredients to boot.
Vice President of Martini Victoria Morris spoke on the new Martini products saying, "With the increased demand for on-the-go drinks, I am delighted to announce that we have expanded our offering for Martini Fiero and Martini Non-Alcoholic Aperitivo with the new RTD formats. We know outdoor socialising will be key this spring and these three new RTDs are an easy way to enjoy a delicious drink without foregoing quality for the sake of convenience. We are really excited for people to try them as they start to enjoy time spent with friends once again.”
Vice President of Martini Victoria Morris spoke on the new Martini products saying, "With the increased demand for on-the-go drinks, I am delighted to announce that we have expanded our offering for Martini Fiero and Martini Non-Alcoholic Aperitivo with the new RTD formats. We know outdoor socialising will be key this spring and these three new RTDs are an easy way to enjoy a delicious drink without foregoing quality for the sake of convenience. We are really excited for people to try them as they start to enjoy time spent with friends once again.”
Trend Themes
1. Alcohol-free Canned Cocktails - The rise in demand for portable drink options presents an opportunity for disruptive innovation in the non-alcoholic beverages industry through canned mocktails and cocktails.
2. Ready-to-drink (RTD) Cocktails - The convenience and portability of canned cocktails are driving the RTD cocktail trend, creating an opportunity for disruptive innovation in the alcoholic beverage industry.
3. Bitter Botanical-inspired Beverages - Bittersweet, herbaceous, and botanical-inspired beverages are becoming increasingly popular, presenting an opportunity for disruptive innovation in the beverage industry through unique flavor combinations and natural ingredients.
Industry Implications
1. Non-alcoholic Beverages - The new Martini products demonstrate the potential for disruptive innovation in the non-alcoholic beverage industry through the creation of delicious, ready-to-drink cocktails and mocktails.
2. Alcoholic Beverages - The increasing demand for convenient and portable alcoholic beverages presents an opportunity for disruptive innovation in the RTD cocktail industry through the creation of unique, high-quality canned cocktails.
3. Packaged Food and Beverage Products - The popularity of the Martini RTD products highlights the potential for packaged food and beverage products in general to incorporate natural ingredients and unique flavor profiles to meet the increasing demand for healthier, more interesting products.
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