The Martini Range Has Been Refined by Bacardi Limited
Michael Hemsworth — February 25, 2025 — Lifestyle
References: bacardilimited & scottishgrocer
The Martini range has been given an overhaul by brand owner Bacardi Limited to give it a modernize look and feel to keep it in line with consumer preferences. The Italian vermouth range will now come in a distinctive bottle that's both stylish and attractive, and will help to catch the attention of shoppers thanks to its chic silhouette. The bottle itself has also been reformulated and weighs in 30-grams less than previous iterations for the one-liter variety, which equates to a 5% reduction in overall weight.
VPO for Martini & St-Germain at Bacardi Limited Emma Fox spoke on the updated Martini range saying, "With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish experience. Our Martini vermouth range, with its bold bittersweet flavours and lighter tasting serves, is perfect to capitalise on this global trend. With our new Martini, we’ve inviting a new generation of drinkers to experience a true Italian icon.”
VPO for Martini & St-Germain at Bacardi Limited Emma Fox spoke on the updated Martini range saying, "With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish experience. Our Martini vermouth range, with its bold bittersweet flavours and lighter tasting serves, is perfect to capitalise on this global trend. With our new Martini, we’ve inviting a new generation of drinkers to experience a true Italian icon.”
Trend Themes
1. Modernized Aperitivo Experiences - A shift towards stylish aperitivo experiences aligns with the growing trend of casual daytime drinking occasions.
2. Sustainable Packaging Innovations - Lighter bottle designs reflect the industry's move towards reducing material usage for sustainable branding.
3. Next-gen Vermouth Tastes - The introduction of bold and bittersweet flavors caters to evolving consumer palates seeking exciting, new beverage experiences.
Industry Implications
1. Alcoholic Beverage Industry - The alcoholic beverage sector is innovating by introducing modern product lines to attract newer demographics.
2. Sustainable Packaging Sector - Companies are investing in sustainable packaging solutions to meet eco-conscious consumer demands and regulatory requirements.
3. Luxury Goods Market - The luxury goods industry is seeing a transformation where high-end spirits are being marketed with an emphasis on style and sophistication.
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