Discover the Italian icon – MARTINI® opens a new chapter

By: Trademagazin Date: 2025. 06. 19. 11:44

Bacardi, a family-owned spirits company, is building on the values of its portfolio and one of the world’s most iconic brands, MARTINI, to respond to the changing expectations of modern consumers: a lighter, premium, daytime drink.

“As daytime drinking has become more common, the aperitivo has evolved into a modern, stylish experience,” said Emma Fox, Vice President, MARTINI & ST-GERMAIN®. “The MARTINI vermouth family, with its bold, bittersweet flavors and lighter serving options, fits perfectly into this global trend. With the renewed MARTINI, we invite a new generation of drinkers to discover this true Italian icon.”

MARTINI remains the premium Italian vermouth, built on over 160 years of heritage and expertise, but now comes in a new, elegant and distinctive bottle that reflects the premium quality of the drink. The portfolio offers a suitable alternative for every occasion and taste: from the classic Bianco, Rosso, Fiero, Rosato and Extra Dry versions to the non-alcoholic Aperitivo series, which includes the Vibrante and Floreale varieties.

“The modern aperitivo experience is now in its prime,” said Mahesh Madhavan, CEO of Bacardi Limited. “Only tequila is growing faster in this segment.” The global aperitivo market is currently worth nearly $11 billion and is estimated to grow by 6% annually between 2024 and 2028 (source: IWSR). “Our investment in MARTINI not only honours the brand’s 160-year heritage, but also redefines its role in today’s sparkling bar scene. MARTINI was born for aperitivo moments.”

This summer, Bacardi will introduce:

New, modern packaging – Italian style and sustainability

With a new design inspired by Italian elegance – inspired by the characteristic archways of Turin – MARTINI not only stands out more stylishly on shelves, but also becomes more environmentally friendly. The new 1-litre bottle is 30 grams lighter (a 5% reduction), significantly reducing the annual greenhouse gas emissions of the manufacturing plant in northern Italy. The changes are also noticeable for the 750ml bottles, as the new bottle design allows for more efficient shipping by allowing 48 more bottles (8%) to fit on a pallet. The renewed MARTINI bottles are already appearing in stores and bars worldwide.