MARTINI Unveils New Bottle, Bianco Spritz & ‘Dare To Be’ Campaign
Bacardi, a family-owned spirits company, is responding to the growing demand for lighter, high-quality beverages and evolving drinking trends by enhancing the premium image of MARTINI—one of the most renowned brands in its portfolio and the global drinks industry.
With over 160 years of expertise, MARTINI now comes in a sleek and distinctive bottle that not only reflects the exceptional quality of its contents but also minimizes the brand’s environmental footprint.
“As daytime social occasions become more popular, the aperitivo experience has evolved into something more contemporary and stylish,” says Emma Fox, VP of MARTINI & ST-GERMAIN®. “Our MARTINI vermouth collection, with its bold bittersweet notes and refreshing serves, is perfectly positioned to embrace this global shift. With our latest MARTINI offering, we’re inviting a new generation of drinkers to discover a true Italian classic.”
The MARTINI range includes vermouths suited to every occasion and taste, including MARTINI Bianco, Rosso, Fiero, Rosato, and Extra Dry, along with the non-alcoholic aperitivo options Vibrante and Floreale.
“The aperitivo moment is surging in popularity,” says Mahesh Madhavan, CEO of Bacardi Limited. “In fact, only tequila is growing at a faster rate.” The aperitivo category is valued at nearly $11 billion* and is forecasted to expand by 6% annually between 2024 and 2028 (IWSR CAGR 24-28). “Through our investment in MARTINI, we’re honoring the brand’s 160+ years of heritage and its unmistakable impact on modern bar culture. MARTINI is the ultimate choice for the contemporary aperitivo experience.”
Coming This Summer from Bacardi: - A Redesigned, Sustainable Bottle
The new design, inspired by the arched walkways of Turin, Italy, enhances MARTINI’s presence on shelves while reducing its environmental impact. The updated 1L bottle is now 30 grams lighter—cutting weight by 5%—which has helped lower annual greenhouse gas emissions at the MARTINI production site in Northern Italy. Additionally, its slimmer shape allows pallets to accommodate 48 more 75cl bottles (an 8% increase), improving transportation efficiency. The refreshed bottles will begin appearing in stores and bars worldwide next month.
360-Degree Marketing Campaign
The ‘MARTINI Dare To Be’ campaign showcases the transformation of the aperitivo occasion from a pre-event ritual to a main social event. Featuring bold, colorful visuals, the campaign encourages consumers to embrace their most playful and stylish selves. Bacardi will roll out the ‘MARTINI Dare to Be’ initiative across advertising, PR, and social media through 2025, reaching a new wave of aperitivo enthusiasts.
A New Signature Drink
This summer, Bacardi will introduce the MARTINI Bianco Spritz—a simple yet sophisticated cocktail made by combining 50ml MARTINI Bianco vermouth, 75ml MARTINI Prosecco, and 25ml soda water, served over ice and garnished with fresh mint, lemon slices, and strawberries. This crisp, refreshing spritz, with delicate vanilla notes, leads the MARTINI spritz range, which also includes Fiero and non-alcoholic alternatives Vibrante and Floreale. MARTINI remains a key ingredient in classic cocktails such as the Americano, Negroni, and Dry Martini, enjoyed in bars, restaurants, and homes worldwide.
An Immersive Consumer Experience
Bacardi will also unveil Terrazza MARTINI, a pop-up experience set to tour major European cities this summer. This stylish venue will serve as a hub for entertainment and socializing, where visitors can sample MARTINI’s signature drinks and enjoy a vibrant atmosphere.
With over 160 years of expertise, MARTINI now comes in a sleek and distinctive bottle that not only reflects the exceptional quality of its contents but also minimizes the brand’s environmental footprint.
“As daytime social occasions become more popular, the aperitivo experience has evolved into something more contemporary and stylish,” says Emma Fox, VP of MARTINI & ST-GERMAIN®. “Our MARTINI vermouth collection, with its bold bittersweet notes and refreshing serves, is perfectly positioned to embrace this global shift. With our latest MARTINI offering, we’re inviting a new generation of drinkers to discover a true Italian classic.”
The MARTINI range includes vermouths suited to every occasion and taste, including MARTINI Bianco, Rosso, Fiero, Rosato, and Extra Dry, along with the non-alcoholic aperitivo options Vibrante and Floreale.
“The aperitivo moment is surging in popularity,” says Mahesh Madhavan, CEO of Bacardi Limited. “In fact, only tequila is growing at a faster rate.” The aperitivo category is valued at nearly $11 billion* and is forecasted to expand by 6% annually between 2024 and 2028 (IWSR CAGR 24-28). “Through our investment in MARTINI, we’re honoring the brand’s 160+ years of heritage and its unmistakable impact on modern bar culture. MARTINI is the ultimate choice for the contemporary aperitivo experience.”
Coming This Summer from Bacardi: - A Redesigned, Sustainable Bottle
The new design, inspired by the arched walkways of Turin, Italy, enhances MARTINI’s presence on shelves while reducing its environmental impact. The updated 1L bottle is now 30 grams lighter—cutting weight by 5%—which has helped lower annual greenhouse gas emissions at the MARTINI production site in Northern Italy. Additionally, its slimmer shape allows pallets to accommodate 48 more 75cl bottles (an 8% increase), improving transportation efficiency. The refreshed bottles will begin appearing in stores and bars worldwide next month.
360-Degree Marketing Campaign
The ‘MARTINI Dare To Be’ campaign showcases the transformation of the aperitivo occasion from a pre-event ritual to a main social event. Featuring bold, colorful visuals, the campaign encourages consumers to embrace their most playful and stylish selves. Bacardi will roll out the ‘MARTINI Dare to Be’ initiative across advertising, PR, and social media through 2025, reaching a new wave of aperitivo enthusiasts.
A New Signature Drink
This summer, Bacardi will introduce the MARTINI Bianco Spritz—a simple yet sophisticated cocktail made by combining 50ml MARTINI Bianco vermouth, 75ml MARTINI Prosecco, and 25ml soda water, served over ice and garnished with fresh mint, lemon slices, and strawberries. This crisp, refreshing spritz, with delicate vanilla notes, leads the MARTINI spritz range, which also includes Fiero and non-alcoholic alternatives Vibrante and Floreale. MARTINI remains a key ingredient in classic cocktails such as the Americano, Negroni, and Dry Martini, enjoyed in bars, restaurants, and homes worldwide.
An Immersive Consumer Experience
Bacardi will also unveil Terrazza MARTINI, a pop-up experience set to tour major European cities this summer. This stylish venue will serve as a hub for entertainment and socializing, where visitors can sample MARTINI’s signature drinks and enjoy a vibrant atmosphere.
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