Martini launches bold entry to summer drinks market to attract a younger crowd

By Jenny Eagle contact

- Last updated on GMT

Martini launches bold summer drink. Photo: Martini.
Martini launches bold summer drink. Photo: Martini.

Related tags: Martini, Summer

Bacardi-owned Martini has launched Martini Fiero, as ‘a bold new entry to the UK summer drinks market’ to attract a younger adult audience.

Having invested £2 million behind the brand in its first year alone, Martini Fiero represents the biggest new product launch Martini has undertaken in recent years.

Bold, bright colours

MARTINI Fiero_Lifestyle

The company says its is targeting the trend for bold flavoured, brightly-coloured drinks and Martini Fiero is 100% natural flavour and colour through a blend of white wines and botanicals including Murcia orange peel, Artemisia absinthium​and Artemisia pontica.

Ivano Tonutti, master herbalist, Martini, said the drink’s zesty, bitter-sweet orange flavour has been created to pair with tonic water. 

The 50/50 serve answers the growing consumer appetite for longer, more refreshing ways to enjoy vermouth as part of the aperitivo occasion – an Italian way of life that is steadily establishing a home away from home in the UK.

“Creating Martini Fiero was an exercise in balance. From a botanical point of view, it was essential to harmonise the vibrant citrus notes of the Murcia orange peel with the bitterness and herbal aromatics of the Artemisia​alongside the many other botanicals, which in turn had to sit happily alongside the quinine in tonic,” said Tonutti.

‘Fiero’ means ‘proud’, ‘intense’ and ‘bold’ in Italian, reflecting Martini’s heritage and history and flavourful character of the vermouth. 

Intense flavours

"We worked hard to ensure the intense flavours of our white wine and citrus core would come through when the tonic is added. We are proud of the result – a modern vermouth with a distinctive bittersweet orange flavour that comes to life when paired with tonic,” added Beppe Musso, master blender, Martini.

Martini Fiero (RRP £12) is available at ASDA and Ocado from March, 28 and will be rolled out across Sainsbury’s, the Co-op, Morrisons and Amazon from April.

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