UK: Martini serves up UK on-trade campaign

By just-drinks.com editorial team | 4 June 2008

Martini is launching its first UK on-trade campaign in 15 years offering fruit juice-based serves for its three existing variants as well as launching a new addition to its stable.

The GBP2m (US$3.9m) marketing campaign, which kicks off today (4 June), is fronted by Natalie Imbruglia to launch the new rosé Martini Rosato variant.

The new serves will be promoted as long drinks and pitchers across bars and restaurants nationwide, and include Martini Rosato with pomegranate juice, Martini Bianco and Martini Extra Dry with apple juice and Martini Rosso with cranberry juice.

The campaign will also include on-trade activation in over 2,000 premium venues including All Bar One, Browns restaurant, Ha Ha, Pitcher & Piano and Slug & Lettuce from 10 June.

Liam Newton, Martini's director of marketing said: "Martini is no longer about lemonade, it's about long drinks and pitchers mixed with refreshing fruit juices that we believe will truly reinvigorate Martini's on trade performance.

"Not only are the fruit juice mixes on trend, but the new Britvic pomegranate juice makes offering the serve practical, even for lower throughput venues."

Sectors: Soft drinks, Spirits, Water