News

Bacardi revamps Martini brand in marketing push

Most popular

Pernod breaks boundaries with Chinese distillery

New Remy Cointreau CEO - just-drinks thinks

Pernod on its Chinese whisky project - Interview

Chapoulaud-Floquet's Remy legacy - j-d thinks

Let your brand creativity go wild at festivals

MORE

Bacardi has redesigned its Martini portfolio and unveiled a new brand strategy as it looks to focus on the 'Modern Aperitivo' occasion. 

The new Martini design features racing stripes

The new Martini design features racing stripes

The new design will spread across the entire Martini portfolio, including vermouth, aromatised and sparkling wines. The label features design details from the brand's mid-19th century bottles as well as the Martini racing stripes. 

The stripes have not appeared on the bottle for 20 years, the company said. Martini sponsors Formula One team Williams. It has been linked to racing since 1968. 

As well as the new design, Bacardi has outlined plans to capitalise on modern drinking trends, which it claims have "moved away from the traditional pre-meal drink to a longer occasion". The company is pushing long, simple serves such as Martini & Tonic.  

"We estimate that the Modern Aperitivo accounts for almost 31% of total consumption occasions in Europe," said Martini global VP John Burke.

As part of the brand push, Burke said the company would be doubling its media spend to support a new advertising campaign, under the 'Play With Time' banner. The campaign will launch across Europe in April and can be seen on TV, digital and out-of-home platforms. The rest of world is to follow.

New packaging will roll out from May, starting with the sparkling wine range.  


Related Content

"We have more ideas on the table than the capability to handle them" - just-drinks speaks to Marco M...

Free Craigellachie 51 YO, Bacardi's single malts strategy and a tough stance on age statements - Interview - Bacardi's global brand director for malts, Ian Taylor

Free Craigellachie 51 YO, Bacardi's single malts strategy and a tough stance on age statements - Int...

How Anheuser-Busch InBev and Diageo are revolutionising drinks marketing - Consumer Trends

How Anheuser-Busch InBev and Diageo are revolutionising drinks marketing - Consumer Trends...

Bacardi counters Cuba Ron claim on Havana Club

Bacardi counters Cuba Ron claim on Havana Club...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?