MARTINI range shot

Bacardi has revealed a new bottle design for its vermouth brand Martini set to roll out in stores from next month.

The new look - inspired by the arched walkways of Turin, Italy – will offer “greater standout” on shelf and reduce the brand’s impact on the environment, said Bacardi.

The 1L bottle is now 5% lighter in weight, aiming to reduce annual greenhouse gas emissions at the production site in Northern Italy.

A slimmer bottle shape will make transportation more efficient, allowing pallets to carry an additional 48 x 75cl bottles - marking an 8% increase.

Following the new bottle design, the brand is launching its ‘Martini Dare To Be’ campaign this summer. It aims to invite consumers to step out of the ‘everyday you’ and step into ‘your most playful and stylish self’.

The campaign will be supported by advertising, PR and social media through 2025, aiming to reach a “new generation of modern aperitivo drinkers”.

Martini remains an essential ingredient in classic cocktails including the Americano, the Negroni and the Dry Martini, said Bacardi.

“With our investment in Martini, we are celebrating the best of the brand’s 160+ year heritage and its undeniable influence on today’s bar culture. Martini is made for the modern aperitivo,” said Mahesh Madhavan, CEO of Bacardi Limited.

Topics