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In the evolving world of spirits marketing, few brands combine heritage and innovation as seamlessly as MARTINI. Under the guidance of Bacardi, the iconic Italian vermouth is stepping into a “new era” - complete with a fresh bottle design, a 360-degree marketing push, and a contemporary take on the aperitivo occasion. Below, we explore these significant changes and highlight the lessons alcohol marketing leaders can glean from MARTINI’s ambitious relaunch.
Reinventing a 160+ Year Heritage
Booming Aperitivo Market
Aperitivo has evolved from a pre-dinner ritual to a lifestyle-driven social moment.
“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.” - Mahesh Madhavan, CEO of Bacardi Limited
Madhavan’s statement underscores Bacardi’s confidence that daytime, lower-ABV drinking occasions are ripe for growth - and that MARTINI, with its 160-year track record, stands uniquely poised to capitalize on this trend.
“With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish experience. Our MARTINI vermouth range, with its bold bittersweet flavors and lighter tasting serves, is perfect to capitalize on this global trend. With our new MARTINI, we’re inviting a new generation of drinkers to experience a true Italian icon.” -Emma Fox, VP, MARTINI & ST-GERMAIN
Key Takeaway for Marketers:
Rather than pivot away from tradition, MARTINI uses its storied 160-year legacy to validate new, on-trend consumption occasions. For any heritage brand, the trick is to leverage existing trust - while innovating to meet shifting consumer preferences.
A Contemporary Bottle, A Lower Carbon Footprint
Design That Marries Aesthetics and Sustainability
A core element of MARTINI’s new “era” is a redesigned, lighter-weight bottle inspired by the arched walkways of Turin, Italy - home to MARTINI since 1863. Beyond its sleek, modern look, the bottle is 30 grams lighter in its 1L format, reducing annual greenhouse gas emissions at the production site. More efficient pallet stacking also improves distribution.
Sustainability Meets Shelf Presence
By combining an environmentally friendly design with strong visual appeal, MARTINI ensures the brand story resonates with both eco-conscious consumers and fans of Italian flair. For marketing leaders, it’s a masterclass in how to align brand refreshes with corporate responsibility - and communicate those changes in a consumer-friendly way.
“Dare To Be”: An Immersive 360° Campaign
Going Beyond Pre-Dinner Drinks
While MARTINI has been synonymous with pre-dinner cocktails, the “Dare To Be” campaign positions aperitivo as an “event” in itself - inviting drinkers to drop everyday routines and embrace “your most playful and stylish self.” The visuals, shot by fashion photographer Lou Escobar and directed by Tom Noakes, highlight vibrant daytime social scenes where consumers enjoy fresh, lower-ABV or no/low cocktails.
Modernizing an Italian Classic
From bold OOH (out-of-home) visuals to social media activations featuring actress Simona Tabasco (HBO’s The White Lotus), MARTINI weaves cinematic, glamorous elements with approachable beverage serves. The brand’s extensive digital and PR coverage, plus local on-trade partnerships, ensure a wide reach among younger, style-conscious consumers.
Marketing Insight
A fully integrated campaign - spanning film, social, PR, and on-premise experiences - is crucial for cultural resonance. MARTINI leverages multiple touchpoints to ensure that the brand’s modern positioning resonates across diverse markets.
New Signature Spritzes for the Modern Aperitivo
Bianco Spritz & Lower-Alcohol Variants
Bacardi is introducing the MARTINI Bianco Spritz: a crisp serve with 50ml MARTINI Bianco vermouth, 75ml MARTINI Prosecco, 25ml soda water, mint, and fruit garnishes. Simple to make and drink, it aligns with global trends toward lighter, refreshing cocktails perfect for daytime gatherings.
No/Low Innovations
MARTINI also emphasizes its non-alcoholic aperitivo range (Vibrante and Floreale), catering to the 53% of young adults looking to reduce alcohol intake. This keeps MARTINI relevant among wellness-minded consumers without losing the brand’s iconic style.
Lesson for Spirits Marketers
Offering flavor-forward, lighter-ABV or zero-proof variants can significantly broaden your audience. Rather than diluting brand prestige, these “lighter” serves can reinforce modern, inclusive brand values - especially among millennials and Gen Z.
Terrazza MARTINI: Experience as Marketing
Bringing the Brand to Life
To deepen consumer engagement, Bacardi is rolling out a traveling “Terrazza MARTINI,” a chic bar experience touring major European cities. Attendees can sample new serves, enjoy entertainment, and immerse themselves in MARTINI’s Italian spirit.
In-Person Culture, Digital Amplification
Bacardi fuses real-life events with share-worthy moments designed for social media. It’s an approach that builds brand advocacy not just among consumers, but also bartenders, retailers, and influencers - resulting in organic content that feeds digital channels.
Key Insights for Alcohol Marketing Leaders
- Heritage + Innovation
MARTINI’s approach blends a storied past with forward-looking elements like sustainable packaging and no/low product offerings. For established brands, emphasize longevity while showcasing modern relevance. - Aperitivo as a Lifestyle
Rather than viewing aperitivo as a minor occasion, MARTINI frames it as a central daytime social moment. Spot underexploited consumption occasions - and craft your brand narrative to excite consumers around them. - Product Versatility
By diversifying with lighter, lower-alcohol (and zero-alcohol) serves, MARTINI maintains relevance across market segments. Consider how your brand can offer variations that cater to different tastes and dietary preferences. - Omnichannel Engagement
“Dare To Be” spans film, social, PR, on-premise events, and beyond. Providing consumers multiple ways to engage - both physically and digitally - maximizes impact and fosters consistent brand storytelling. - Sustainable, Eye-Catching Design
Updating packaging for environmental benefits and aesthetics can be a powerful marketing asset. Align design improvements with brand values - then communicate those benefits clearly to your audience.
Final Thoughts
MARTINI’s “new era” epitomizes how a legacy brand can adapt and flourish in a changing market. The brand leverages its 160-year history to validate new, consumer-driven aperitivo moments, all while reducing its environmental impact and delivering vibrant, inclusive serves. By uniting classic Italian charm with contemporary sustainability and lower-ABV innovations, MARTINI proves that even the most established spirits can reinvent themselves for the next generation of drinkers.
For alcohol marketing leaders, MARTINI’s shift illustrates how to harmonize brand heritage, sustainability, and strategic consumer engagement - ultimately creating a vibrant, on-trend portfolio that resonates with modern tastes. It’s a reminder that bold moves, backed by strong storytelling, can propel a centuries-old brand confidently into the future.
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With 16 years in alcohol marketing and a Harvard Business School certification, Vas knows the pitfalls and has guided countless brands to stand out in crowded markets.
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