MARTINI Shakes up Vermouth Category with MARTINI Fiero, the New Drink for Summer

Bacardi-owned MARTINI has announced the UK launch of MARTINI Fiero, a bold new entry to the summer drinks market designed to attract a younger adult audience. With a significant investment of £2 million behind the brand in its first year alone, MARTINI Fiero represents the biggest new product launch MARTINI has undertaken in recent years.

As the trend for bold flavoured, brightly-coloured drinks continues to thrive, MARTINI Fiero distinguishes itself by delivering 100% natural flavour and colour through a blend of white wines and carefully sourced botanicals including Murcia orange peel and botanicals Artemisia absinthium and Artemisia pontica.

The new drink’s zesty, bitter-sweet orange flavour has been crafted to pair specifically with tonic water. The simple 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.

Ivano Tonutti, MARTINI Mater Herbalist, commented: “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.”

Beppe Musso, MARTINI Master Blender, added: “We also 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. MARTINI Fiero is the ideal drink for the modern aperitivo.”

MARTINI Fiero & Tonic is a refreshingly simple serve, combining 50% MARTINI Fiero and 50% tonic over a generous serving of ice in a balloon glass with an orange garnish. It is made to enjoy with friends as a delicious aperitivo drink, bringing a taste of sunny Italy to the UK with its bright red colour and summery citrus notes.

‘Fiero’ means ‘proud’, ‘intense’ and ‘bold’ in Italian, reflecting MARTINI’s heritage and history as well as the flavourful, innovative character of the vermouth itself. The brand will continue to embody ‘Fiero’ values as it pursues its strong launch strategy.

MARTINI Fiero (RRP £12) is rolling out across the on and off-trade, available at ASDA and Ocado from 28th March, and across Sainsbury’s, the Co-op, Morrisons and Amazon from early April onwards.

Source: Bacardi Limited

  Alcohol, Bacardi Limited, Beverage, Marketing, Martini, MARTINI Fiero, Product Launch, Summer, UK, Vermouth