Bacardi launches a Martini makeover

Bacardi has launched a new-look bottle for its Martini range, now presenting the drink in what the company calls “a stylish and distinctive bottle to reflect the quality of the liquid inside”.

For the new contemporary bottle, Bacardi has opted for a distinctive, stylish design that was inspired by the arched walkways of Turin, Italy. The new packaging aims to help Martini stand out better on shelf, while reducing the brand’s impact on the environment.

The 1L Martini bottle is now 30 grams lighter than the previous bottle (equivalent to 5 per cent of the weight), which has reduced annual greenhouse gas emissions at the Martini production site in Northern Italy.

The slimmer bottle shape also means each pallet can carry an extra 48 x 75 centilitre bottles (an 8% increase), making transportation more efficient too.

“With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish​ experience,” said Emma Fox, vice-president at Martini & St-Germain.

“Our Martini vermouth range, with its bold bittersweet flavours and lighter tasting serves, is perfect to capitalise on this global trend. With our new Martini, we’re inviting a new generation of drinkers to experience a true Italian icon.”

The Martini portfolio includes vermouth for every style of drink and occasion including Martini Bianco, Rosso, Fiero, Rosato, and Extra Dry, as well as the Martini non-alcoholic Aperitivo range of Vibrante and Floreale.

The new Martini bottles will appear in stores and bars around the world from next month.