Bacardi has revealed a packaging update across its Martini portfolio that includes a lighter bottle that “reduces the brand’s impact on the environment”.
The change, which coincides with a label refresh and the introduction of a slimmer bottle, means that a 1-litre pack of Martini will be 30 grams lighter – equivalent to 5% of the current weight, according to Bacardi – when the new design launches this summer. Bacardi will also extend the ‘Martini Dare To Be’ marketing campaign throughout this year to support the move.
The new look will apply across all of the vermouths in the Martini range, including Bianco, Rosso, Fiero, Rosato and Extra Dry, as well as the Martini non-alcoholic aperitivo range of Vibrante and Floreale.
Quoting figures from IWSR, the brand owner said that the “aperitivo occasion” is worth close to US$11bn and is expected to continue growing by 6% annually.
“The modern aperitivo occasion is booming,” said CEO Mahesh Madhavan. “Only tequila has been growing faster. “With our investment in Martini, we are celebrating the best of the brand’s 160-plus-year heritage and its undeniable influence on today’s bar culture.”
Martini’s ‘Dare To Be’ activation kicked off last summer and was fronted by Italian actor Simona Tabasco. Bacardi said today it will activate further “advertising, PR and social media” through 2025 to reach a wider audience.
