Bacardí has revealed a new bottle design for its vermouth brand Martini, set to roll out in stores from next month.
The new look – which was inspired by the arched walkways of Turin, Italy – would offer “greater standout” on shelf and reduce the brand’s impact on the environment, said Bacardí.
The one-litre bottle is now 5% lighter in weight, a move that would reduce annual greenhouse gas emissions from the production site in northern Italy, Bacardí claimed.
Meanwhile, a slimmer shape would make transportation of 75cl bottles more efficient, allowing pallets to carry an additional 48 bottles, it said.
To promote the new bottle design, the brand is launching a fresh ‘Martini Dare To Be’ campaign this summer. The push would invite consumers to step out of the “everyday you” and step into “your most playful and stylish self”, the brand said.
It will be supported by advertising, PR and social media through 2025, with the aim of reaching a “new generation of modern aperitivo drinkers”.
Martini was an essential ingredient in classic cocktails including the Americano, the Negroni and the Dry Martini, said Bacardí.
“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,” said Bacardí CEO Mahesh Madhavan.
Martini was “made for the modern aperitivo”, he added.
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