IDV gears up for Cinzano revival

IDV is planning to rejuvenate its Cinzano vermouth brand with the test launch of two new variants, in a move that could lead to the brand’s relaunch by the end of the year.

IDV is to test two extensions to the brand in bars in two cities. A Lemongrass variant will be trialled in York and the orange-flavoured Orancio in Bristol. They will have the same alco-holic strength as the original Cinzano product.

Cinzano, which has received no significant ad spend for two years, has suffered from a declining market. This year, vermouth sales have fallen six per cent by value to ú9.5m in the off-trade (Stats MR).

IDV marketing controller Iain Kennedy says: “This is an attempt to re-energise the Cinzano brand. We could roll out the two new flavours at Christmas. The innovation programme for Cinzano is one of a number of initiatives to hit the market.”

But Kennedy would not comment on whether Cinzano’s advertising will be re-activated. The brand’s agency of record is IDV roster shop Young & Rubicam.

The vermouth sector is dominated by Martini, sold by Westbay Distributors. Own-label vermouths are also strong sellers through supermarkets.

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