Bacardi-Martini is relaunching Martini vermouth in a new bottle and introducing a new variant called Rosato in a bid to shake up the brand’s old-fashioned image. The revamp will also include redesigned labelling.
Martini Rosato, a rosÈ style of vermouth, aims to capitalise on the current popularity of ros™ wines and in a bid to lure 25 year old to 35 year old female drinkers to the brand.†The relaunch will be supported by a radio, press and outdoor campaign.
The move is the first major marketing initiative led by the newly appointed director of marketing Liam Newton. Newton, a former InBev brands director, joined Bacardi Martini last October as director of marketing for Bacardi Rum portfolio and Martini vermouth.
The Martini brand was popular in the Seventies and it became famous for its iconic advertising, which featured the strapline “Any time, any place, anywhere.” More recently, actor George Clooney has starred in its campaigns.