Bacardi opens a new chapter in the story of MARTINI®

MARTINI remains the same high-quality Italian vermouth crafted with over 160 years of heritage and expertise. Now, however, it is offered in an elegant new bottle design that reflects the premium nature of the drink within. The range offers something for every taste and occasion — from classic varieties such as Bianco, Rosso, Fiero, Rosato, and Extra Dry, to the alcohol-free Aperitivo line, including Vibrante and Floreale.

“Modern aperitivo experiences are thriving,” said Mahesh Madhavan, CEO of Bacardi Limited. “In fact, only tequila is growing faster in this segment.” The global aperitivo market is currently valued at nearly $11 billion and is expected to grow by 6% annually between 2024 and 2028 (source: IWSR). “With our investment in MARTINI, we’re not only honoring the brand’s 160-year legacy but also redefining its place in today’s vibrant bar culture. MARTINI was born for aperitivo moments.”

Introducing this summer:

A new look, Italian Style & Sustainability

Inspired by Italian elegance and the iconic arcades of Turin, MARTINI’s new design makes a bold, stylish statement on shelves — and it’s more sustainable too. The redesigned 1-liter bottle is 30 grams lighter (a 5% reduction), which significantly lowers the annual greenhouse gas emissions of the brand’s Northern Italy production site. The updated 750ml bottle has also been reengineered to improve transport efficiency, allowing 48 more units (an 8% increase) per pallet. The new MARTINI bottles are now appearing in stores and bars around the world.

"MARTINI Dare To Be – Discover the Italian Style": A fresh face for modern aperitivo

The campaign “MARTINI Dare To Be – Discover the Italian Icon” celebrates the moment when aperitivo is no longer just a warm-up, but the main event. With a vibrant, stylish visual identity, the campaign invites people to break away from the everyday and discover their bolder, more elegant selves. In 2025, Bacardi will bring this experience to young aperitivo lovers worldwide through a 360-degree marketing strategy, including advertising, PR, and social media.

MARTINI FIERO & TONIC: A taste of summer in a glass

The go-to summer cocktail remains the MARTINI FIERO & TONIC — a simple yet distinctive drink. To create it, mix 100 ml of MARTINI Fiero vermouth with 100 ml of tonic water, add ice, and garnish with a few slices of orange. The result is a drink that captures the lightness of Italian summers and the essence of modern aperitivo — bittersweet, refreshing, and stylish with every sip.

An evening in red

MARTINI’s brand refresh came to life in a special celebration in Budapest. At the end of June, the brand introduced its new look to the Hungarian market with an exclusive Red Dinner event. Held at Haris Park, the dinner was a full sensory experience of the modern aperitivo world — from the décor and music to the food and cocktails.

During the event, Viktor Molnár, Marketing Lead for Martini in Hungary, presented the brand’s latest milestone in its 162-year history. “The design draws from the past, while the execution looks to the future — we are showcasing timeless values through a sustainable lens,” he emphasized in his speech. Guests were invited to experience firsthand how MARTINI’s heritage is being revived through a vision of elegance and responsibility, with the iconic MARTINI Fiero & Tonic cocktail taking center stage.