Bacardi Martini is relaunching its light bitter aperitif Martini Bitter in the UK, capitalising on its suitability for classic cocktails.
Initially available exclusively for three months through Coe Vintners, it is made to the same original recipe that was developed by the founders of Martini in 1872.
Martini, best known for its vermouths and sparkling wines, hopes to recruit a new generation of consumers to the brand through Martini Bitter.
It is particularly aimed at consumers aged 18 to 35 and is expected to capitalise on the trend for classic cocktails. It works well as a substitute for Campari in a classic Negroni, Americano and Sbagliato.
John Grieveson, UK marketing director at Bacardi Martini, said: “Martini has always been rooted in drinks innovation and, as we celebrate our 150th anniversary by reliving our classic cocktail legacy, we are relaunching some of the great products created in the time of our founders.
“First created by our founder Luigi Rossi, Martini Bitter offers an explosion of flavours with gentle bitter, zesty lime and a touch of honey and we invite everyone to rediscover the classic cocktails that its special recipe creates.
“Martini Bitter offers a lighter, more refreshing style than other bitters and being from the same Martini family it’s 100% complementary to Martini Rosso.
“From a taste perspective, both products are entirely balanced, so when you use them to make classic Italian cocktails like the Americano and Negroni, it brings harmonious, perfectly balanced sensations to the drink.”
Martini master herbalist Ivano Tonutti uses ingredients to create a balance between bitterness, sweetness and citrus. Sweet oranges and limes are used for the fresh citrus character, Italian artemisia, Chinese rhubarb and gentian for the gentle bitterness, and roses from Bulgaria to add a delicate aromatic character. The botanicals are blended together with pure water and natural alcohol.
Mike Beavan, sales director at Coe Vintners, added: “We are delighted to have a three-month exclusive distribution of the new Martini Bitter to London’s premium on-trade.
“At Coe Vintners, being first to market is always exciting. Our established relationships with London’s best bars, restaurants and five-star hotels will allow us to launch Martini Bitter and initiate its journey throughout the UK.”
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