Bacardi-owned Martini is targeting younger consumers with a new orange-flavoured summer vermouth called Fiero.
Martini is tapping into the trend for bold flavoured, brightly coloured drinks with the launch of Fiero, which has been created to be enjoyed paired with tonic water as part of aperitivo occasions.
Fiero means ‘proud’, ‘intense’ and ‘bold’ in Italian, reflecting Martini’s heritage and the character of the vermouth itself.
Martini Fiero delivers 100% natural flavour and colour through a blend of white wines and botanicals including Murcia orange peel, artemisia absinthium and artemisia pontica.
With a significant investment of £2 million behind the brand in its first year alone, Martini Fiero represents the “biggest new product launch Martini has undertaken in recent years”.
The new drink’s “zesty, bittersweet orange flavour” has been crafted to pair specifically with tonic water.
Martini recommend serving the new expression in a simple Fiero & Tonic, combining 50% vermouth and 50% tonic over ice in a balloon glass with an orange garnish.
Ivano Tonutti, Martini mater herbalist, said: “Creating Martini Fiero was an exercise in balance.
“From a botanical point of view, it was essential to harmonise the vibrant citrus notes of the Murcia orange peel with the bitterness and herbal aromatics of the artemisia alongside the many other botanicals, which in turn had to sit happily alongside the quinine in tonic.”
Beppe Musso, Martini master blender, added: “We also worked hard to ensure the intense flavours of our white wine and citrus core would come through when the tonic is added.
“We are proud of the result – a modern vermouth with a distinctive bittersweet orange flavour that comes to life when paired with tonic. Martini Fiero is the ideal drink for the modern aperitivo.”