Bacardi introduces Martini Fiero as summer drink contender

Bacardi is bringing Martini Fiero over to the UK with the aim of attracting a younger adult audience to the brand.

The variant is the biggest new product launch from Martini and the company has invested £2 million for its first year alone.

Martini Fiero taps into the trend for brightly-coloured drinks, while also boasting 100% natural flavour and colour through a blend of white wines and botanicals, including Murcia orange peel, Artemisia absinthium and Artemisia pontica.

The drink’s bitter-sweet orange flavour has been crafted to pair specifically with tonic water.

Ivano Tonutti, Martini’s master 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.”

Martini Fiero (rsp: £12) is available at Asda and Ocado and it will be rolled out across Sainsbury’s, The Co-op, Morrisons and Amazon next month.

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