Family-owned spirits company, Bacardi is meeting consumer demand for lighter, more premium drinks and evolving drinking occasions by building on the premium credentials of MARTINI, one of the most iconic brands in its portfolio and in the world of drinks.
“With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish experience” says Emma Fox, VP, MARTINI & ST-GERMAIN. “Our MARTINI vermouth range, with its bold bittersweet flavours and lighter tasting serves, is perfect to capitalize on this global trend. With our new MARTINI, we’re inviting a new generation of drinkers to experience a true Italian icon.”
Emma Fox
MARTINI, which remains the same great-tasting, Italian vermouth, crafted with over 160 years of history and expertise, is now presented in a stylish and distinctive bottle to reflect the quality of the liquid inside. The MARTINI portfolio includes vermouth for every style of drink and occasion including MARTINI Bianco, Rosso, Fiero, Rosato, and Extra Dry, as well as the MARTINI Non-Alcoholic Aperitivo range of Vibrante and Floreale.
“The modern aperitivo occasion is booming,” says Mahesh Madhavan, CEO of Bacardi Limited, “only tequila has been growing faster.” The aperitivo occasion is worth close to US$11Bn and is expected to continue growing by 6 percent annually (IWSR CAGR 24-28). “With our investment in MARTINI, we are celebrating the best of the brand’s 160+ year heritage and its undeniable influence on today’s bar culture. MARTINI is made for the modern aperitivo.”
This summer, Bacardi will reveal:
New contemporary bottle
The distinctive, stylish design – inspired by the arched walkways of Turin, Italy – gives MARTINI even greater standout on shelf and at the same time reduces the brand’s impact on the environment. The 1L MARTINI bottle is now 30 grams lighter (equivalent to 5 percent of the weight), which has reduced annual greenhouse gas emissions at the MARTINI production site in Northern Italy. The slimmer bottle shape also means each pallet can carry an extra 48 x 75cl bottles (an 8 percent increase) making transportation more efficient too. The new MARTINI bottles will appear in stores and bars around the world from next month.
360 marketing campaign
The "MARTINI Dare To Be" campaign reflects the evolution of the aperitivo occasion from a pre-event experience to the main event itself. The campaign’s vibrant and colourful visuals, invite consumers to step out of the "everyday you" and step into "your most playful and stylish self". Bacardi will be activating the MARTINI Dare to Be campaign across advertising, PR and social media through 2025, reaching a new generation of modern aperitivo drinkers.
New signature drink
This summer, Bacardi will introduce the MARTINI Bianco Spritz to the world. Easy to make in three simple steps – pour 50ml MARTINI Bianco vermouth, add 75ml MARTINI Prosecco, top with 25ml soda water, serve over ice and garnish with fresh mint, and slices of lemon and strawberry – to create a crisp, bright spritz with subtle notes of vanilla.
The MARTINI Bianco Spritz leads the range of MARTINI spritzes - with Fiero and non-alcoholic expressions Vibrante and Floreale – crafted for the aperitivo occasion. MARTINI remains an essential ingredient in classic cocktails including the Americano, the Negroni and the Dry Martini cocktail, served at bars, terrazzas, restaurants and homes throughout the world.
New consumer experience
Bacardi will launch a new consumer experience, Terrazza MARTINI, that will tour major European cities throughout the summer. The Terrazza MARTINI will create a style and entertainment hotspot where consumers can experience the brand’s signature drinks and more.
CÎROC Super-Premium Vodka has unveiled a brand-new limited edition spirit drink: CÎROC Strawberry Limonade. The launch marks the brand’s first coloured liquid, giving consumers a taste of the sun-kissed coastline of the French Riviera.
Launching just in time for summer, CÎROC Strawberry Limonade is the perfect luxury drink for after work drinks, picnics, or just relaxing at home with friends. Strawberry and lemon flavoured variants have high purchase intent among spirit drinkers, with this latest launch giving retailers the opportunity to drive more volume in the category.
“We’re constantly looking to redefine the luxury drinking experience and elevate the premium spirits category through flavour,” said Pippa Lewis, Senior Brand Manager at CÎROC Vodka.
“I’m delighted to launch CÎROC’s first coloured liquid, a shade of pink that mirrors the hues of a Riviera sunset – reminiscent of sun, beaches and lively soirées that define the Riviera experience. A delicious tasting spirit made with vodka distilled five times from fine French grapes infused with strawberry, lemon and other natural flavours, CÎROC Strawberry Limonade can complement any occasion.”
This launch will be supported with Social and Digital OOH media from April to September. To further amplify the launch, there will be terrace takeovers and cultural partnerships, to encapsulate the spirits of the French Riviera and celebrate the beauty of the South of France.
CÎROC Strawberry Limonade is available to order now, with official launch as of April 1 across grocery, wholesale and digital channels in a 70cl bottle at 30 per cent ABV. (£35.50 MRSP)
Wray & Nephew today (20) unveiled Wray’s 43, a limited-release white rum crafted for full-flavour, easy-to-mix drinks. It will be available exclusively to convenience retailers via Booker.
Bottled at 43 per cent ABV, Wray’s 43 is a unique blend of unaged Jamaica white rum with notes of rich fruits, charred pineapple, and molasses.
While inspired by the iconic Overproof, Wray’s 43 is not a diluted version but a distinct expression, offering a smooth, naturally sweet profile while retaining the bold character Wray & Nephew is known for.
Considered ‘a fresh way to Wray’, Wray’s 43 is now available exclusively through Booker for convenience store distribution and Amazon for direct consumer purchase (RRP £25).
With its full-bodied character, Wray’s 43 is ideal for long drinks, pairing perfectly with mixers like pineapple juice, ginger ale or coconut water.
The signature serve - Wray’s 43 & Pineapple – combines 25ml of Wray’s 43 topped with pineapple juice and garnished with either fresh pineapple or a lime wedge.
David Morrison, Deputy Master Blender at J. Wray & Nephew, said: “The launch of Wray’s 43 is an exciting new exploration for us. We have listened to our community and are providing rum lovers with a fresh way to experience the tropical flavours of Jamaica rum whilst staying true to the product’s authenticity. Full-flavour guaranteed!”
With 200 years of rich heritage, J. Wray & Nephew has been an intrinsic part of Jamaican culture since its founding in Kingston in 1825.
Wray & Nephew is synonymous with authenticity and craftsmanship, with all Wray & Nephew rums, including Wray’s 43, distilled and bottled in Jamaica, ensuring that every bottle delivers the true spirit of a Jamaica rum.
Rooted in nearly 200 years of Jamaican rum-making tradition, Wray & Nephew is an iconic brand synonymous with the island’s vibrant culture and craftsmanship.
Beyond the bottle, Wray & Nephew is passionate about uplifting and supporting the Black-British community through initiatives such as its Wray Forward programme.
The final stages of the Emirates FA Cup are approaching and Carling is building excitement with the launch of an all-new on-pack promotion, trivia competition and marketing campaign.
From 23 March until 30 June 2025, adults can scan QR codes on promotional multipacks of Carling and enter the code displayed on the inside of the sleeve alongside their details for the chance to win*.
The prizes up for grabs include four seats in the stands at Wembley Stadium for the Emirates FA Cup final and a pre-match Wembley Stadium tour, which includes a one-night stay at a four-star Wembley hotel and travel allowance, as well as Deliveroo vouchers for secondary draw winners.
New this year, shoppers that enter the on-pack promotion will have a second chance to win a one of ten, £20 gift vouchers to spend at selected retailers if they correctly answer an Emirates FA Cup-themed trivia question*.
The promotion is designed to help retailers build up excitement amongst football fans and will run across 4x440ml, 10x440ml, and 18x440ml packs. Priced-marked 4x440ml, and 10x440ml packs will also be available.
In past years, Carling’s on-pack promotions have helped drive sales for retailers, increasing value sales of Carling by 60.8 per cent and 30.6 per cent during promotional periods in 2023 and 2024 respectively.
“Carling is proud to support football at every level – that’s why we’re the lager brand consumers most commonly associate with the beautiful game,” said Lee Willett, Carling Brand Director at Molson Coors Beverage Company.
“This campaign is about celebrating Carling’s football heritage and the history of the world’s oldest national football tournament. In bringing together clubs from across the football pyramid, the Emirates FA Cup creates truly unique sporting moments, and the final stages present a massive opportunity for our customers to drive sales.”
The beer brand, which has been a partner of the Emirates FA Cup and Adobe Women’s FA Cup since 2023, will also be sponsoring talkSPORT’s Emirates FA Cup and UEFA Nations League coverage, with Carling branding featuring prominently on match previews and reviews on talkSPORT Drive.
Carling has moved to strengthen its ties to football in recent years through sponsorship deals with the Football Association of Wales (FAW), Scottish Professional Football League (SPFL) and a host of top clubs including Newcastle, Nottingham Forest and Everton.
Carling is also supporting local football clubs up and down the country through its ongoing Grassroots Goals initiative, in partnership with Umbro, by giving them the opportunity to win prizes including new team kits throughout the course of the year.
*T&Cs: 18+, UK and ROI only (tie-break question for ROI). Scan the QR code on your promotional pack or go to www.carlingpromotions.com/winFAtickets and enter the unique 8-digit code found inside your pack to be entered into the promotion. Main Prize Draw: Prizes: 4x tickets to the Emirates FA Cup Final including a pre-match Wembley stadium tour, on Saturday 17th May 2025 (5x). Each prize includes a 1-night stay at a 4* Wembley hotel (2x twin rooms) and up to £250 travel allowance per winning entrant. Prizes limited to 1 per household. 1 entry per person per day. Entry closes 11:59pm 01/05/2025. Trivia Question Prize Draw: Prizes: £20 / €25 Grocery eGift cards (10x). All entrants who correctly answer a trivia question will be entered into the draw. Wrap Up Draw: Prizes: £50 Deliveroo takeaway vouchers (100x). Trivia and Wrap Up Draws close 11:59pm 30/06/2025. Non-main prize draw winners will automatically be entered into the wrap up draw. Full T&Cs at www.carling.com/terms.
Four Loko, the bold and unconventional RTD brand, has unveiled its latest flavour, Camo Mango.
This new variant of the premium vodka-based RTD combines the refreshing sweetness of ripe mango in a camo-themed can.
“Designed to appeal to consumers seeking more than just a drink, it’s a statement of individuality,” said Clark McIlroy, Managing Director of Four Loko distributor, Red Star Brands. “With its dynamic packaging and daring flavour, Camo Mango reinforces Four Loko’s commitment to delivering disruptive, category-defining RTD experiences.”
To support the launch of Four Loko Camo Mango, a nationwide campaign will feature influencer collaborations, sampling events and exclusive merchandise drops. The campaign will invite consumers to share their boldest Four Loko moments via user-generated content featuring the hashtags #CamoLoko and #PartyInACan, bringing to life the brand’s authentic, bold positioning while driving deeper connections through social engagement.
The striking green, black and orange camouflage-style can underpins Camo Mango’s “Stay Hidden, Stay Bold” theme and has been designed to deliver high on-shelf visibility to help maximise sales and encourage shoppers to the fixture.
“The fact that premium priced RTDs have grown faster than any other segment in the last two years means that there are some great opportunities out there for retailers to capitalise on this popularity,” added McIlroy.
Camo Mango (8.4 per cent ABV) will be available from March in 440ml cans, RSP £3.49, and like the rest of the Four Loko range, is caffeine-free. Its launch brings the total range available to 10 flavours; other variants include Pink Melon, Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold and Tutti Frutti (all 8.4 per cent ABV).
Leading Prague beer Staropramen has launched a new 10x440ml can ‘Fridge Pack’ in response to rising demand for multi-pack can formats in the world beer category.
The packs will launch in stores nationwide from Monday, 17 March, with the most recent data showing that 30 per cent of shoppers who purchase multi-packs in the world lager category exclusively buy can formats.
The new cans are encased in a new recyclable cardboard sleeve and include an easy-to-carry handle and quick tear-open fold.
The launch will be supported by a new marketing campaign including in-store POS, digital assets and a paid social media programme.
Each 440ml can and outer sleeve will include a scannable QR code, giving consumers access to exclusive Staropramen content as well as the brands website where they can learn more about Staropramen’s heritage and brewing process.
“Shoppers want a pack format that works for them. Adding a mid-size pack to our range enables retailers to provide more choice, making sure their world lager offering has the formats to suit all shopping habits,” Bethan Roberts, assistant brand manager at Staropramen, said.
“Every pack comes with a scannable QR code to give customers access to exclusive Staropramen content and promotions, as well as an insight into the brands heritage and brewing processes.”