Bacardi has launched a contemporary reimagining of its vermouth, the Martini Fiero.
One of the largest spirits companies in India, Bacardi, has a number of reputed brands in its portfolio, ranging from Bombay Sapphire gin to Patron tequila and Grey Goose vodka. Now, it has made a new addition to its Martini aperitif range – the Martini Fiero.
With growing awareness among consumers about global spirit trends and cocktail culture, India is gradually opening up to newer flavour profiles and drinking experiences. Nowhere is this more evident than in the growth figures for clear spirits across recent years in the country, traditionally leaning towards dark spirits such as whiskey and rum. Naturally, spirits brands are betting on this preference shift and willingness to explore, to introduce new flavours, variants and options.
Aastha Gupta, Brand Manager for Premium White Spirits (India and South East Asia), Bacardi India Private Ltd, said: “With the constant growth of premiumisation in India, Bacardi has been focusing on expanding its portfolio of premium brands in the country. As consumers become more affluent, even within the context of the Indian market, people are drinking better and hence trading up to premium global brands. They are aware of the variants of Martini available in the international markets and we are thrilled to welcome Martini Fiero to India. Martini’s efforts have always been focused on the taste of the product. The consumers around the world love the refreshing flavours across Martini’s portfolio and we expect a similar response from our Indian consumers.”
The Martini Fiero is a reimagined version of the original vermouth, with the trademark zesty, citrusy and bittersweet orange flavours. It makes a wonderful drink with tonic water and pairs perfectly with savoury and salty foods such as olives, cheeses and cured meats.
The Martini Fiero is available in Delhi, Mumbai, Bengaluru, Goa, Pune, Nagpur and Gurugram.