MARTINI Fiero: the New Drink of the Summer

London, UK, April 2019: Long, sunny days are coming and with them a brand-new drink that’s perfect for summer. For a sip that transports you straight from the UK to the sunlit streets and shores of Italy, it’s time to discover MARTINI Fiero – the latest innovation from Italian drinks icon MARTINI.

MARTINI Fiero is designed to pair perfectly with tonic in the simplest of 50/50 serves. 50% MARTINI Fiero and 50% tonic water, served over ice with an orange garnish, creates an explosion of bittersweet orange flavour and a striking, naturally red colour.

“The perfect way to drink MARTINI Fiero & Tonic is with close friends during the golden hours of the early evening,” says Roberta Mariani, MARTINI Global Brand Ambassador. “This special time of day has many names across Europe – in Italy we call it aperitivo – but everywhere it’s recognised as a time to unwind with friends over a delicious drink. Our craftsmen have developed MARTINI Fiero with a fruity, zesty orange taste and a hint of bitterness to specifically mix 50/50 with tonic, creating the perfect aperitivo serve.”

MARTINI Fiero & Tonic answers the growing consumer appetite for longer, more refreshing ways to enjoy drinks during the aperitivo occasion – an Italian way of life that is steadily establishing a home away from home in the UK.

MARTINI Fiero is also made for a generation that drinks consciously and values authenticity. The MARTINI newcomer stands out decisively from the pack by offering 100% natural colour and flavour through carefully sourced wines and an array of botanicals including sweet Spanish orange peel.

Roberta Mariani explains: “‘Fiero’ means ‘proud’, ‘intense’ and ‘bold’ in Italian, which sums up the character of our new drink, as well as how we feel about it. We are proud of our hand-selected natural ingredients and time-honoured production methods, and to be bringing flavour, fun and quality to cocktail lovers in equal measure.”

MARTINI Fiero will be available in bars across the UK, as well as at all major UK retailers for an RRP of £12.

-ENDS-

NOTES TO EDITORS

About MARTINI Fiero

MARTINI Fiero (14.9% ABV) is made with a blend of white wines and carefully sourced botanicals including sweet Spanish oranges grown in Murcia, which are hand peeled and dried under the sun in a laborious traditional method that protects the essential oils in the peel.

While the orange peel provides the vermouth’s vibrant citrus notes, Artemisia absinthium and Artemisia pontica – which are both harvested in the village of Pancallieri in Turin – contribute the signature bitterness and herbal aromatics that are the distinguishing characteristic of Italian aperitivo drinks. The result is the distinctive bittersweet orange flavour of MARTINI Fiero.

MARTINI Fiero can be ordered at bars across the UK, including top locations like Sea Containers, Rosewood and The Goat in London, as well as at Greene King and Stonegate outlets.

MARTINI Fiero (RRP £12) is also available now at ASDA and Ocado, and will be rolled out across Sainsbury’s, the Co-op, Morrisons and Amazon from mid-April onwards.

About MARTINI

One of the most iconic brands in the world, MARTINI® is the leading name in Italian winemaking and a purveyor of the highest quality aromatized and sparkling wines. The award- winning, vibrant and bittersweet taste of the MARTINI range is the result of secret blends of more than 40 botanicals sourced from the finest locations across the globe. The MARTINI portfolio includes: MARTINI Fiero, MARTINI Riserva Speciale Rubino, MARTINI Riserva Speciale Ambrato, MARTINI Riserva Speciale Bitter, MARTINI Bianco, MARTINI Rosato, MARTINI Rosso, MARTINI Extra Dry, MARTINI Asti, MARTINI Prosecco and MARTINI Rosé.

Created in 1863 in Turin, Italy, the MARTINI brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda, and continues to be the market leader of the category. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

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