Martini launches rosé-style variant

Martini has launched a new variant and a re-design of the bottle in a bid to refresh the brand's image.

Martini Rosato is a rosé-style product that is made using a combination of red and white wines. The new bottle design - applied to Rosso, Bianco, Extra Dry and their new stable mate Rosato - features a more slender shape and has split the label into two parts and a logo embossed onto the glass. The bottles also feature cocktail recipes on the label on the rear, and these will rotate around every six months.

Rosato and the new bottle design are two of five elements in a re-launch of the brand targeting 25-34 year old female drinkers.

Martini has suggested four simple mixer ideas, drawn up after a consultation exercise with drinkers. These are Bianco and apple juice, Rosso and cranberry, Extra Dry and ginger ale and Rosato and pomegranate. These will feature on "collarettes" around the necks of the bottles.

The re-launch also sees a sponsorship of new film Ocean's 13, and a sampling scheme taking place in a "Terrazza" stationed just off London's Oxford Street until June 11.

Martini marketing manager Caroline Herbert said that the re-launch was aimed at "growing consumption among lighter drinkers, bringing them up from drinking the brand perhaps monthly to drinking it weekly, by refreshing the image from that of an old-fashioned brand.

"We are doing fundamental things that will make people see the brand in a different way."