Martini launches first on-trade campaign for 15 years

By Noli Dinkovski

- Last updated on GMT

Related tags: Martini, Juice

Martini launches first on-trade campaign for 15 years
Martini has launched its first on-trade campaign for 15 years and has added a new rosé-style variant. The campaign, a £2m spend, focuses on...

Martini has launched its first on-trade campaign for 15 years and has added a new rosé-style variant.

The campaign, a £2m spend, focuses on creating fruit juice-based Martini mixers for summer drinking occasions.

It is being fronted by singer Natalie Imbruglia and is targeting 25 to 29-year-old females.

The new serves are being promoted as long drinks and pitchers, and are available in pubs throughout the country, including All Bar One, Ha Ha, Pitcher & Piano and Slug & Lettuce outlets from 10 June.

New "delicate spicy"​ variant Martini Rosato is paired with pomegranate juice and is best served with lime, while Martini Rosso is matched with cranberry juice.

Martini Bianco and Martini Extra Dry are being served with apple juice.

Martini director of marketing Liam Newton said: "Martini is no longer about lemonade, it's about long drinks and pitchers mixed with refreshing fruit juices.

"We believe this campaign will truly re-invigorate Martini's on-trade performance.

"This will be further supported by the launch of Martini Rosato, which has done very well in the off-trade as the new rosé-style is in line with the rosé wine trend.

"Martini remains one of the most profitable brands in the bar and this campaign is good news for the on-trade."

Related topics: Spirits & Cocktails

Property of the week

The Hazeldene Hotel

- Tenancy

The Hazeldene Hotel is opposite the Famous Blacksmiths Shop in Gretna Green. With 11 letting rooms, it is in a prime location to offer fantastic...

Follow us

Pub Trade Guides

View more