AN INSIDE LOOK
BEHIND THE BOTTLE
DISCOVER MARTINI
HOW TO USE THIS DOCUMENT
F O R B E S T V I E W I N G O N A P H O N E O R TA B L E D E V I C E W E R e c o m m e n d DO W N L O A D I N G T H E F R E E A DO B E A C R O B A T R E A D E R A P P , a v ailable I N B O T H I T U N E S A ND A ND R O I D S T O R E S . O P E N P D F F R OM E M A I L / W E B a n d C L I C K ‘ O P E N W I T H ’ t o o pe n I N A C R O B A T . W E S U G G E S T V I E W I N G ON S I N G L E P A G E V I E W .
INTER ACTIVE TOUCH OR CLICK T H I S P D F I S M A D E W I T H I N T E R AC T I V E E L E M E N T S T H AT C A N B E T O U C H E D / C L I C K E D T O TA K E Y O U T O A ND F R OM D I F F E R E N T S E C T I ON S O F T H E P D F S O Y O U C A N V I E W T H E I N F O R M A T I ON YO U WA N T. A D E FA U LT S W I P E T O T H E L E F T W I L L A L S O TA K E YO U T H R O U G H T H E P D F.
BACK TO HOME A ll ‘ H OM E ’ B U T T ON S W I L L R E T U R N Y O U B A C K T O T H E B O T T L E W I T H T H E S O yO U C A N E X P L O R E T H E O T H E R S E C T I ON S .
T he undis p uted leader
O f a p eriti f Reinventing itself with original ideas
The martini saga continues...
M artini unveils its
N ew p acka g in g
A n inside look
B ehind the bottle
T he occasion : A p eritivo
T he f amous martini R acin g stri p es
O U R countr y o f ori g in : I taly
O ur botanical master y
AWA R D W IN NIN G M A R TINI & T H E G O D D E S S victor y
turin : T he g olden bull
T he I C O N I C M A R T I N I ball & bar
1 8 6 3 : f oundation o f martini & R O S S I
9
C O N S UME R R E AC TIO N T O N E W PACK AGIN G
1 8 6 3 : f oundation o f
M artini & rossi 1 8 6 3 : O ur date of inception . T he compan y is founded in turin b y three friends that, under the motto “ V olere É P otere â€? , shape the future of the industr y.
VOLERE É
POTERE
“ Where there’s a will, there’s A way ”
T h e s e a r e t h e w o r d s i m m o r ta l i s e d o n t h e g at e s o f C a s a M a r t i n i . “ W h e r e t h e r e ’ s a w i l l , t h e r e ’ s a way ”, echoes the shared vision to represent the g r e a t e s t i n It a l i a n q u a l i t y a n d s t y l e .
A pa rt n e r s h i p o f t h r e e m e n . a l e ss a n d ro m a r t i n i a gif ted salesman, teofilo sol a the dependable a cc o u n t a n t a n d l u i g i r o s s i , c r e a t i v e h e r b a l i s t a n d l i q u e u r e x p e r t. T h e i r s p i r i t o f c o l l a b o r at i o n a n d p o o l e d ta l e n t s b u r s t i n t o l i f e a s a t e a m ; f o r wa r d
T h e w o r d s o n t h e g at e s of casa martini
t h i n k i n g a n d w i t h e v e r y t h i n g t o p l ay f o r .
OUR HOMELAND
I taly S ince 1 8 6 4 , the fields of P essione in N orthern I taly are where our heart calls home . W e are the spirit of I taly, I n ever y bottle of M artini there is a drop of the I talian soul . G enerations of families have built M artini to what it is today.
THE FIELDS OF PESSIONE IN NORTHERN ITALY ARE WHERE OUR HEARTS CALL HOME
A TRUE
I TA L I A N I C O N O ver the last 1 5 0 y ears , the brand has become a q uintessential icon of italianness and st y le around the world .
MARTInI COMBINES ART, BEAUT Y AND MAGIC.
O UR B O TA N I C A L
MA STERY
NATURALLY INFUSED BOTANICALS FROM OVER 40 DIFFERENT HERBS FROM AROUND THE WORLD.
M a r t i n i a p e r i t i f s a r e t h e p e r f e ct f u s i o n of wines and herbs. Together , the y barr age t h e s e n s e s w i t h ta s t e , a r o m a , t e x t u r e a n d c o l o u r . O u r p r o d u ct b l e n d T r e b b i a n o w i n e f r o m E m i l i a R o m a g n a a n d C a t a r r a tt o w i n e f r o m S i c i ly i n t o t h e c a n va s t o w h i c h w e a p p ly o u r b o ta n i c a l m a s t e r y.
A r o m at i c h e r b s , f r a g r a n t f r u i t, e x o t i c w o o d s a n d c a p t i vat i n g s p i c e s c o m b i n e i n d i f f e r e n t a m o u n t s a n d f o r m at i o n s t o p r o d u c e ‘ s e c r e t b l e n d s a cc o r d i n g t o t h e o r i g i n a l r e c i p e ’ . T h e i n t e r a ct i o n b e t w e e n t h e s e h e r b s i n t h e e x t r a ct i o n p r o c e s s c r e a t e s a u n i q u e f l a v o u r f o r e a c h MAR T INI e x p r e s s i o n .
THE MARTINI
MASTERS
BEPPE MUSSO our MASTER BLENDER know ’s Mr. Rossi’s original recipe by scent and taste.
O u r a r t i s a n s o f t o d a y a r e 8 th g e n e r a t i o n MAR T INI masters. Each following in the footsteps of t h e i r p r e d e c e s s o r s . A l l d e d i c at e d c r a f t s m e n a n d c u s t o d i a n s o f MAR T INI ’ s q u a l i t y a n d i n t e g r i t y . T h EY ARE T HE o n l y t h r e e p e o p l e w o r l d w i d e t o k n o w M r . R o s s i ’ s o r i g i n a l r e c i p e WHI C H r e m a i n s g ua r d e d u n d e r lo c k a n d k e y. O u r m a s t e r s k n o w i t o n ly b y s c e n t a n d ta s t e .
O v e r 5 0 0 b o ta n i c a l s a m p l e s pa s s u n d e r IVANO T ONU T T I ’ s ( M a s t e r H e r b a l i s t ) n o s e e a c h y e a r , a n d o n ly t h e c o m b i n e d e x p e r i e n c e o f h i m s e l f a n d BEPPE MUSSO ( m a s t e r b l e n d e r ) c a n m a i n ta i n L u i g i R o s s i ’ s l e g a c y.
Ivano is our 8 th Master Herbalist to follow Mr. Rossi.
TORINO
THE BULL T he shield with the bull at its centre is inspired b y T he coat of arms of the cit y of torino , home to craftsmen and artisans as well as being the heartland of the italian aperitivo . A fitting birthplace of martini & rossi .
THE GODDESS
VIC TORY T he winged roman goddess .
I n 1 8 6 5 , Marti n i & R o ssi w o n a m e d al i n D U B L I N i m pri n te d with the A lleg o ry o f V I C T O R Y - a wi n ge d w o m a n h o l d i n g a H O R N O F P L E N T Y . T he c o m pa n y i n c lu d e d her o n its n ew label , c o n si d eri n g Marti n i swiftly R O S E t o gl o bal re c o g n iti o n , the sy m b o l o f v i c t o ry was well d eser v e d .
THE ICONIC
BALL & BAR A s y mbol of international st y le and glamour . T I M E L E S S C ollaborative C ommissions included leading figures in visual art movements and stars of the big screen .
A true catal y st f or
MARTINI posters ARE considered timeless pieces of Italian heritage.
C ulture IN 1 9 3 8 G i u s e p p e R i cc o b a l d i d e s i g n e d a p l a y f u l p o s t e r f o r MAR T INI d e p i ct i n g t h e s i m p l e o u t l i n e o f a wa i t e r s e rv i n g a g l a ss o f MAR T INI , b u t i n p l a c e o f h i s h e a d t h e r e is the classic ‘ball and bar’ logo, which had been registered in 1929.
a symbol of international st yle and gl amour
BEVI MARTINI® RESPONSABILMENTE ©2016 MARTINI ED IL LOGO “BALL AND BAR” SONO MARCHI REGISTRATI
EG+ Job No: 720870-1 Production:Clients:Bacardi Martini B.V - BAM:720870:Artworks and Linked files:Studio:720870-1_BAM_Martini_OOH-Milano.indd
Date: 28.06.16 Time: 10:58 GMT+01:00
PRE PRESS
1
T he occasion :
A p eritivo T he modern aperitivo moment is a way of life . S ince it was first created M artini has been at the heart of this occasion .
THE MODERN APERITIVO I S A L R E A DY A
BIG GLOBAL TREND WITH UNPRECEDENTED POTENTIAL
MODERN With Friends / Colleagues Af ter Work
EMOTIONAL Socializing, Connecting
T o t a l a l c o h o l v o l u m e g r o w t h f o r e c a s t ( EU )
6.18 bio 9LC
6.17 bio 9LC
CAGR%
RES T OF o cc a s i o n s 3.38 bio 9lc
rest of Occ a s i o n s
- 0.1%
Modern APERI T IVO 1.97 bio 9LC
Modern APERI T IVO 2.6 bio 9LC
+0.8%
Trad. Aperit vo
-2 . 2%
UNPL ANNED Fluid, planned on the moment. No def ined beginning or end.
HIGH TEMPO 31%
33%
Tr ad. Aperit vo 823 mio 9lc
High Energy Bonding, Buzzing Vibe, Bet ween Sunset and Night.
LONG MIXED DRINKS 2016
Modern Aperitivo
I n c r e m e n ta l v o l u m e 2016- 2020
S o u r c e : IWSR , T h e B e a t , a n d C & C I m o d e l l i n g
2020
66 Mi o . 9LC
Fresh, sessionable, low ABV. Mixed Drinks (ie: Tonic or cock tails). Beer & still wine as easy default.
the modern a p eritivo on avera g e R e p resents
2 7 % o f total consum p tion occasions Occasion Sizing Share of Total Alcohol Volume France
Belgium
Italy
Russia
Spain
Total Modern Aperitivo Share of Alcohol
22%
41%
25%
38%
27%
Total Traditional Aperitivo Share of Alcohol
19%
Total Non Aperitivo Share of Alcohol
59%
10%
59%
64%
14%
62%
60%
T he perfect drink for the after work . light, refreshing , delicious and eas y
THE NEW APERITIVO
C O C K TA I L
to prepare .
ALL T HE INGREDIEN T S OF A SU C C ESSFUL C O C K T AIL IN ONE : A LIGH T , FRESH , SPARKLING AND LONG
1
USING A BALLOON GL ASS, FILL WITH ICE
C O C K T AIL . P e r f e ct a s a n a f t e r w o r k d r i n k o r a p r e - d i n n e r a p e r i t i f.
BUSINESS A C C ELERA T OR , PROMO T ING FREQUEN T C ONSUMP T ION : ONE BO T T LE OF 1 L MAR T INI + 1 L OF T ONI C = 1 4 MAR T INI & T ONI C C O C K T AILS .
2
Fill WITH 50% Martini (mezzo) 3
FILL WITH 50% Tonic (mezzo) 4
GARNISH WITH a wheel of citrus fruit
R acin g
S tri p es B ack on the pack after 2 0 Y E A R S . A series of light and dark blue bands , with a red stripe through the middle , has become a recognisable feature in the world of motor racing . B ringing to the front the energ y and j o y of one of our distinct brand properties , M artini R acing .
A F A M I LY
PA S S I O N T h e R o s s i d i M o n t e l e r a c o u s i n s , r e l at i o n s o f L u i g i ROSSI h i m s e l f , w e r e s p o r t s m e n i n t h e i r ow n r i g h t. T h e y s o u g h t to t r a n s f e r t h e i r fa m i ly pa s s i o n i n t o c o m pa n y p o l i c y.
192 5 s aw o u r f i r s t pa rt n e r s h i p wa s t h e T u r i n ’ s G r a n Co p pa c yc l i n g r ac e , a n d by 19 5 8 t h e M a r t i n i I n t e r n at i o n a l C l u b wa s b o r n . L e M a n s i n t h e 7 0 s, r a l ly i n g i n t h e 8 0 s, tou ring in the 90 s. Pe trol cou rses ou r v e i n s , b u t F o r m u l a 1 h a s a lway s b e e n t h e b e a t i n g h e a r t o f M o n d o MAR T INI .
BRINGING ITALIANNESS AND ST YLE TO RACING FOR GENERATIONS.
RACING IS IN
OUR BLOOD
TO RACING, SALUTE!
O v e r 4 0 y e a r s s i n c e o u r f i r s t f o r ay w i t h t h e ta r m a c , grit is still in our hands, pride forever in our h e a r t s . WILLIAMS RA C ING , b u i l t o n t h e s t r o n g f o u n d at i o n s o f f a m i ly a n d c r a f t s m a n s h i p, wa s a n at u r a l pa r t n e r f o r u s t o b r i n g our iconic r acing stripes back to the tr ack .
built on the strong foundations of family and craftsmanship
C O N S UM E R R E AC TIO N T O N E W PAC K AGIN G
CONSUMER RESEARCH
& V A L I D AT I O N
The new pack aging resonates strongly with both millennial and loyalist consumers and improves brand perceptions in the areas of authenticit y, craftsmanship, qualit y and navigation. REACTION KEY:
strong
7 2 m ille n n ials re c ruite d i n the past 3 m o n ths o f d ri n kers N o n - re j e c t o rs 2 3 - 2 8 Y O .
very strong
6 0 l o yalists re c ruite d i n the past m o n th o f d ri n kers 35 -4 5YO.
Therefore increasing the likelihood of purchases.
Potential B usiness I m p act
V ermouth I n c rease fit with T arget A periti v o O c c asi o n
“It ’s like a beautiful, Italian woman” Fr ance Loyalist
Ro u n d l a b el e vo k es a fres h , m o re yo ut h fu l / modern feel for the brand
“ B right , R etr o , S tylish , E lega n t . ”
It a l y M i l l e n n i a l
The brand has more personality and charisma “ F esti v e , lai d ba c k at m o sphere a m o n gst frie n d s ” F r a n c e
Millennial
I n c rease o n i n te n d e d c o n su m pti o n fre q ue n c y M u c h m o r e s u b s ta n c e a c h i e v i n g b a l a n c e o f s t y l i s h n e s s , m o d e r n i t y a n d d i s t i n ct i v e l y w h i l s t m a i n t a i n i n g t h e authenticit y and history of the br and “ E lega n c e a n d c lass , f o r festi v e o c c asi o n s ”
It a l y L o y a l i s t
S p o n t a n e o u s e x p r e s s i o n o f g r e a t e r p r i d e i n MAR T INI “ I t ’ s like a beautiful , I talia n w o m a n ”
F r a n c e L oya l i s t
AN INSIDE LOOK
BEHIND THE BOTTLE ENJOY MARTINI responsibly. BE RESPONSIBLE: NEVER DRINK AND DRIVE. ©2016 WILLIAMS, MARTINI, THE BALL AND BAR LOGO AND THE MARTINI RACING STRIPES ARE TRADEMARKS.