Marketing

Martini Fiero – significant early signs of success with Irish consumers

Martini vermouth has launched a new Orange variant, Martini Fiero, in response to consumer demands for bold-flavoured, brightly coloured drinks.
Martini Fiero has already shown significant early signs of success with Irish consumers.

Martini Fiero has already shown significant early signs of success with Irish consumers.

‘Fiero’ means ‘proud’, ‘intense’ and ‘bold’ in Italian, reflecting the flavourful character of this particular vermouth.

At 14.9% ABV it’s made by blending white wines, Spanish Oranges grown in Murcia and botanicals Artemisia Absinthium and Artemisia Pontica.

The drink’s zesty bittersweet Orange flavour has been crafted to pair specifically with tonic water. The 50/50 serve answers a growing consumer appetite for longer, more refreshing ways to enjoy vermouth as part of the modern Aperitivo occasion.

“Creating Martini Fiero was an exercise in balance,” said Martini Master Herbalist Ivano Tonutti, “From a botanical point-of-view, it was essential to harmonise the vibrant citrus notes of the Murcia Orange peel with the bitterness and herbal aromatics of the Artemisia alongside the many other botanicals, which in turn had to sit happily alongside the quinine in tonic.”

Martini Master Blender Beppe Musso added, “We also worked hard to ensure the intense flavours of our white wine and citrus core would come through when the tonic is added”.

A modern vermouth with a distinctive bittersweet Orange flavour that comes to life when paired with tonic, Martini Fiero has already shown significant early signs of success with Irish consumers as the brand taps into new consumer occasions and trends.

 

 

 

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