Martini shakes up vermouth category with new Fiero

Bacardi-owned Martini has launched Martini Fiero to the UK, following investment of £2 million behind the brand in its first year alone.

Martini Fiero is a blend of white wines and botanicals including Murcia orange peel and Artemisia absinthium and Artemisia pontica.

The new drink’s zesty, bitter-sweet orange flavour has been crafted to pair specifically with tonic water. Martini Fiero & Tonic is a refreshingly simple 50/50 serve, over a generous serving of ice in a balloon glass with an orange garnish. It is made to enjoy with friends as a delicious aperitivo drink, bringing a taste of sunny Italy to the UK with its bright red colour and summery citrus notes.

Ivano Tonutti, Martini master herbalist, said: “Creating Martini Fiero was an exercise in balance. 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.”

Beppe Musso, Martini master blender, said: “We worked hard to ensure the intense flavours of our white wine and citrus core would come through when the tonic is added. We are proud of the result – a modern vermouth with a distinctive bittersweet orange flavour that comes to life when paired with tonic. Martini Fiero is the ideal drink for the modern aperitivo.”

Martini Fiero (RRP £12) is available at ASDA and Ocado from 28th March, and will be rolled out across Sainsbury’s, the Co-op, Morrisons and Amazon from early April onwards.

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