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Martini Fiero Modernizes Vermouth for a New Generation

 - Mar 28, 2019
References: martini & thespiritsbusiness
Italian vermouth brand Martini is going after a younger target demographic with the release of its all-new expression called Martini Fiero. The name of the product is Italian for "intense" or "bold" and is helping to introduce vermouth to a new generation of consumers.

Aside from boasting a bright color, Martini Fiero can be recognized for its zesty, bittersweet orange flavor, which is all-natural and created with a blend of white wines, botanicals and orange peel. The product was specifically created so that it could be paired with tonic water as an aperitif. To keep it simple, the brand recommends enjoying Martini Fiero with equal parts vermouth and tonic water.

With many young adult drinkers becoming interested in low-alcohol beverages, they are turning their attention to colorful, low-ABV options.