# Zesty Fortified Wines Martini Fiero Modernizes Vermouth for a New Generation By Laura McQuarrie | Published 2019-03-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/martini-fiero References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2019/03/martini-takes-on-aperol-with-new-fiero-vermouth/) & [martini](https://www.martini.com/) 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](https://www.trendhunter.com/trends/bittermilk-no8), 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](https://www.trendhunter.com/trends/paramour-aperitifs). 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](https://www.trendhunter.com/trends/berry-bros-rudd-barrelaged-aperitivo), they are turning their attention to colorful, low-ABV options. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 26% | Activity: 23% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Zesty Fortified Wines:** Creating fortified wines with bold and intense flavors, like Martini Fiero, appeals to a new generation of consumers. - **Colorful Low-abv Beverages:** The rising interest in low-alcohol options opens opportunities for vibrant and flavorful drinks, such as Martini Fiero. - **Vermouth for Young Adults:** Targeting younger demographics with innovative vermouth expressions like Martini Fiero introduces a whole new market segment to the fortified wine category. ### Industries Being Reshaped - **Alcoholic Beverages:** The introduction of zesty fortified wines like Martini Fiero creates disruption and attracts a younger consumer base. - **Flavored Spirits:** The popularity of Martini Fiero indicates a demand for bold and intense flavors in the spirits industry. - **Beverage Pairings:** The trend of pairing vermouth with tonic water, as suggested by Martini Fiero, highlights the potential for new beverage combinations and mixes. ## Related on Trend Hunter - [Modernized Vermouth Spirit Ranges](https://www.trendhunter.com/trends/martini-range.md) - [RTD Spanish-Style Spritzers](https://www.trendhunter.com/trends/vermtino.md) - [Ready-to-Pour Vermouth Spritzes](https://www.trendhunter.com/trends/vermouth-spritz.md) - [Vibrant Non-Alcoholic Aperitivos](https://www.trendhunter.com/trends/non-alcoholic-aperitivo-collection.md) - [Alcohol-Free Italian Refreshments](https://www.trendhunter.com/trends/nonalcoholic-products.md) - [Commemorative Extra-Dry Vermouths](https://www.trendhunter.com/trends/cocchi.md) - [Alcohol-Free Italian Aperitivo](https://www.trendhunter.com/trends/wilderton-botanical-spirit.md) - [Non-Alcoholic Botanical Spritzes](https://www.trendhunter.com/trends/sparkling-botanical-aperitivo.md) - [Zero-Alcohol Botanical Spirits](https://www.trendhunter.com/trends/bittersweet-aperitivo1.md)