The Martini Non-Alcoholic Aperitivo is Refreshing
Michael Hemsworth — March 8, 2020 — Marketing
References: bacardilimited & foodbev
The nonalcoholic category is continuing to gain momentum as more consumers seek out alternatives that match their lifestyle, which is seeing news options like Martini Non-Alcoholic Aperitivo be introduced. The spirit from the Bacardi-owned brand is expertly crafted for consumers seeking out a refreshing beverage that has some of the characteristics of premium libations without the associated alcohol. The product comes in two flavor options including Vibrante and Floreale, which are positioned as having fruity and floral flavors, respectively.
Global Vice President of Martini Nick Stringer spoke on the Martini Non-Alcoholic Aperitivo saying, "In the past, deciding not to drink alcohol meant a fizzy water while everyone else enjoyed cocktails, or staying at home on a Friday while your friends go out and enjoy aperitivo time. But times are changing, and consumers don’t want to feel like they are missing out when they are being more mindful about their drinking. At the heart our iconic brand is the idea of Martini time – bringing friends together, in the real world, to enjoy Aperitivo at the start of an evening. This launch is all about providing choice for consumers, ensuring they can still enjoy Martini time, whether they are drinking alcohol or not.”
Global Vice President of Martini Nick Stringer spoke on the Martini Non-Alcoholic Aperitivo saying, "In the past, deciding not to drink alcohol meant a fizzy water while everyone else enjoyed cocktails, or staying at home on a Friday while your friends go out and enjoy aperitivo time. But times are changing, and consumers don’t want to feel like they are missing out when they are being more mindful about their drinking. At the heart our iconic brand is the idea of Martini time – bringing friends together, in the real world, to enjoy Aperitivo at the start of an evening. This launch is all about providing choice for consumers, ensuring they can still enjoy Martini time, whether they are drinking alcohol or not.”
Trend Themes
1. Nonalcoholic Spirits - The growing demand for alcohol alternatives is driving the development of nonalcoholic spirits like Martini Non-Alcoholic Aperitivo.
2. Premium Nonalcoholic Beverages - Consumers seeking nonalcoholic options with the characteristics of premium libations are creating opportunities for innovative beverage brands.
3. Fruity and Floral Flavors - The introduction of flavor options like Vibrante and Floreale highlights the popularity of fruity and floral flavors in the nonalcoholic spirits market.
Industry Implications
1. Beverage Industry - The rise in nonalcoholic spirits is disrupting the traditional beverage industry and creating new opportunities for product development and marketing.
2. Hospitality Industry - The demand for alcohol alternatives is transforming the hospitality industry, as consumers seek inclusive experiences and diverse beverage offerings.
3. Lifestyle and Wellness Industry - The nonalcoholic trend aligns with the growing consumer focus on health and wellness, offering opportunities for innovative brands in the lifestyle and wellness sector.
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