Martini is aiming to strengthen its position within sparkling wines by giving its iconic Asti a facelift and adding two new variants to its line-up.
Prosecco and Ros eacute; (RRPs pound;9.99 and pound;8.99 respectively) are joining Martini’s range to capitalise on a 17.7% growth in sales of Italian sparkling wine and a 53% in premium sparkling wines (Nielsen).
Mark Holdsworth, Martini’s marketing controller, said the two newcomers would score a hit with many drinkers who find Champagne too dry in taste.
Meanwhile, Asti (RRP pound;6.79) is getting a new curved bottle featuring a metallic front label and a matching silver neck foil.
“We recognise the opportunity for a strong brand with credible sparkling wine heritage to help grow the premium segment even further,” said Holdsworth.
“Martini Prosecco, Ros eacute; and Asti offer consumers unrivalled high-quality, and a great taste of our Italian style, coupled with 150 years of production know-how.”
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