Italian vermouth brand Cinzano will soon have redesigned packaging. Both labels and bottles have been given a revamp by owner Gruppo Campari.

With simpler labels, and a more rounded bottle shape, the company plans to revitalise the brand’s image with the updated pack. Marketing manager Tina Martin explained that ‘the new designs will enhance Cinzano’s shelf appeal and value perception’.

The brand’s origin in 1757 is referenced on the new packaging. It is made from Italian white or red wine, alcohol and sugar, which is then infused with herbs and spices.

Martin attributes the recent resurgence of the category on the whole to ‘the trend to classic cocktails, in which vermouth is a key ingredient’.

The new packaging will be rolled out between mid-April and June.

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