New vermouth on the block: Martini launches Fiero in UK

Kate Malczewski

Kate Malczewski

27 March 2019

The vermouth category is undoubtedly on the incline, and the UK has a new one to be excited about: Martini Fiero. Backed with a sum of £2m, the brand is the biggest new product from the Bacardi-owned company in recent years and is being marketed as a ‘modern vermouth’, aimed at a young-adult audience.

We at Imbibe have seen brighter colours and lower-abv offerings dominating the market for summer – and Martini Fiero is no exception. Crafted to be served as an aperitivo, it provides customers who want longer and more refreshing ways to enjoy vermouth an option.

Meaning ‘proud’, ‘intense’ and ‘bold’ in Italian, Fiero is a blend of white wines and botanicals such as Murcia orange peel (hand-peeled and dried under the sun), Artemisia absinthium and pontica. The result? A bittersweet orange flavour designed to pair well with tonic water.

‘Creating Martini Fiero was an exercise in balance,’ said Ivano Tonutti, Martini master herbalist. ‘From a botanical point of view, it was essential to harmonise the vibrant citrus notes of the Murcia orange peel with the bitterness and herbal aromatics of the Artemisia alongside the many other botanicals.’

The team at Martini suggest serving it in a Fiero & Tonic: 50% Fiero combined with 50% tonic, served over ice in a balloon glass and garnished with orange.

14.9% abv, £12/70cl, Martini

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