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Martini looks to its roots for premium vermouth launch

Published:  12 June, 2015

Martini is trying to take the famous vermouth upmarket with the launch of two products under the Riserva Speciale name.

Martini Riserva Speciale Rubino is made from Langhe DOC Nebbiolo wine blended with extracts of Italian holy thistle and African red sandalwood.

Its sister product, Martin Riserva Speciale Ambrato, uses Moscato d'Asti DOCG wine and yellow cinchona bark from Ecuador and Chinese rhubarb.

The products are designed to express the orginal style of vermouth di Torino made in Martini's home Piemonte region in the 19th century.

Global brand ambassador Giuseppe Gallo said: "Rubino and Ambrato encapsulate the forward thinking and passion of Martini, while restoring and respecting the deep understanding and traditional craftsmanship essential to creating a true vermouth di Torino."

The packaging features the royal arms of the house of Savoy which granted the region's original producers protective rights over the term "vermouth di Torino" to see off imitators from elsewhere.

Master blender Beppe Musso (pictured) said: "With Martini Riserva Speciale we have reclaimed the time-honoured methods and processes used to create a Vermouth di Torino that have been passed down from generation to generation in the Piemonte region."

The products will roll out into international markets this year.

A 75cl bottle currently has a European rrp of €13-15.

The vermouths are bottled at 18.5% abv against 15% for regular Martini vermouths.