Historically, all varieties of martinis are considered exclusively women’s drinks. The company decided to break this stereotype by launching its new product on the market – Martini Spirito vermouth, which is positioned as a purely male alcohol. I propose to consider this novelty in more detail.
Martini Spirito – This is a bittersweet vermouth with a strength of 33%, produced by the Italian distillery “Martini & Rossi Distilleria Nazionale di Spirito di Vino” according to a unique recipe. Experts classify the drink in the category of amaro (strong herbal liqueurs based on alcohol).
The manufacturer claims that Spirito has the most complex formula ever developed by the company’s winemakers. New technologies for obtaining plant extracts have allowed blenders to work with aromas that were previously inaccessible to them.
The composition of Martini Spirito includes the following ingredients:
- grape spirit of the highest quality;
- wormwood is a traditional component of all drinks from Martini & Rosi;
- white American oak wood – commonly used as raw material for barrels for wine and whiskey, in this recipe the wood gives the martini Spirito the unique aroma of long-aged drinks;
- tea “Lapsang Souchong” – adds woody and smoky notes to the taste, inherent in real Scottish island whiskey;
- pepper “Paradise grains” – adds the flavor of ginger;
- Cubeba pepper – an Indonesian plant that improves appetite and has a resinous aroma with hints of eucalyptus;
- orange peel from Tunisia – is the fruit base of the drink;
- scarlet;
- nutmeg;
- Italian raspberry.
The manufacturer paid special attention to the design of the new Spirito martini. The appearance of the emblem was made more masculine, and the bottle itself became heavier. The design was developed by the London-based firm Identica. According to the marketing concept, only the appearance of the bottle should make young rich men want to buy a drink.
The emblem is made of black foil, on which a metallic pattern is engraved. In many ways, the icon repeats the design elements of automotive brands. The designers do not hide the fact that when developing the emblem for Spirito, they were guided by the Lamborghini brand, which has become a trendsetter in the Italian automotive industry.
How to drink Martini Spirito
Spirito appeared quite recently, the traditions of its use have not yet developed. But this drink is much stronger than other types of martinis. If traditional vermouths contain 15-18% alcohol, then Spirito has 33 degrees. Obviously, it is right to drink it in small sips, trying to catch notes of a unique taste.
There is also no talk about appetizers yet, perhaps, over time, restaurant chefs will develop special dishes. While you can snack on Spirito with cheeses and fruits, but if you are going to drink no more than 150 ml of a new martini, a snack is not needed.
The supplier of the Spirito brand to the Russian market, Bacardi Rus, has entered into an agreement with more than 120 bars in the country, according to which the drink will be sold only to men in these drinking establishments. In this way, the manufacturer plans to change the tradition of dating in bars.
Now the man must take the first step by ordering alcohol for the young lady he likes. With the advent of Martini Spirito, a woman gets the opportunity to be the first to meet. To do this, it is enough for her to approach a man and ask him to order Spirito, since it is not sold to women. Here’s a reason to get to know each other.
How justified this strategy will be, it will become clear over time. But it is already clear that it violates the laws of Russia, according to which it is forbidden to sell alcohol only to minors. If, under the same conditions, Martini Spirito starts to be sold in Western Europe or the USA, then lawsuits will follow not only from consumer protection societies, but also from feminist organizations.
Sales of Martini Spirito started in Russia on April 13, 2013, the drink can be found not only in bars, but also in online stores, the estimated price is 1000 rubles per 0,7 liter bottle.
In other countries, its appearance is expected only in 2015. Obviously, the Martini & Rossi company has chosen Russia as a “testing ground” for testing its new offspring. Based on the results of its sale, we will form the concept of promotion on the world market.