Cinzano gets a makeover

15 April, 2010

Cinzano is hoping to revive the unfashionable vermouth category with a packaging revamp.

The changes by brand owner Gruppo Campari include the introduction of “simpler, more sophisticated graphics” on the label, as well as a curvier bottle shape.

The redesigned labels also aim to emphasise the heritage and quality of Cinzano through the inclusion of the year it was created and an embossed watermark showing the medals it has won.

Marketing manager Tina Martin said: “The trend to classic cocktails, in which vermouth is a key ingredient, has revived the fortunes of the sector recently.”




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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