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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