The face of celebrations as we know it is changing. More and more people are adopting health-conscious lifestyles and consuming no or less alcohol.
The alcohol-free market is increasing as the growing culture of conscious gatherings and mindful drinkers, where people are choosing to socialise while enjoying good food and drink over clubbing and binge drinking, is becoming more popular. Aiming to be ahead of the trend and cater for consumers choosing to drink less, less often, or not at all, Bacardi Limited recently introduced a refreshing, alcohol-free sparkling drink in South Africa called Martini 0.0% Dolce. Part of the Martini sparkling wine portfolio, it keeps the flavour of a spumante, but with zero alcohol, giving it sparkling drink status.
Martini 0.0% Dolce is made to taste like Italian sparkling wine, but with zero alcohol content. With the low/no trend reaching new heights, it caters to those who are looking to moderate their alcohol consumption without compromising on taste, says Mahesh Madhavan, the global chief executive of Bacardi.
Begun in 1863 in Turin, Italy, Martini’s portfolio of products is more than drinks; it is art forms which have captivated people around the world for more than 150 years. Martini represents not only a style and way of life, but Italy itself.
The Martini brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies which includes Bacardi International Limited.
“We have a history of 157 years as a company and when I look at what we have done around the world over the years, we have a long-term perspective of looking at things to benefit consumers and customers,” said Madhavan.