JKR conjures Spirito for the alcopop market

Bacardi Martini is this week launching a ‘sophisticated’ alcopop drink, with packaging designed by Jones Knowles Ritche.

Intended as a ‘more sophisticated version of Bacardi Breezer’, Martini Spirito is aimed at 25-45year-old women and the premium end of the spirits market.

JKR won the work without a pitch from its place on Bacardi Martini’s roster.

The drink is available in two flavours. One combines Martini Extra Dry Vermouth with vodka, wine, sparkling water and cranberry juice, and the second mixes Martini Rosso Vermouth with vodka, peach and sparkling water.

‘The thinking behind Martini Spirito is the idea of sophisticated refreshment,’ says JKR creative director Ian Ritchie.

The Spirito bottle features hand-drawn graphics on a transparent label, intended to lend the packaging a screen-printed appearance, Ritchie explains.

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