News Briefs for February 25, 2025
February 25, 2025•Bacardi has refreshed its Martini line of vermouths and aperitivos, debuting new packaging alongside a new marketing campaign.The revamped bottle, according to the company, is inspired by the arches of Turin, Italy, and is lighter and slimmer than the previous one, increasing shipping efficiency and decreasing environmental impact. The new campaign, titled “Martini Dare to Be” will run on social media and in advertising channels through the rest of the year. The updated packaging will roll out across the U.S. in March.
•Compass Box CEO Maurice Doyle is stepping down at the end of the month after a three-year tenure. The industry veteran, who has also held senior roles with Bacardi and William Grant & Sons, joined Compass Box in 2022, concurrent with the company’s acquisition by London-based firm Caelum Capital. SND caught up with Doyle for an update on the business last fall. Compass Box didn’t immediately name a replacement in the CEO role. A year ago, founder John Glaser also stepped back from active duties with Compass Box, while remaining a shareholder.
•Maison Ferrand has announced a packaging refresh for its namesake Cognac brand. The new look—coming to the brand’s core trio of 1840 Original Formula, Ambré, and Double Cask—is set to roll out beginning in March in the U.S. The new bottle features hammered glass and a wooden stopper, along with new label designs that highlight the brand’s history. Ferrand’s 1840 is bottled at 45% abv and carries a suggested price of $47, Ambré is bottled at 40% and retails for $50, and Double Cask comes in at 42.3% abv and retails for $100.
•Campari has expanded the partnership between Grand Marnier and rapper Future, releasing a new series of videos, the latest evolution of the brand’s “Remix Your Legacy, Make It Grand” campaign. The videos were created in collaboration with director Mahaneela, photographer Shaniqwa Jarvis, and creative director Miles DeSouza. The new series of videos will run on the brand’s website and in social channels. Grand Marnier had U.S. volume of 556,000 cases last year, according to Impact Databank.
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