Cinzano and Martini sales increased by 12%

Cinzano and Martini sales increased by 12% in 12 months, and this boom is apparently due to the popularity of spirits among young people and hipster cultures. As François Monti noted in an article, even in Spain the generation is partly responsible, after the 1970s and the 1980s.

According to Daily Mail UK, and according to an interview with Spiros Malandrakis, drinks analyst at Euromonitor – the world leader in independent strategic market research – young people also tend to photograph cocktails such as those served with vermouth, because their digital image will be seen rather well. Aperitifs do the trick because they are light on alcohol, but they look great on pictures.

Vermouth also imposes a comparability between the rise of gin, therefore, experts in the spirits industry and bartenders believe that vermouth could become the next gin.


Don’t drink and drive. Enjoy responsibly.

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