From May onwards, Italian vermouth brand, Cocchi, is launching its first branded campaign: SIP, STIR, SPRITZ with Cocchi.

The trend of home bartending has seen a major uptick in the last few years, with an estimated 37% of consumers making more cocktails at home now than pre-pandemic[1] and 46% of consumers choosing to embrace a more home-centric lifestyle in comparison to the previous year[2]. Consumers are meticulously curating their bar carts and honing their skills to provide a stellar cocktail experience without leaving the house - whether entertaining guests or unwinding after work.

Cocchi is highly awarded and a favourite of bartenders due to its quality and depth of flavour; this campaign aims to demonstrate that Cocchi’s quality extends beyond the bar, connecting with consumers who are looking for inspiration whilst shopping for cocktail ingredients to use at home.

Designed to showcase the versatility of Cocchi, the campaign features three easy-to-create serves: neat for ‘Sip’, a negroni for ‘Stir’, and a ‘Spritz’ serve, all using the brand’s hero product, Cocchi Storico Vermouth di Torino.

The campaign logo follows the brand’s Italian Futurism look and feel, and a series of eye-catching images have been created to display the three serves, demonstrating a variety of garnishes and glassware to create a visually appealing suite of assets.

The campaign will be supported by a marketing and communication campaign starting this month. It will launch across digital and social media platforms of key retailers before appearing in stores this Spring. Cocchi’s ambassador will tour the UK and lead a series of educational masterclasses and events across the country, all featuring the three serves.

Francesca Bava, Marketing Manager at Cocchi, says: “We’re very excited to be presenting our first global campaign which aims to show the versatility of Cocchi vermouth to the home bartender. Often lauded as the unsung hero of mixology, vermouth has a key role in many cocktails such as the Negroni, Martini or Spritz. We hope we’ll encourage drinkers to be more adventurous and discover the many ways it can be enjoyed.”  

SIP, STIR, SPRITZ with Cocchi launches this May in the UK and will roll out globally in key markets in 2024.

[1] Source: Döhler Market Intelligence 2023

[2] Source: Vypr Food & Beverage Insights 2024