Cinzano isn't just the same old vermouth plus a name on cafe table umbrellas.
The Italian company is adding to its product lineup for the first time in 144 years with two new varieties of its wine-based drink, Spritzz Up, which are designed to be drunk with lemonade or tonic over ice.
"Fruity Wine" and "Cheeky Red," says the company's marketing manager, are aimed at women in the 18-30 age niche.
"We've looked at the market, done our research and believe there's a sizeable opportunity for a wine-based drink that you mix with lemonade or tonic in large wine glasses over ice," Karen Crowley said in a statement.
Spritzz Up is 14.5% alcohol by volume. The primary market will be the United Kingdom, but with an eye toward taking the drink to the U.S. in the near future.
Cinzano has been making vermouth since 1796 and is particularly known for its red, sweet version called Cinzano Rosso although it also has a white called Cinzano Bianco plus Cinzano Extra Dry, and rosé, lemon and orange versions.
The brand is owned by Campari Group.
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