Premium non-alcoholic beverage brand debuts in the Middle East with Martini 0.0

Premium non-alcoholic beverage brand debuts in the Middle East with Martini 0.0

Founded in 1863, Martini is an Italian brand known globally for its timeless legacy of excellent craftsmanship and expertise in vermouth. Pioneers in the art of blending, with the highest quality ingredients and botanicals, the Martini beverage masters brought their breadth of knowledge to offer high-quality non-alcoholic beverage options, introducing the region to Martini 0.0. Designed to challenge the perceptions of non-alcoholic beverages, Martini 0.0 offers a wide range of choices and tastes without compromise.

Demand for greater product and flavor choices in the non-alcoholic sector, particularly by younger consumers, prompted the launch of Martini 0.0, which caters to those seeking an elevated drink experience. This point was emphasized by Thabang Mkatini, category director Martini for Asia, Middle East and Africa, who says: “Based on studies by IWSR, we notice a positive global performance trend on no-alcohol market share, with these non-alcoholic beverages perceived as more modern and innovative. The main barriers in the category have been lack of choice, quality, availability, and access that limits in share growth. In the region, we have seen a rise in the premium non-alcoholic category, with more discerning consumers demanding beverages that meet their high standards and diverse flavor profiles. Martini 0.0 is the embodiment of luxury, style and an aperitivo lifestyle.”

Using the finest grapes from northern Italy, combined with well-honed skills and decades of expertise, Martini 0.0 is an all-natural, alcohol-free sparkling beverage. Two products are available:

Martini Dolce 0.0 – light, sweet, and fruity with hints of apple and pear

Martini Rosé 0.0 – fresh and fruity, with delicious notes of rose, raspberry and wild strawberry 

Martini 0.0 is available on Amazon and Drink Dry Stores in the region.

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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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