BACARDI TO PUT MARKETING POWER BEHIND NOILLY PRAT

Bacardi is set to launch a major marketing campaign behind Noilly Prat vermouth to raise international awareness about the little-known brand. Acquired from Martini & Rossi in 1992, Bacardi reportedly plans to add the vermouth to its stable of premium spirits, including Grey Goose and Bombay Sapphire.

Marketing spend was not disclosed. Noilly Prat’s largest market are in the U.K., North America and Japan.