“The decision to partner with Williams was a natural one for us as it
provides an unparalleled opportunity for the Martini brand to connect
with consumers through one of their lifestyle passions, Formula One
racing,” said Andy Gibson, Chief Marketing Officer of Bacardi and
President of Bacardi Global Brands, who oversees marketing
for Martini other premium brands in the Bacardi portfolio.
“Martini will give consumers a taste of life in the fast lane,
bringing a renewed sense of Italian style and glamour to the track and
beyond. Williams Martini Racing provides a powerful, integrated
marketing platform and delivers dynamic opportunities that will
strengthen the Martini brand.”
The iconic Martini Racing stripes will
adorn the new Williams Mercedes FW36 race car that will make its race
debut on March 16 in Melbourne, Australia, kicking off the 2014 F1
season. With drivers Felipe Massa and Valtteri Bottas steering the
on-track performance for Williams Martini Racing.
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