One of Europe's biggest wine and spirit brands, Martini vermouth, launches a pre-Christmas marketing drive to increase its market share this month. The company, which currently has a 65 per cent share of the vermouth market, will run a £1.5m national outdoor advertising campaign throughout December, designed to show the versatility of the brand. This will be supported by a direct marketing campaign targeting 130,000 brand-loyal drinkers.
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