D&G team up with Martini for drink debut

Updated: Jun 18, 2010, 10:27 AM IST

Milan: Italian designers Dolce & Gabbana have teamed up with Bacardi`s vermouth brand Martini to launch their first co-branded drink this month in a rare diversification move for the fashion duo.

Domenico Dolce and Stefano Gabbana have designed and tested the drink which will be unveiled during Milan`s upcoming menswear fashion week, the fashion house said on Thursday.

"As a result of a joint commitment, this new co-branding project strengthens a partnership started more than 10 years ago," Dolce & Gabbana said in a statement.

Unlike many fashion groups which branched out into jewelry, tableware or hotels to tap a wider client base amid the global financial downturn, the fashion duo has been cautious over diversification.

The drink marks the debut of Dolce & Gabbana in the wines and spirits sector and is their second co-branded product after launching a mobile phone with Motorola five years ago.

As part of their partnership with Martini, the designers have opened bars at their stores in Milan and Shanghai and launched a menswear line.

Privately-owned Bermuda-based Bacardi, which owns the Martini vermouth brand, will produce and sell the drink.

Dolce & Gabbana celebrate the 20th anniversary of their menswear line on June 19-20 in Milan.

Bureau Report

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