It's soooooo fine: Finlandia Vodka and the martini revival
The martini, once a symbol of old-school sophistication, is undergoing a spirited revival across generations. While mature drinkers are returning to the martini for its nostalgic appeal, Gen Z are drawn to its versatility, emboldening classic recipes with playful twists.
From gummy bear garnishes to pickled onion add-ons, Gen Z's creative takes and Insta-worthy presentations are steering the trend, in line with modern tastes and aesthetics.
Finlandia Vodka's new campaign, 'It's Soooooo Fine', taps right into this cultural shift. Launching across Europe this week, the campaign puts the spotlight on alternative drinking moments — no bar counters, no dress codes — just easygoing pleasure, whenever and however it comes. Whether it's adding sweetness or experimenting with umami flavours, the message is clear: it's all soooooo fine.
According to global search data, the martini is having a moment. As many as 4 of the top 10 most Googled drinks of 2024 were martini variations, including the Pornstar Martini in the number one spot, followed by the Dirty Martini, Lychee Martini and Lemondrop Martini in fifth, sixth and ninth place respectively.
'It's a drink you can have fun with,' says Finlandia's Master Mixologist Pekka Pellinen. 'It's simple but endlessly customisable — which is exactly what makes it resonate with this generation. You can tap into trends, like tiny martinis or savoury twists, and still make it your own.'
Global consumer insights for 2024 suggest that white spirits like vodka are making a broader comeback, their versatility and neutrality an ideal match for Gen Z's playful, individualistic approach to cocktail culture.
Mirroring Gen Z's broader preference for moderation and mindful drinking, the mini martini is gaining popularity. These elegantly downsized drinks (think 50ml, not 150ml) are popping up in cocktail bars from London to New York allowing for an elevated tasting experience, lighter than traditional servings.
And when it comes to elevated tastes, Finlandia has some pedigree. Unlike other well-known vodkas, Finlandia Vodka is uniquely made with pure glacial Finnish water and Suomi (Finnish barley) which is ripened over 72 days of unsetting summer sun. It is this combination that results in Finlandia's unique silky-smooth taste, without any heaviness or hint of oiliness. These intrinsic qualities of Finlandia Vodka make it the ultimate base for a martini.
On the question of the perfect martini, Pekka chooses vodka – over gin – every time, calling it the 'chef's spirit' due to its neutrality. '[Vodka] allows the freshness of ingredients to come through, especially when using fresh berries or herbs,' he says. 'You can play around with different ingredients and the beauty of the liquid will still shine through.'
Gone are the days of the simple olive or lemon twist. Modern martinis come topped with inventive garnishes that add both visual flair and unique flavours. Think dehydrated citrus wheels, edible flowers and even mini rubber ducks. These creative touches not only enhance the drinking experience but also make for shareable moments on social media, something that appeals most to Gen Z audiences.
Established in 1970, Finlandia Vodka is a leading European vodka brand trading more than 2.5 million 9-litre cases globally per year, concentrated in Central and Eastern European markets. It is available in classic and several flavoured versions.
With its new 'It's Soooooo Fine' campaign, the brand is embracing vodka's Gen Z appeal, celebrating the spirit's versatility and the joy of personalised, yet measured, drinking experiences.
The playful ads celebrate how Finlandia allows for easy-going moments of pleasure that bring out the unique character of the drink – the only vodka made silky-smooth by Finland's 'Midnight Sun'.
Finlandia's Pekka Pellinen, shares his insights on crafting the perfect vodka martini, while inviting us to enjoy this quintessential drink on our own terms:
Quality over quantity: 'With only two ingredients – vodka and vermouth – choosing a premium vodka like Finlandia is crucial. Our vodka is made from Finnish barley, resulting in a pure taste without heaviness.'
Ice, ice baby: Ensure all components, including the glass, are chilled. Just as the purity of Finland's water makes for a premium vodka, the quality of your ice also makes a difference. 'A softer water won't impact the flavour as much,' he advises.
Stirred, not shaken: Contrary to James Bond's favoured approach, Pekka is adamant: Always stir, never shake. 'Stirring adds to the silky texture and results in a less diluted drink,' he explains.
Throw out the rulebook: Beyond the two key ingredients, anything goes. Get creative with garnishes and experiment with umami flavours such as miso or pickle juice. As for olives; 'Why stop at one or three?' Pekka asks. 'Why not five? It's soooooo fine!'
Ingredients:
40ml Finlandia Vodka
1 dash of Dry Vermouth
Method:
Chill both the martini and mixing glasses.
Pour the vodka and vermouth into an ice-filled mixing glass and stir.
Strain into the chilled martini glass.
Garnish as desired – be it five olives, a twist, or something unconventional.
Discover a full menu of vodka cocktail recipes at Finlandia.com
Kippis! And remember, it's Soooooo Fine to drink responsibly.
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