Family-owned spirits business Bacardi is celebrating 160 years of MARTINI®, the leading vermouth and sparkling wine brand. The celebration will include a series of special events and new product launches to celebrate this classic Italian style and cultural icon.
Since 1863, with its Italian craftsmanship, Italian quality and Italian taste, MARTINI has occupied a leading position in the beverage industry and cocktail culture, and is an integral part of Italian aperitifs.
This year is also the 30th year since MARTINI joined the Bacardi family of high-quality wines and spirits. As a family business, Bacardi has also passed the 160th anniversary milestone not long ago. With Bacardi's acquisition of the Martini & Rossi Group in 1993, MARTINI was included in Bacardi's growing collection of well-known brands, which today includes BOMBAY SAPPHIRE® Gin, GRAY GOOSE® Vodka, PATRÓN® Tequila, ST-GERMAIN ® liqueur and, of course, BACARDĺ® rum.
"For 160 years, MARTINI has always been a symbol of Italian culture, always making progress, innovating and inspiring every generation, and what remains constant is the insistence on craftsmanship, quality and great taste." Mahesh Madhavan, CEO of Bacardi Limited said , "While celebrating MARTINI reaching this milestone, we will continue to shape MARTINI as a brand that represents modern life and Italian style, so that we can continue to be proud and continue this heritage for the future."
The 160th anniversary of MARTINI will include many exciting and special events:
The new MARTINI global promotion campaign - "160 Years of Italian Flavor" is inspired by the Italian style and culture condensed by MARTINI, integrating the brand's long tradition and vision for the future, and depicting the new era of MARTINI in the form of pictures. The new ideas reflect the changing drinking habits of consumers, with the brand's latest innovation MARTINI non-alcoholic aperitif as the main product, showing how MARTINI can meet the growing demand for prudent drinking while being rooted in the aperitif culture.
The first aged MARTINI vermouth - MARTINI Maestro 36, demonstrates the brand's pursuit of continuous innovation and creation of new experiences for generations to come. After 36 months of aging, MARTINI Maestro 36 creates a more outstanding super-class taste on the basis of classic vermouth. Maestro 36 was created by MARTINI master bartender Beppe Musso, which embodies 160 years of vermouth brewing skills. It is limited to 2,000 bottles and is only sold in bars and restaurants in Italy to thank the Italian restaurant and hotel industry for its 160 years of support to MARTINI.
DAZI Milano MARTINI pop-up bar - the pop-up MARTINI bar in Milan, Italy's fashion capital, cordially invites the public to join the celebration and enjoy a lifetime MARTINI aperitif in an unforgettable setting, open until 7 April 4th.
MARTINI Stamps - The MARTINI stamps issued by the Italian government to commemorate the 160th anniversary of the founding of MARTINI and the 160th anniversary of the birth of a proud "Made in Italy" iconic brand, will be on sale at post offices across Italy from July.
Terrazza MARTINI Celebrity Digitization Archive – Since Terrazza MARTINI opened in 1958, 30,000 photos taken here will be archived for posterity in the first corporate digitization project supported by Italgas Heritage Lab. These photos capture generations of celebrities and dignitaries at this Milanese fashion mecca.
Founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi, MARTINI has had an impact far beyond the beverage category, leaving its mark on everything from culture to sport. Hollywood stars and artists have teamed up with MARTINI to create legendary advertising specials; Terrazza MARTINI parties have created generations of fashion leaders; today, the classic MARTINI racing stripes have become famous all over the world.
MARTINI is able to build on its glorious past and look forward to a future full of innovation.
For generations MARTINI cares about the environment, its supplies and its communities. Behind the brand's sustainability achievements is Bacardi and Bacardi's commitment to be the greenest spirits company in the world. As early as 1987, L'Osservatorio MARTINI (MARTINI Observation Station) was founded in northern Italy, aiming to become a foothold for the promotion of sustainable farming methods. And last year, 100% of MARTINI's wineries across its entire portfolio were certified sustainable after using solar energy to power the distillation of botanical ingredients.
Contributing to these sustainability milestones are new Alessandro Garneri, Master Botanical, and Beppe Musso, Master Mixologist at MARTINI. Beppe is the eighth of only eight master mixologists in MARTINI's 160-year history. Played an irreplaceable role in the development of a full range of non-alcoholic aperitifs.
"This year, MARTINI celebrates its 160th birthday, but we are still young," said Beppe Musso. "Our knowledge and experience grow with each generation, which is reflected in the quality and quality of each MARTINI drink. Flavor, and it’s reflected in our commitment to sustainability, which is our guarantee for the next 160 years. That’s what excites me – our future, right now, is just the beginning,”
About MARTINI
As a global hallmark brand, MARTINI® is the leader of the Italian winemaking industry and the manufacturer of the highest quality vermouth and sparkling wine. The award-winning, vibrant MARTINI line has a bittersweet taste and is secretly crafted from over 40 botanicals sourced from premium sources around the world. MARTINI was first launched in Turin, Italy in 1863, and today its products include: MARTINI Fiero, MARTINI Riserva Speciale Rubino, Ambrato & Bitter, MARTINI Bianco, Rosato, Rosso & Extra Dry, MARTINI Non-Alcoholic Vibrante & Floreale, MARTINI Asti, Prosecco & Rosé Extra Dry.
MARTINI and the ball and stripe logo are trademarks. MARTINI is part of the product portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited means the Bacardi group of companies, which includes Bacardi International Limited.
About Bacardi Limited
Bacardi Limited is the world's premier privately held multinational spirits company, producing, selling and distributing internationally recognized spirits and wines. The Bacardi Limited brand portfolio consists of more than 200 brands and labels, including BACARDÍ® rum, PATRÓN® tequila, GRAY GOOSE® vodka, DEWAR'S® blended Scotch whiskey, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wine , CAZADORES® 100% Blue Tequila, and other leading and emerging brands including WILLIAM LAWSON'S® Scotch Whiskey, D'USSÉ® Cognac, ANGEL'S ENVY® American Straight Whiskey and ST-GERMAIN® Elderflower Liqueur. The family business Bacardi Limited was established in Santiago, Cuba 161 years ago. It currently has about 9,000 employees, production facilities in 11 countries and regions, and products sold in more than 160 markets. Bacardi Limited refers to the Bacardi group of companies, which includes Bacardi International Limited.
"160 Years of Italian Flavor" is inspired by the Italian style and culture condensed by MARTINI, combining the brand's long tradition and vision for the future, and depicting the new era of MARTINI in the form of pictures. (Photo: Business Wire)