Bacardi celebrates 160 years of MARTINI

The emblematic symbol of Italian culture celebrates its 160th anniversary

06-Jul-2023 - Bermudas

160 years of Italian taste' draws inspiration from the legacy of MARTINI as a symbol of Italian style and culture. The campaign brings together the brand's heritage and its vision for the future with imagery that illustrates how the brand is moving into a new era.

Business Wire

Bacardi, the family-owned spirits company, celebrates the 160th anniversary of MARTINI®, the leading vermouth and sparkling wine brand, with a succession of events and launches based on its iconic heritage of Italian culture.

"For 160 years, MARTINI has been an icon of Italian culture, never ceasing to evolve, innovate and inspire each new generation. What remains unchanged is the commitment to craftsmanship, quality and exceptional taste."

Since 1863, MARTINI has been at the forefront of the beverage world and cocktail culture, thanks to Italian craftsmanship, Italian quality and Italian flavor. Aperitivo wouldn't be aperitivo without MARTINI.

This is also the 30th anniversary of MARTINI's integration into Bacardi's portfolio of premium wines and spirits. Since Bacardi, a family-owned business that recently celebrated its 160th anniversary, acquired the Martini & Rossi Group in 1993, MARTINI has become part of a growing portfolio of iconic brands that today includes BOMBAY SAPPHIRE® gin, GREY GOOSE® vodka, PATRÓN® tequila, ST-GERMAIN® liqueur and, of course, BACARDĺ® rum.

"For 160 years, MARTINI has been an icon of Italian-style culture, never ceasing to evolve, innovate and inspire each new generation. What remains unchanged is the commitment to craftsmanship, quality and exceptional taste," says Mahesh Madhavan, CEO of Bacardi Limited. "As we celebrate this milestone, MARTINI remains a modern brand of Italian living, continuing to fill us with pride while passing on its legacy to future generations."

MARTINI's 160th anniversary is being celebrated in a variety of exciting ways:

MARTINI's new global campaign: entitled "160 years of Italian flavor", the campaign is inspired by MARTINI's heritage as a symbol of Italian culture. The campaign combines the brand's heritage and vision of the future with images explaining how the brand is entering a new era. The new creation reflects consumers' changing drinking habits: the brand's latest innovation, alcohol-free MARTINI aperitivo, takes center stage and reflects how MARTINI is responding to a demand for thoughtful consumption, while remaining rooted in aperitivo culture;

MARTINI's first aged vermouth: MARTINI Maestro 36 bears witness to the brand's constant concern to innovate and create new experiences over the generations. MARTINI Maestro 36 is aged for 36 months to create an exceptional, super-premium version of the traditional vermouth. Created by MARTINI master-blender Beppe Musso, Maestro 36 brings together 160 years of vermouth know-how in a limited edition of 2,000 bottles. To celebrate the Italian hospitality industry's 160-year support of MARTINI, Maestro 36 is available exclusively in bars and restaurants across Italy;

MARTINI Pop-Up Bar at DAZI Milano: all residents of Milan, Italy's fashion capital, are invited to join in the celebration by visiting this MARTINI pop-up bar. Enjoy an unforgettable MARTINI aperitivo in an unforgettable location, open until July 4;

MARTINI postage stamp: the Italian government celebrates 160 years of MARTINI and 160 years of an iconic Made in Italy brand with the issue of a MARTINI postage stamp, available in Italian post offices from July ;

Terrazza MARTINI influencers digitized for future generations: a collection of 30,000 photographs taken at Terrazza MARTINI since it opened in 1958 is preserved for future generations as part of the company's first digitization project supported by the Italgas Heritage Lab. The collection includes generations of celebrities and influencers who have visited Milan's most fashionable spot.

Founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi, MARTINI has a heritage that extends far beyond the world of beverages. MARTINI has left its mark in every field, from culture to sport. Hollywood stars and artists have collaborated with MARTINI to create legendary advertising campaigns; the Terrazza MARTINI parties have influenced generations of fashion leaders; and the classic MARTINI Racing Stripes are famous the world over.

MARTINI can look back on an extraordinary heritage and forward to a future rich in new innovations.

For generations, MARTINI has respected the environment, its suppliers and their communities. The steps the brand has taken towards sustainable development are a reflection of Bacardi and its mission to be the world's most environmentally responsible spirits company. In 1987, the Osservatorio MARTINI (MARTINI Observatory) was created in northern Italy as a center dedicated to promoting sustainable farming methods. Last year, MARTINI's botanical products were distilled using solar energy, and 100% of the vineyards in the entire MARTINI portfolio were certified sustainable.

Alessandro Garneri, newly appointed Master of Botany, and Beppe Musso, MARTINI Master Blender, have contributed to the achievement of these sustainability milestones. The eighth Master Blender in MARTINI's 160-year history, Beppe was instrumental in the creation of the contemporary MARTINI Fiero vermouth, a 100% natural blend of citrus, bittersweet orange and crisp white wines, and MARTINI's deliciously complex alcohol-free Aperitivo range.

"This year, MARTINI celebrates its 160th anniversary, but we're still young," says Beppe Musso. "Our knowledge and experience grows richer generation after generation, which can be seen in the quality and flavor of every MARTINI drink, and in our commitment to sustainable practices that will secure our future for the next 160 years. That's what I'm really passionate about: building our future legacy. And that's just the beginning.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in French can be found here.

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