Bacardi is celebrating the 160th anniversary of Martini with a series of promotional campaigns and the launch of its first aged and super-premium expression.
The celebrations highlight the vermouth and sparkling wine brand’s legacy and new innovations. A ‘160 years of Italian taste’ global campaign features the brand’s heritage and vision with imagery that illustrates the transformation into a new era.
Founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi, Martini has been among the drinks industry’s pioneering brands, earning acclaim for its Italian craftsmanship, quality and taste, the company noted.
The brand also played a lead role in popularising the aperitivo culture.
Bacardi is also celebrating the 30th year since it acquired the Martini & Rossi Group in 1993.
Bacardi’s extensive portfolio also includes frontline brands such as Bombay Sapphire gin, Grey Goose vodka, Patrón tequila, St-Germain liqueur and Bacardi rum.
Bacardi Limited CEO Mahesh Madhavan said: “For 160 years, Martini has been an icon of Italian culture while continuously evolving, innovating and inspiring each new generation. What’s stayed constant is a commitment to craftsmanship, quality and exceptional taste.
“As we celebrate this milestone for Martini, we continue to make Martini a modern, Italian lifestyle brand, that we can continue to be proud of while carrying its legacy for future generations.”
The ‘160 years of Italian taste’ campaign also highlights the brand’s latest innovation, the Martini Non-Alcoholic Aperitivo. This represents the brand’s response to the rising demand for mindful drinking, while remaining grounded in aperitivo culture, the company said.
The celebration also includes the release of Martini Maestro 36, the brand’s first aged and super-premium expression, which is matured for 36 months.
It is crafted by Martini Master Blender Beppe Musso and highlights 160 years of vermouth-making expertise. The new expression is limited to only 2,000 bottles which are available exclusively in bars and restaurants in Italy.
Stamp of approval
As part of the anniversary celebrations, Martini partnered with the Italian government for the release of a Martini postage stamp to pay tribute to what is described as a proudly made-in-Italy brand. The stamp is now available at post offices across the country.
In addition, Martini teamed up with Italgas Heritage Lab for a photograph digitisation project. This features a collection of 30,000 photographs taken at the Terrazza Martini since its opening in 1958. The images capture generations of celebrities and influencers at one of Milan’s most fashionable destinations.
Musso said: “This year, Martini is celebrating its 160th birthday but we are still young. Our knowledge and experience grow with each new generation and that is reflected in the quality and taste of every Martini drink and in our commitment to sustainable practices that will secure our future for the next 160 years. That’s what really excites me – our future legacy. This is only the beginning.” ✈
