Martini turns up the brand volume with Ferrari; goes global and glamorous

ITALY. Martini, part of the US$3.5 billion Bacardi Martini drinks group, celebrated its Formula One debut as an official Ferrari team sponsor with a victory at the Italian Grand Prix.

The Italian vermouth brand invited over 120 guests to enjoy hospitality at the Monza circuit on race day (10 September). Among the guests were top retailers from Spain, the brand’s number one domestic market, France (number two) and Russia (Runway Duty Free/ARI).

Bacardi Global Travel Retail Managing Director Maurice Doyle told The Moodie Report during the F1 racing action that the link-up between Martini and Ferrari was a “perfect fit”, as both brands combine Italian heritage and glamour.

Martini has been linked with sport, including Porsche car racing and rallying, for many years. The brand has also been endorsed by famous movie stars and celebrities since it was created some 140 years ago by Mr Martini (an adept salesman and marketer) and Mr Rossi (a herbologist). Hollywood star George Clooney starred in the now-iconic advertising campaign “No Martini, No Party” – a tagline that has since become world famous.

The glamour side of the brand comes from its partnership with Dolce & Gabbana, the Italian high fashion brand. A Martini bar is housed within the D&G flagship store in Milan.

Today, the Martini brand generates sales of over 4 million one-litre bottles in travel retail alone.

Here, The Moodie Report presents a Picture Gallery depicting the Martini heritage, lifestyle and Ferrari Formula One partnership.

THE MONDO MARTINI HERITAGE


Left: A Martini mixologist works his magic. Middle: Classic aperitifs include Lady Laura (particularly popular among women), Americano and the world-famous Martini cocktail. Right: Some of the botanicals and dried herbs used in the production of the 100% natural Martini vermouth. These pictures were taken in Martini & Rossi’s headquarters in Pessione, near Turin, Italy

THE MARTINI TERRAZZA EXPERIENCE


The Martini Terrazza in central Milan offers breathtaking views of Milan Cathedral. Right: Martini drinkers relax in the Terrazza’s super-stylish lounge incorporating glamorous film star imagery. The Terrazza is a popular venue for corporate events

THE MARTINI LIFESTYLE


Left: A Steinway piano in the Martini Terrazza. Pictured far left wearing a dark jacket is Maurice Doyle, Managing Director of Bacardi Global Travel Retail. Middle: Doyle talks to a guest. Right: Runway Duty Free Retail Manager Alan Magan is about to enjoy his cute cupcakes. He’s wearing an Omega watch model signed by Ferrari World Champion Michael Schumacher

THE MARTINI AND FERRARI PARTNERSHIP IN ACTION


Left and middle: Martini’s guests at the Italian Grand Prix arrive by helicopter. Ferrari fans sporting red outfits wait for take-off. Right: The Tifosi (“Fans” in Italian) flock to the Monza racing circuit to support the Ferrari F1 team


Left: The legendary Formula One Paddock Club houses the F1 sponsors’ corporate hospitality suites. Middle: Even the staff are glamorous. Right: Martini’s host during the race was British TV personality and F1 commentator Tony Jardine


Left: As an official Ferrari sponsor, the Martini hospitality suite features a bar area and plasma TV screens. Middle: An Italian waiter serves Martini aperitifs. Right: Fans declare their admiration for Ferrari driver Michael Schumacher with a big red banner


Left: Tony Jardine commentates on the race. Middle: The Ferrari team wheel the car to its position on the starting grid. Right: After the race, fans of all nationalities (note the Finnish flag) swarm onto the track to see Michael Schumacher receive his prize


Left: Vincent Huinck, Marketing Manager of Martini, Bacardi Global Brands, announces the winners of the Martini competition to predict the race winners. Middle: The Martini/Ferrari prizes on offer. Right: To coincide with the Italian Grand Prix, a real Ferrari car was installed at Milan Malpensa Airport for passengers to admire. A Martini multi-buy promotion was held in Dufry’s duty free shop and the brand’s latest advertising campaign was on display