MARTINI RACING celebrates 50 years by launching extensive cycling programme ‘MARTINI RACING Ciclismo,’ providing a platform and support for bartenders to train together. Invited bartenders also to take part in La Classica race weekend 15th-18th September in Italy, the spiritual home of MARTINI® and host to some of the world’s most iconic classic cycling races.
45 bartenders who set off from Milano Duomo on 24th September 2017 to cycle 200 km to Torino
Hamilton, Bermuda, 9th May 2018 – Marking its 50th Year in 2018, MARTINI RACING is honouring its rich heritage with the sport of cycling by bringing it to the industry colleagues who celebrate and serve MARTINI, the world’s leading vermouth. Bartenders are invited to join in the glorious heritage and tradition of MARTINI RACING through ‘MARTINI RACING Ciclismo,’ a bespoke programme to promote health and wellbeing in their industry through cycling.
Building on the hugely successful ‘Milano Torino’ cycling event held in September 2017, the brand is excited to announce this year a unique and comprehensive programme of cycling activations – from gym memberships and bespoke spinning classes, to organised rides and nutritional advice – available exclusively to bartenders under the banner ‘MARTINI RACING Ciclismo.’ Invited bartenders across select European markets will also undertake a summer of coordinated training towards September, when they will together ride La Classica in honour of the classic Italian cycling race between Milano and Torino.
“The 2017 Milano Torino cycle ride was an incredible success; we have had so much positive feedback from the 45 bartenders who took part that we just knew we had to build something much bigger that celebrates the degree to which cycling is part of the DNA of MARTINI,” says Roberta Mariani, MARTINI Global Ambassador. ‘We are incredibly excited to now announce ‘MARTINI RACING Ciclismo’ as a dynamic new component of MARTINI RACING; an entire platform that not only supports bartenders in embracing a healthy lifestyle by challenging them physically, but also brings them together to celebrate their community, build bonds and support one another. I can’t wait to begin training and get back out on the roads cycling – and am already counting down the days to La Classica in September!”
Forty five individuals from the European, US and Eastern European drinks industry will be invited to undertake a summer training programme in preparation for La Classica cycle ride. MARTINI will support this by providing equipment, clothing and expertise. Additionally, as part of the greater platform ‘MARTINI RACING Ciclismo,’ activities across European markets could include ‘spin’ classes exclusively for bartenders, scheduled bartender cycling rides, gym memberships, clothing and equipment as well as cycling APP technology to connect them with each other and the wider cycling fraternity.
“MARTINI RACING turns 50 this year, but the brand’s even longer glorious tradition with racing actually began when the brand sponsored its first cycle race, the ‘Gran Coppa Ciclistica,’ in 1925 and then the ‘Giro D’Italia’ in 1936,” says Giles Ritchie, Global F1 Sponsorship Manager for MARTINI RACING. “I’m delighted, therefore, that we are celebrating our 50thbirthday by launching ‘MARTINI RACING Ciclismo,’ which shines a spotlight once more on a sport so beloved by the brand. Having taken part in last year’s ride from Milano to Torino, I experienced the great physical challenge, passion and sense of camaraderie amongst the bartenders who took part. The sport of cycling is growing massively in our modern society and I expect ‘MARTINI RACING Ciclismo’ to likewise grow as a programme; we are very proud to be supporting health and wellbeing amongst the ambassadors of our industry.”
One of the most iconic brands in the world, MARTINI® is the leading name in Italian winemaking and a purveyor of the highest quality aromatized and sparkling wines. The award-winning, vibrant and bittersweet taste of the MARTINI range is the result of secret blends of more than 40 botanicals sourced from the finest locations across the globe. The MARTINI portfolio includes: MARTINI Bianco, MARTINI Rosato, MARTINI Rosso, MARTINI Extra Dry, MARTINI Asti, MARTINI Moscato d’Asti, MARTINI Prosecco, MARTINI Rosé and MARTINI Brut.
Created in 1863 in Turin, Italy, the MARTINI brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda, and continues to be the market leader of the category. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.