Home Industry News Releases Iconic Vermouth Brand Martini Celebrates Its Anniversary with ‘160 Year of Italian...

Iconic Vermouth Brand Martini Celebrates Its Anniversary with ‘160 Year of Italian Taste’


MARTINI launches a global campaign to commemorate 160th years of Italian heritage and style.

HAMILTON, BERMUDA, 10th May 2023: MARTINI has announced the launch of its new campaign ‘160 Years of Italian Taste’ to celebrate the brand’s anniversary. The creative will ‘open the gates to the world of MARTINI’ to consumers around the globe, drawing inspiration from its legacy as a symbol of Italian style and culture.  

Renowned for its iconic Italian heritage, MARTINI, founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi, has left its mark on everything from culture to sport. From its iconic advertising campaigns featuring Hollywood stars and the ‘who’s who’ of the red carpet, to the iconic MARTINI racing ‘stripes’ still seen around the world today. 

‘160 years of Italian Taste’ brings together the brand’s heritage and its vision for the future, inspired by the motto Volere é Potere (“to want is to be able to”) written on the gates of MARTINI’s home, Casa MARTINI in Pessione, Turin. The new visuals invites viewers to step inside the world of MARTINI, a realm of infinite possibility with imagery that illustrates how the brand is moving into a new era. MARTINI’s new creative reflects consumers’ changing drinking habits – the brand’s hero product, MARTINI Fiero, a lower ABV vermouth expression, is front and centre in the visuals and represents how MARTINI is meeting the demand for the rise in mindful drinking, while remaining grounded in aperitivo culture.

MARTINI will be activating 160 Years of Italian Taste across advertising, PR and social media reaching a new generation of aperitivo drinkers. The above-the-line campaign was created by AMV BBDO and rolls out across Europe from 10th May 2023.

Victoria Morris, Vice President, MARTINI said, ‘This is the year of MARTINI, and we’re taking our celebration across the globe with a bold, culture-led creative, ‘160 Years of Italian Taste’. MARTINI has always been at the forefront of Italian style and in 2023, we’re opening the gates to the world of MARTINI across multiple creative spheres that consumers can discover both digitally and experientially. We want to remind everyone of the iconic Italian heritage of MARTINI and get them excited for what’s to come in the future.’

For more information on the campaign, and the celebration visit https://www.martini.com/ or @martini on all social media platforms.


One of the most iconic brands in the world, MARTINI® is the leading name in Italian winemaking and a purveyor of the highest quality vermouths 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. First created in 1863 in Turin, Italy, the MARTINI portfolio today includes: 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. For more information, please visit www.martini.com.

MARTINI and the ball & bar logo are trademarks. MARTINI is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

About Bacardi Limited

Bacardi Limited, the largest privately held international spirits company in the world, produces and markets internationally recognized spirits and wines. The Bacardi Limited brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, GREY GOOSE® vodka, PATRÓN® tequila, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S® Scotch whisky, ST-GERMAIN® elderflower liqueur, and ERISTOFF® vodka. Founded more than 162 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs approximately 9,000 people, operates production facilities in 10 countries, and sells its brands in more than 160 markets. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit http://www.bacardilimited.com or follow us on LinkedInInstagram or Twitter.



Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.