Martini

  • Martini
Martini
Company:
Bacardi Group
Country:
Italy
Opening:
1863

Martini is undoubtedly one of the most recognised brands in the world, and one that has managed to perfectly combine the feeling of luxury and glamour with the simplicity of a drink that is the perfect companion for any occasion.

Currently, Martini has a wide and varied portfolio of drinks that respond perfectly to the tastes and preferences of the large number of consumers it has worldwide, but of this great variety, the different types of vermouth that have conquered our hearts and have even starred in famous films and series such as James Bond and Sex and the City undoubtedly stand out.

 

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Vermouth is wine macerated with herbs and botanicals. Extracts of herbs, roots, flowers, flowers, spices and fruits are mixed with the wine and left to steep. Artemisia or wormwood is the main botanical of any good vermouth and can be accompanied by other essences such as cloves, pansy, cinnamon, citrus fruits...


This drink is a balanced mix of sweet and bitter, the result of its taste may vary slightly depending on the composition of the recipe due to the botanicals that are mixed in it. Despite its medicinal origins, we still drink it as an aperitif or mixed in cocktails.


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In the market we can find different varieties or flavours of vermouth, the most outstanding ones are:


  • Red vermouth: sweet with Italian origins.

  • White: sweet with citrus and vanilla notes.

  • Dry: bitter, with a higher alcohol content and of French origin. Very popular in cocktails

  • Rosé: softer and sweeter than other vermouths with floral and fruity notes.

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History


Martini is the iconic vermouth brand par excellence. The brand was born in 1863 when Alessandro Martini (entrepreneur) and Luigi Rossi (master herbalist) took over the National Wine & Spirits Distillery in a small village near Turin.


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The art of blending at MARTINI is a skill entrusted to a select few, passed down from master to master through eight generations.


It is up to Giuseppe 'Beppe' Musso, Master Blender, and Ivano Tonutti, Master Herbalist, to carry on the legacy of the original Maestro, Luigi Rossi. Part of the MARTINI family since 1994, Beppe selects the wines and guides the delicate blending process for each variety, along with Ivano, who tastes over 500 botanicals in a year to ensure that only the highest quality ingredients are used in the making of MARTINI. Only Beppe and Ivano know the secret recipes, which are jealously guarded under lock and key.


Martini, blends fresh white wines, including Trebbiano from Emilia Romagna and Cataratto from Sicily, together with carefully formulated combinations of aromatic fruits, barks, exotic spices and herbs, such as Artemisia - harvested from the nearby fields of Pancalieri - to create MARTINI's coveted vermouths.


The location selected to produce MARTINI was no fortunate accident. The small village of Pessione was carefully chosen for its proximity to the winemakers of Piedmont, the botanical-rich hills of the Alps, the vermouth trade of Turin and the port of Genoa.


 


Featured Products


Martini is the brand with the most varieties on the market:


  • Martini Rosso: sweet vermouth with an intense character resulting from a blend of carefully chosen wines together with an elaborate selection of Italian botanicals, among which we find sage, savory and díctamo, as well as bittersweet exotic woods.

  • Martini Bianco: a blend of botanicals, flowers (including Vanilla) and white wines such as Trebbiano, make the taste of MARTINI Bianco bright and complex.

  • Martini Rosato: combines botanicals such as Madagascar cloves and Sri Lankan cinnamon with a hint of citrus.

  • Martini Dry: Exotic woods, botanicals, citrus and raspberry extracts are the backbone of this vermouth that also reveals at its heart the acidity of aromatic Florentine Orris - iris roots cultivated for three years before sun-drying.

  • Martini Fiero: a citrus and orange aperitif blended with fresh white wine - the perfect new aperitif for the evening. Its natural, fiery colour and citrusy, fruity flavour are the result of a careful production process.

  • Vibrant non-alcoholic Martini: For when you prefer to moderate the amount of alcohol, without compromising on quality and flavourful moments. Citrus notes.

  • Martini Riserva Speciale Ambrato: floral with a touch of honey. Amber in colour and a secret blend of exotic botanicals combined with delicate white Moscato wines, it represents a new generation of artisanal vermouth.

  • Martini Riserva Rubino: rich and complex secret blend combines carefully selected wines with exotic botanicals such as red sandalwood and three varieties of artemisia. Our contemporary expression of an authentic artisanal vermouth.

  • Martini Bitter: characterised by three very special botanicals: saffron, angostura and calumba. Combined together, they offer a unique taste that perfectly complements the botanicals in our Vermouth di Torino.

  • Martini Spritz Rosso and Martini Spritz Bianco: cocktails made from equal parts Martini Bianco or Rosso and Martini Prosecco, with an alcohol content of only 8 proof and combining its fruity and spicy aromas with the bubbles of the Prosecco.

  • Martini Prosecco: Exquisitely dry, aromatic and with hints of apple, this sparkling wine is fresh and fruity, offering smoothness and a long finish.

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Recommended cocktails:


On the rocks: serve the Martini in a very cold balloon glass, with lots of ice and a slice of orange for the Martini Rosso or Rubino and a slice of lime for the Martini Bianco or Ambrato.


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Martini Fiero & tonic: Serve in a balloon glass with lots of ice. Add 50% Martini Fiero and 50% tonic. Garnish with a slice of orange.


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Non-alcoholic Martini & tonic: Serve in a balloon glass with plenty of ice. Add 50% Martini Non-Alcoholic and 50% tonic. Garnish with a slice of orange.


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Negroni: Serve in a tumbler glass with plenty of ice. Add 2.5cl Martini Riserva Rubino or Ambrato, 2.5cl Martini Bitter and 2.5cl Bombay Sapphire. Garnish with a slice of orange or lime.


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Martini Spritz: Serve in a very cold balloon glass, with plenty of ice.


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Pairing


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Vermouth goes particularly well with tapas such as potato chips, olives, tinned fish (mussels, cockles, razor clams, clams...) without forgetting other common snacks at aperitif time such as squid, croquettes, Russian salad, etc.


 


Awards


Martini has obtained different prizes due to its great quality during the XIX century, like the one achieved in Philadelphia in 1876, the one of Alessandria in 1870, those of Paris in 1867 and 1878, Dublin in 1865 and Antwerp in 1885 and others that we name next:


  • Product of the Year 2020: Martini Fiero.

  • Product of the Year at FIBAR 2018: Martini Riserva Speciale Bitter.

  


Special Editions


Negroni" Martini


Martini launches this pack to celebrate the 100th anniversary of Negroni, which includes Martini Riserva Speciale Rubino, Martini Riserva Speciale Bitter and Bombay Saphire gin.


Martini Special Edition Bianco, Rosso and Rossato


On the occasion of its 150th anniversary, three of its varieties are being released on the market with very special labels that pay tribute to the one that the Martini Rosso wore between 1867 and 1997.


Martini Special Edition "Gran Lusso"


Edition launched on the occasion of his 150th birthday.


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Logo and campaigns


Martini's logo was designed by Livio Cibrario, in principle Livio presented three designs but only one was chosen by the owners to represent their brand. It is said that the design was inspired by the sunset behind a Martini poster.


Campaigns:


  • Martini 2019 "All you need is love and time" campaign: In this campaign Martini wants to recommend us to spend more time with our friends leaving social networks in the background.

  • Martini 2014 "Begin Desire" campaign: With this campaign they want to transmit the essential values of the brand: true tradition, genuine sophistication, and the romantic idea of living with passion and authenticity.

 


Interesting facts


At the entrance of Casa Martini, located in Pessione and a place that has over 150 years of tradition, you can read these words "Where there is a will, there is a way"


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