Martini celebrates 160th anniversary with new global campaign

Bacardi is celebrating the 160th anniversary of Martini, the leading vermouth and sparkling wine brand, with a series of events and launches that will build on its legacy as an icon of Italian style and culture.

A pioneering presence in the world of drinks and in cocktail culture since 1863, this year is also the 30th anniversary of Martini joining the Bacardi portfolio of premium wines and spirits. Bacardi, a family-owned company that recently marked its own 160th anniversary, acquired the Martini & Rossi Group in 1993.

“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,” said Mahesh Madhavan, Bacardi Limited chief executive. “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.”

As part of the 160th anniversary, there will be a new Martini global campaign,‘160 years of Italian taste’, which brings together the brand’s heritage and its vision for the future with imagery that illustrates how the brand is moving into a new era. The new creative reflects consumers’ changing drinking habits – the brand’s newest innovation, Martini Non-Alcoholic Aperitivo is front and center and represents how Martini is meeting the demand for the rise in mindful drinking, while remaining grounded in aperitivo culture.

The celebrations will also feature the first ever aged Martini vermouth, Martini Maestro 36. Martini Maestro 36 is aged for 36 months to create an exceptional, super-premium expression of the classic vermouth. Created by Martini Master Blender, Beppe Musso, Maestro 36 captures 160 years of vermouth-making expertise in a limited edition of only 2,000 bottles, available exclusively in bars and restaurants in Italy.

The Italian government is celebrating 160 years of Martini with the release of a Martini postage stamp, available at post offices across Italy starting in July.

One of the most iconic brands in the world, Martini is founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi.