Martini
An Italian vermouth and sparkling-wine brand associated with Martini aperitifs, Asti and international drinks culture.
Last updated October 13, 2026
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Overview
Martini is an Italian alcoholic-beverage brand whose identity is closely associated with vermouth and aperitivo culture. The brand originated in Pessione, a village near Turin, where Clemente Michel, Carlo Re, Carlo Agnelli, and Eligio Baudino established a vermouth bottling operation in 1847. Alessandro Martini later joined the enterprise and became a leading figure in its development. In 1863, the business was reorganized as Martini, Sola & Cia, the date subsequently used as the brand's principal founding milestone. Luigi Rossi, one of the partners, was associated with the development of the company's vermouth formula, while Martini helped guide the commercial expansion of the business. The company expanded beyond Piedmont comparatively early, exporting vermouth to overseas markets. Shipments reached New York in 1867, and the firm accumulated medals and awards at international exhibitions in cities including Dublin, Paris, Vienna, and Philadelphia. Within roughly three decades, Martini products were available in a broad group of markets spanning North and South America, Europe, and the Mediterranean. In 1879, the Sola family sold its interests, after which the business adopted the name Martini & Rossi, the corporate and trading name associated with the brand for much of its history. Martini's portfolio developed from sweet and dry vermouth into a wider range of aperitif and sparkling-wine products. Martini Rosso dates to the brand's nineteenth-century origins, while Extra Dry was introduced at the beginning of the twentieth century and Bianco followed in 1910. Later extensions included Rosato, D'Oro, Fiero, sparkling wines such as Asti, Prosecco and Brut, and premium or limited expressions under the Riserva Speciale and Gran Lusso names. The products are generally made from wine, botanicals, sugar, and alcohol, with recipes and production methods varying by expression. The brand has also played an important role in beverage culture and popular marketing. Martini may have contributed to the name of the gin-and-vermouth cocktail commonly called the martini, although the cocktail's etymology remains disputed. Its visual identity includes the Martini Ball & Bar emblem, registered in 1929, and its communications have historically connected the brand with glamour, hospitality, sporting events, and international social life. In 1970 and 1971, Martini and Rossi supported independent women's football world championships held in Rome and Mexico, events that were not organized by FIFA or the usual national football associations. The business underwent restructuring in 1977 through the creation of General Beverage Corporation. Martini & Rossi later merged with Bacardi in 1992, bringing the brand into the privately held Bacardi group. Martini remains an internationally distributed beverage brand centered on vermouth, aperitifs, and sparkling wine, with product variants adapted to different drinking occasions and markets.
History
The Martini brand developed from a vermouth bottling business founded in 1847 at Pessione, near Turin. Clemente Michel, Carlo Re, Carlo Agnelli, and Eligio Baudino established the original operation. Alessandro Martini joined several years later and became a central commercial figure. In 1863, the enterprise was reorganized as Martini, Sola & Cia, with Alessandro Martini, Teofilo Sola, and Luigi Rossi associated with the new structure. Rossi was linked to the development of the company's vermouth, while Martini helped build the business and its export network. International expansion was an early feature of the company. Martini shipped vermouth to New York in 1867 and received recognition at exhibitions in Dublin, Paris, Vienna, and Philadelphia during the nineteenth century. By approximately thirty years after the business began, its products were distributed in the United States, Brazil, Argentina, Greece, Portugal, Belgium, Egypt, and other markets. In 1879, the Sola family exited the business and the remaining partners adopted the name Martini & Rossi. Ownership and governance subsequently remained connected to the Rossi family for several generations. The business passed to Luigi Rossi's four sons in 1892 and to his grandsons in 1930. The Martini Ball & Bar logo was registered in 1929, giving the brand a distinctive visual mark that supported its international identity. A corporate restructuring in 1977 created General Beverage Corporation. In 1992, Martini & Rossi merged with Bacardi, and Martini became one of the best-known brands in the Bacardi portfolio. The product range expanded steadily beyond the original vermouth offer. Rosso represented the historic sweet vermouth style; Extra Dry was introduced on New Year's Day 1900; and Bianco arrived in 1910. Other developments included Bitter, Rosato, D'Oro, Fiero, sparkling wines, and premium reserve expressions. The brand also developed special editions and mixed-drink formats, including Martini Royale. Martini Gold by Dolce&Gabbana, introduced in 2010, represented a collaboration-oriented premium expression, while Gran Lusso marked the brand's 150th anniversary in 2013. Martini's cultural history is intertwined with aperitif rituals, cocktail preparation, advertising, and sporting sponsorship. The brand may have influenced the naming of the gin-and-vermouth cocktail known as the martini, though no single origin explanation is universally accepted. In 1970 and 1971, Martini and Rossi supported independent women's football world championships in Rome and Mexico. These tournaments operated outside FIFA and the established national football-association system. Today, Martini remains an active international brand focused on vermouth, aperitifs, sparkling wines, and premium extensions, operating under Bacardi ownership.
- 2018
Williams Martini Racing title sponsorship ends
[4]The five-year Williams title sponsorship period concludes.
- 2017
Riserva Speciale Bitter introduced
[1]The brand adds a bitter aperitif expression to its Riserva Speciale range.
- 2015
Riserva Speciale Ambrato and Rubino introduced
[1]Martini expands its premium reserve range with Ambrato and Rubino vermouths.
- 2014
Williams Martini Racing partnership begins
[4]Martini becomes title sponsor of the Williams Formula One team.
- 2013
Gran Lusso 150th-anniversary edition
[1]Martini marks its 150th anniversary with the limited Gran Lusso expression.
- 2010
Martini Gold by Dolce&Gabbana
[1]The brand introduces a premium collaboration expression created with Dolce&Gabbana.
- 1993
Martini & Rossi merges with Bacardi
[4]The company joins Bacardi, becoming part of the Bacardi group.
- 1992
Merger with Bacardi
[1]Martini & Rossi merges with Bacardi, beginning the brand's modern ownership relationship with the Bacardi group.
- 1977
Corporate restructuring
[1]A restructuring creates General Beverage Corporation.
- 1977
General Beverage Corporation is created
[4]Martini & Rossi is reorganized through the creation of General Beverage Corporation.
Products and positioning
Accessible premium Italian aperitif and cocktail brand combining vermouth expertise, sparkling wine and lifestyle-oriented international marketing.
Vermouth · 1863
Martini Rosso
Martini Rosso is the brand's historic red vermouth expression, associated with the company's nineteenth-century origins. It belongs to the sweet, botanically flavored style traditionally served as an aperitif or used in mixed drinks. Rosso is also a foundational reference point for the Martini portfolio, alongside Extra Dry and Bianco. Martini Rosso is the company's classic red vermouth and one of the products most closely associated with the Martini name. It represents the traditional sweet vermouth style, made from wine with added alcohol, sugar and botanical flavorings. It is used as an aperitif, commonly served chilled or over ice, and as a component in cocktails such as the Negroni and Manhattan.
Vermouth · 1900
Martini Extra Dry
Introduced on New Year's Day 1900, Extra Dry extends the brand into a drier vermouth style. It is designed for aperitif service and cocktail use, particularly drinks that call for a less sweet vermouth profile. Its launch established one of Martini's enduring core variants and broadened the brand's relevance beyond sweet red vermouth. Martini Extra Dry is the brand's dry vermouth expression, introduced at the start of the twentieth century. Its drier profile makes it suitable for aperitif service and for cocktails that require dry vermouth. It is particularly linked with the development of the modern Martini cocktail tradition, although the commercial brand and the cocktail are separate entities.
Vermouth · 1910
Martini Bianco
Martini Bianco, introduced in 1910, is a pale vermouth expression within the core Martini range. It represents the brand's expansion into lighter-colored and differently styled aperitif wines. Like the other vermouths, it is based on wine, botanicals, sugar, and alcohol, with the specific balance varying by product. Martini Bianco is a lighter-colored vermouth expression positioned for aperitif drinking and mixed serves. It extends the portfolio beyond the richer profile associated with Rosso and is commonly served chilled, with ice or as part of a long drink. The product supports the brand's broad appeal across casual aperitif occasions and cocktail use.
Vermouth · 1980
Martini Rosato
Rosato is a later vermouth variant introduced in 1980. Its name identifies a rosé-colored style, extending Martini's color and flavor range beyond the traditional red, white, and dry expressions. It is positioned for aperitif occasions and mixed drinks within the broader Martini family. Martini Rosato is a rosé-colored vermouth variant in the Martini portfolio. It broadens the range through a lighter visual presentation and a flavor profile intended for aperitif occasions and mixed drinks. It is part of the company's strategy of offering multiple vermouth styles under one internationally recognized brand.
Aperitif · 1998
Martini Fiero
Martini Fiero is an aperitif expression first associated with 1998 and renewed as a product in 2017. It represents the brand's movement toward contemporary aperitivo serves and mixed-drink occasions rather than only traditional vermouth consumption. Martini Fiero is a more contemporary vermouth expression in the Martini family. It is positioned for modern aperitif serves and mixed drinks, helping the brand connect its traditional vermouth expertise with newer, fruit-forward and long-drink consumption occasions.
Sparkling wine
Martini Asti
Martini Asti is the brand's sparkling-wine offering from the Asti tradition of Piedmont. It extends Martini beyond fortified and aromatized wines into celebratory sparkling wine, helping the brand address both aperitif and occasion-based consumption. Martini & Rossi Asti is a sparkling wine from Piedmont in northern Italy. It gives the brand a major presence in celebratory and sparkling-wine occasions beyond vermouth, and is sold in standard 75-centilitre packaging as well as a smaller blue 25-centilitre bottle format.
Sparkling wine
Martini Prosecco
Martini Prosecco is the brand's expression of Prosecco, adding a widely recognized Italian sparkling-wine style to its portfolio. It supports Martini's positioning across casual aperitivo occasions, celebrations, and sparkling-wine consumption. Martini Prosecco is the brand's sparkling wine made from grapes associated with Veneto. It extends Martini's Italian sparkling-wine portfolio and is sold in 75-centilitre bottles for aperitif, meal and celebration occasions.
Premium vermouth and aperitif · 2015
Martini Riserva Speciale
Riserva Speciale is Martini's premium reserve family. Ambrato and Rubino were introduced in 2015, followed by Riserva Speciale Bitter in 2017. The range gives the heritage brand a more elevated platform for vermouth and bitter aperitif products while retaining the Martini name and Italian provenance.
Premium vermouth · 2010
Martini Gold by Dolce&Gabbana
Martini Gold by Dolce&Gabbana is a premium collaboration expression launched in 2010. The product links Martini's beverage heritage with Italian fashion and design, using collaboration and presentation to reinforce the brand's luxury-oriented image.
Ready-to-serve aperitif · 2012
Martini Royale
Martini Royale, introduced in 2012, is associated with a prepared aperitivo serve rather than a single traditional vermouth style. It reflects the brand's effort to make Martini-based drinking occasions more accessible and convenient for contemporary consumers. Martini Royale is a ready-to-serve or serve-oriented aperitif offering associated with the Martini brand's focus on convenient mixed-drink occasions. It reflects the company's interest in translating vermouth and sparkling-wine expertise into a more accessible social drinking format.
Vermouth · 1998
Martini D'Oro
Martini D'Oro is a vermouth variant introduced in the late twentieth century. It forms part of the brand's effort to provide differentiated flavor and serving options beyond its established Rosso, Bianco and Extra Dry products.
Vermouth
Martini Gold
Martini Gold is a premium-oriented Martini vermouth expression associated with a more elevated presentation. It extends the brand into a luxury-leaning segment while retaining the core identity of an Italian aperitif brand.
Bitter aperitif
Martini Bitter
Martini Bitter is a bitter-style aperitif in the company's broader range. It provides a more bitter flavor direction for aperitif drinking and cocktail preparation, complementing the sweeter and drier vermouth products.
French vermouth
Noilly Prat
Noilly Prat is a French vermouth brand associated with the company's wider portfolio. Its inclusion gives the group a distinct French vermouth proposition alongside the Italian Martini range.
Marketing campaigns
- 2014Williams Martini Racing
Formula One international markets
Martini became title sponsor of the Williams Formula One team. The partnership placed the Martini name in the official team identity and brought the traditional racing colors to the team's cars and communications.
Outcome. The title sponsorship ran through 2018 and reinforced Martini's association with international motorsport.
- 2010Dolce&Gabbana premium collaboration
International
Martini partnered with Dolce&Gabbana on Martini Gold, connecting the drinks brand with Italian fashion and luxury design.
Outcome. A premium collaborative product was added to the Martini portfolio.
- 1971Mexico women's football championship sponsorship
Mexico
Martini and Rossi supported a second independent women's football world championship held in Mexico, continuing the brand's association with international women's football.
Outcome. The sponsorship extended Martini's sports-marketing activity into a second tournament.
- 1970Independent Women's Football World Championship sponsorship
Italy
Martini and Rossi supported an independent women's football world championship staged in Rome. The tournament was outside FIFA's organizational structure and the established national football associations.
Outcome. The event proceeded as a Martini-supported independent international women's football tournament.
- 1968Martini Racing
International motorsport markets
Martini began motor-racing sponsorship under the Martini Racing banner. The program made extensive use of a distinctive striped livery and connected the beverage brand with speed, engineering and international competition.
Outcome. Martini Racing became one of the brand's most recognizable long-term sponsorship platforms.
Brand decisions
2015
Expand the Riserva Speciale rangeProduct launchBackground
Martini sought to develop a more premium platform within its traditional vermouth category.
Action taken
The brand introduced Riserva Speciale Ambrato and Rubino.
Aftermath
The products established a reserve tier later extended with Riserva Speciale Bitter.
2013
Launch Gran Lusso anniversary editionProduct launchBackground
The brand reached the 150th anniversary of the 1863 Martini, Sola & Cia reorganization.
Action taken
Martini introduced Gran Lusso as a limited-edition anniversary product.
Aftermath
The edition reinforced Martini's heritage and premium positioning.
1993
Merge with BacardiM&ABackground
Martini & Rossi sought a corporate structure connected to a larger international alcoholic-beverage group.
Action taken
The company merged with Bacardi.
Aftermath
Martini & Rossi became part of Bacardi Limited's global portfolio while continuing to operate as a distinct brand.
1992
Merge with BacardiM&ABackground
Martini & Rossi sought a corporate structure within a larger international spirits group.
Action taken
Martini & Rossi merged with Bacardi.
Aftermath
Martini became part of Bacardi's global brand portfolio.
1977
Create General Beverage CorporationStrategyBackground
The company undertook a corporate restructuring during a period of international development.
Action taken
Martini & Rossi was reorganized through the creation of General Beverage Corporation.
Aftermath
The change preceded the later merger of Martini & Rossi with Bacardi. The restructuring provided a new corporate framework before the later combination with Bacardi.
1879
Rename the business Martini & RossiStrategyBackground
The Sola family sold its interests after the company's early expansion.
Action taken
The remaining partners adopted the Martini & Rossi name.
Aftermath
Martini & Rossi became the enduring corporate name associated with the brand for more than a century.
1879
Adopt the Martini & Rossi company identityStrategyBackground
The Sola family sold its interest in the enterprise after the earlier Martini, Sola & Cia period.
Action taken
The business continued under the Martini & Rossi name, centered on the Martini and Rossi family identities.
Aftermath
The name became the enduring corporate and commercial identity of the Italian vermouth business.
1863
Formalize the Martini-led company structureStrategyBackground
The original Pessione vermouth operation was reorganized as Martini, Sola & Cia as the business moved toward a distinct commercial identity and export growth.
Action taken
Alessandro Martini, Teofilo Sola, and Luigi Rossi became associated with the reorganized enterprise.
Aftermath
The reorganization became the foundation of the Martini brand's international development.
Recent events
Sources5 sources
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