Bacardi is celebrating the 160th anniversary of its Martini brand with a new global campaign and the launch of Martini Maestro 36 – its first aged Martini vermouth.
This year is also the 30th anniversary of Martini joining the Bacardi portfolio.
“For 160 years, Martini has been an icon of Italian culture while continuously evolving, innovating and inspiring each new generation,” noted Bacardi Limited CEO Mahesh Madhavan.
“What’s stayed constant is a commitment to craftsmanship, quality and exceptional taste. 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.”
A new global Martini campaign
A new global campaign – ‘160 years of Italian taste’ – underlines Martini’s legacy as a symbol of Italian style and culture, while also portraying how the brand is moving into a new era.
The new creative reflects consumers’ changing drinking habits by showcasing Martini’s Non-Alcoholic Aperitivo. The objective is to demonstrate how Martini has responded to the rise in mindful drinking, while remaining grounded in aperitivo culture.
Martini’s 160th anniversary celebrations also include the launch of its first ever aged Martini vermouth. Martini Maestro 36 is aged for 36 months to create a super-premium expression of the brand’s classic vermouth.
Created by Martini blender Beppe Musso, Martini Maestro 36 aims to capture 160 years of vermouth-making expertise. Only 2,000 bottles of this limited-edition are available, all of which are earmarked exclusively for bars and restaurants in Italy.
“This year, Martini is celebrating its 160th birthday but we are still young,” noted Musso. “Our knowledge and experience grows with each new generation and that is reflected in the quality and taste of every Martini drink and in our commitment to sustainable practices that will secure our future for the next 160 years.”
He concluded: “That’s what really excites me – our future legacy. This is only the beginning.”
Other 160th anniversary initiatives include a Martini pop-up bar at Dazi Milano and a Martini postage stamp. Martini has also joined forces with Italgas Heritage Lab to digitise a collection of 30,000 photographs taken at the Terrazzo Martini since its opening in 1958.
The photographs capture generations of celebrities and influencers at one of Milan’s most fashionable destinations.