MARTINI - Rosso Bottle Evolution

This image shows the most significant stages in the evolution of the Martini Rosso bottle and label, from 1863 to 2023.
The evolution of the Martini label clearly illustrates the main stages of the Martini & Rossi history through its iconography. The sense of continuity leading up to the present day can be felt in the lavish allegorical representations of the nineteenth century complete with coats of arm and medals and in the increasing importance assumed by the brand name which, from 1925, would stand out from the iconographic elements - a stylistic continuum to the present with the brand name dominating the label. Today the logo, a modern synthesis of history and product, personalizes and qualifies the whole image.
In 1863, the Martini, Sola and Compagnia - then Martini & Rossi - was founded in Turin (Italy) by Alessandro Martini, Teofilo Sola, and Luigi Rossi. In 1864 production was centralized at Pessione, where it is still active today. Thanks to the recipe created by Luigi Rossi, the Martini Rosso made the company famous all over the world. Asti Martini, ChinaMartini, Bitter, Martini Dry (1898), Martini Bianco (1910) soon followed. Branches and warehouses were opened in the five continents. The award from the International Exhibition of Dublin (1865) was just the beginning of a long series of recognitions for quality.
Famous artisits created for Martini exclusive posters and advertising campaigns. In more recent times, video advertising become legendary with international celebrities, and unforgettable claims like “No Martini no party”.
Since 1948, publicity and image reached new heights with the spread of the Terrazza Martini. In 1968, the creation of the Martini Racing Team was a real triumph for Martini & Rossi's sporting sponsorship, whose roots can be traced back to the 1920s with the first sponsorships on cycling.
In 1993 the Martini and Bacardi Groups merged, uniting two companies with remarkably similar traditions, culture and historical development.