MARTINI - Rosso

In 2016, new Martini packaging was launched, innovating the bottle shape and the label. Compared to the classic one, the iconic Martini Racing stripes are featured on the neck label. The country of origin “Italia” and the date of the foundation “1863” are embossed on the bottle. The allegory of Victory, inspired by the medal won at the International Exhibition in Dublin (1865), is on the top of the front label. The “Martini ball and bar” logo, a trademark registered in 1929, is in a central position. The shield with the bull is inspired by the coat of arms of the city of Torino, birthplace of Martini & Rossi.
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.