Heritage and history behind Martini's success
More than a 140 years after Martini was born, the Italian icon has become a staple over-the-bar drink, daytime aperitif and festive toast. Perhaps the most stylish and most beautiful drink ever, Martini continues to attract many admirers from all over...
More than a 140 years after Martini was born, the Italian icon has become a staple over-the-bar drink, daytime aperitif and festive toast. Perhaps the most stylish and most beautiful drink ever, Martini continues to attract many admirers from all over the world and is enjoyed by fashionable celebrities in the globe's finest bars.
A sales and marketing team from P. Cutajar & Co Ltd recently headed to the Martini estate in the heart of Piedmont to personally meet the people behind the scenes and to experience at first hand the famed Martini and Rossi operations. Clyde Attard, marketing manager at P. Cutajar said: "People at Martini have an innate passion for what they do. This started many years ago with the Rossi family and is still present today. Walking through the fields, exploring the Martini factory, tasting the wines and just being around gives a good vibe about the people working at Martini. It was an incredible experience which could hardly be put into words!"
It is said that it was the Roman ancestors who perfected the ancient art of blending wine with Mediterranean herbs. Over time, the northern Italian region of Piedmont became the centre of this craft. The Alps and its fertile soils were a rich source of herbs and the cool climate provided light, delicate wines. Later in the Middle Ages, Italian merchants brought rare and exotic botanicals to the port of Genoa, enabling the creation of more complex and distinct aromatic wines.
Turin, the capital of Piedmont blossomed in the 19th century with ornate and stylish cafés that signalled the birth of the aperitivo hour in Italy. The nation's celebrated vermouth makers even became protected by Royal Decree!
Martini was born of a partnership between two skilled men, Alessandro Martini and Luigi Rossi: Alessandro the spirited entrepreneur, Luigi the inspired master craftsmen. Together they shared a vision to produce a unique product that would represent the very best in Italian quality and style.
In the mid 1800s the two men first came together in Turin working for a company specialising in the production and sale of wines, vermouth and liqueurs. Throughout this time they sought to create a new formula for a smoother, more consistent style of aromatic wine. In 1863 they launched their masterpiece to global acclaim and the new company of Martini came into being. The unique association of these two talented individuals left a legacy that over the years created one of the most internationally acclaimed and iconic drink brands in the world, born out of a quest for perfection in its taste.
The pioneering spirit of Alessandro Martini created a network of global ambassadors who took Martini from Italy to New York, Brazil and beyond. By 1903 Martini had become one of the most cosmopolitan drink brands in the world, enjoyed and appreciated in over 70 countries globally.
Factbox on company date line
1847: Distilleria National da Spirito di Vino certified in Turin as registered maker of vermouth.
1851: Wine merchant Alessandro Martini joins the distilleria.
1863: The distilleria is transformed when Alessandro Martini and Luigi Rossi take ownership with a third partner Teofilo Sola.
1864: Martini builds networks in France and Spain, and lands in Brazil.
1865: Just two years after its founding Martini wins its first Grand Prize in Dublin. The Goddess of Victory appears on the prize medial - later commemorated on the bottle.
1866: Martini is drunk in Argentina, Greece, Portugal, Belgium, Switzerland, Egypt and Turkey.
1867: Martini hits New York to conquer America and 14 years later Martini is in downtown Havana.
1905: Luigi's sons become sole guardians of the company.
1911: They are ennobled for service by Vittorio Emanuele III and become Counts of Montelera.
By 1912 Martini wins 13 Grand Prix and over 40 Gold Medals at international competitions.
1993: The Bacardi-Martini Group is created.
A sales and marketing team from P. Cutajar & Co Ltd recently headed to the Martini estate in the heart of Piedmont to personally meet the people behind the scenes and to experience at first hand the famed Martini and Rossi operations. Clyde Attard, marketing manager at P. Cutajar said: "People at Martini have an innate passion for what they do. This started many years ago with the Rossi family and is still present today. Walking through the fields, exploring the Martini factory, tasting the wines and just being around gives a good vibe about the people working at Martini. It was an incredible experience which could hardly be put into words!"
It is said that it was the Roman ancestors who perfected the ancient art of blending wine with Mediterranean herbs. Over time, the northern Italian region of Piedmont became the centre of this craft. The Alps and its fertile soils were a rich source of herbs and the cool climate provided light, delicate wines. Later in the Middle Ages, Italian merchants brought rare and exotic botanicals to the port of Genoa, enabling the creation of more complex and distinct aromatic wines.
Turin, the capital of Piedmont blossomed in the 19th century with ornate and stylish cafés that signalled the birth of the aperitivo hour in Italy. The nation's celebrated vermouth makers even became protected by Royal Decree!
Martini was born of a partnership between two skilled men, Alessandro Martini and Luigi Rossi: Alessandro the spirited entrepreneur, Luigi the inspired master craftsmen. Together they shared a vision to produce a unique product that would represent the very best in Italian quality and style.
In the mid 1800s the two men first came together in Turin working for a company specialising in the production and sale of wines, vermouth and liqueurs. Throughout this time they sought to create a new formula for a smoother, more consistent style of aromatic wine. In 1863 they launched their masterpiece to global acclaim and the new company of Martini came into being. The unique association of these two talented individuals left a legacy that over the years created one of the most internationally acclaimed and iconic drink brands in the world, born out of a quest for perfection in its taste.
The pioneering spirit of Alessandro Martini created a network of global ambassadors who took Martini from Italy to New York, Brazil and beyond. By 1903 Martini had become one of the most cosmopolitan drink brands in the world, enjoyed and appreciated in over 70 countries globally.
Factbox on company date line
1847: Distilleria National da Spirito di Vino certified in Turin as registered maker of vermouth.
1851: Wine merchant Alessandro Martini joins the distilleria.
1863: The distilleria is transformed when Alessandro Martini and Luigi Rossi take ownership with a third partner Teofilo Sola.
1864: Martini builds networks in France and Spain, and lands in Brazil.
1865: Just two years after its founding Martini wins its first Grand Prize in Dublin. The Goddess of Victory appears on the prize medial - later commemorated on the bottle.
1866: Martini is drunk in Argentina, Greece, Portugal, Belgium, Switzerland, Egypt and Turkey.
1867: Martini hits New York to conquer America and 14 years later Martini is in downtown Havana.
1905: Luigi's sons become sole guardians of the company.
1911: They are ennobled for service by Vittorio Emanuele III and become Counts of Montelera.
By 1912 Martini wins 13 Grand Prix and over 40 Gold Medals at international competitions.
1993: The Bacardi-Martini Group is created.