OUR STORY
160 YEARS
OF HISTORY
MARTINI is more than a vermouth. It’s an art form. One that has captivated people around the world for more than 160 years. It represents not only a style and a way of life, but Italy itself.
1847
THE START OF A GREAT PARTNERSHIP
The Michel, Re, Agnelli e Baudino distillery was founded in Turin. Few years later Alessandro Martini and Teofilo Sola were hired.
1863
THE PERFECT COMBINATION
Alessandro Martini and Teofilo Sola took over the distillery and launched MARTINI, Sola e C.ia. They invited Luigi Rossi to become a partner. Thanks to his brilliant expertise, Luigi created a perfect vermouth recipe: the MARTINI Rosso.
1864
A VISIONARY CHOICE
The hamlet of Pessione was chosen to establish the new facility of the Martini Sola and C.ia. The company rented an old villa just in front of the railway station that connected Turin with Genoa and its port. The new production plant started expanding right away and today, more than 160 years later, it still stands.
1865
ACCLAIMED RECOGNITION
MARTINI, Sola e C.ia won its first award at the Dublin International Exhibition; the certificate featured a victorious figure which inspired a new label design. This recognition was followed by an extraordinary run of prizes and successes worldwide.
1871
PIONEERING
Martini & Rossi received its first award certificate for its sparkling wines. At that time the company produced “Vino Canelli Spumante”, later rebranded “Asti Spumante”, one of its best-selling products to this day. MARTINI pioneered the category and improved winemaking techniques in collaboration with Federico Martinotti, the enologist who invented the fermentation method in tanks, which takes his name.
1883
BECOMING GLOBAL
The company opened its first subsidiary abroad in Buenos Aires, which also included a production plant. Throughout the establishment of the other branches and warehouses, Pessione remained at the heart of the manufacturing ecosystem of Martini & Rossi.
1908
the vermouth town
Based on data certified by the Italian Government, the company claim became “Martini & Rossi – the largest vermouth factory in the world” in terms of production volume.
1910
THE FASHION OF DRINKING
MARTINI Bianco was launched. Known as “The Queen of Vermouth”, it became a popular accessory to high fashion.
1929
AN ICON IS BORN
Martini & Rossi restructured as a global corporation and a cohesive image of the brand began with the introduction of the ‘ball and bar’ logo, which was trademarked.
1948
AHEAD OF THE TIMES
Just after World War II, MARTINI opened its first Terrazza in Paris. It was a new and unique form of communication that merged iconic places with celebrities. The idea was extremely successful and between 1948 and 1965 nine different Terrazzas were opened. Today the Terrazza in Milan, opened in 1958, is still known as the place to be in the city.
1968
A BOLD BET
MARTINI made a major leap in sport sponsorships with the birth of the MARTINI Racing Team, initially with a focus on Endurance and Formula 1. This was a turning point, as Martini & Rossi became more than just a sponsor: it actively partnered with a number of teams, influencing strategy and operations, introducing a more modern, hands-on approach to sponsorships.
1980
A MODERN AGE VERMOUTH
MARTINI Rosato was launched. A modern vermouth, produced with a new base of red and white wine.
2000s
GLAMOR AND HUMOR
MARTINI turned the millennium by creating its most memorable TV commercials, starring international celebrities across the globe.