English Version | Buon gusto

18 Jul 2023
By Vogue Portugal

MARTINI celebrates 160 years of history, marking a long legacy of revolutionizing the vermouth culture. The brand's Italian heritage is reflected in every recipe, from the pioneering Rosso to the modern Fiero. But it is its bold spirit, combined with a dash of (very) good taste, that makes MARTINI a symbol of the future.

MARTINI celebrates 160 years of history, marking a long legacy of revolutionizing the vermouth culture. The brand's Italian heritage is reflected in every recipe, from the pioneering Rosso to the modern Fiero. But it is its bold spirit, combined with a dash of (very) good taste, that makes MARTINI a symbol of the future.

“To want is to have” is the English translation of the words engraved on the gates of the MARTINI house in the city of Turin, Italy. It is also the motto that has been at the genesis of the vermouth brand since Alessandro Martini and Luigi Rossi began their partnership with the creation of MARTINI Rosso in 1863. It is said that the first times are never forgotten. But in the case of MARTINI, its first blend is not a memory of the past, but a constant presence of the last 160 years, unchanged to this day. The brand, created by an entrepreneur and an herbalist, has transformed global vermouth culture, bringing dolce far niente blends to every region of the world. Yet it remains true to the Italian heritage that lives within its roots, as well as the artisanal recipe developed by Luigi Rossi, a true treasure in the possession of a small number of people.

Over 160 years of history, MARTINI's bittersweet taste has given birth to a portfolio of award-winning vermouths, from the classics to the most irreverent. Highlights include the iconic MARTINI Bianco, remembered for its vanilla heart notes, and MARTINI Fiero, whose citrus and fruity ingredients are a perfect match for a summer afternoon. Reconciling the brand's heritage with its thirst for innovation, MARTINI Non-Alcoholic has been introduced, for a pleasurable moment suitable for any time of the day. These and other offers are the result of 160 years of good taste, lived between blends of the best quality botanical ingredients and the preservation of a pioneering soul, which is not afraid to subvert the rules and forge its own path. 

To celebrate this anniversary, MARTINI invites lovers of the iconic vermouths to enter the brand's universe, either through the new visual elements, produced by the renowned agency AMV BBDO, or through unforgettable experiences. In Portugal, a group of friends will be invited to take a hot air balloon ride, accompanied by a bartender who will prepare the best MARTINI signature cocktails. To enter the contest, check the brand's digital platforms. Those who don't have the opportunity to have a drink in the clouds can be delighted by the special cocktail recipes that MARTINI has developed in partnership with Maura Milia, manager of the famous Connaught Bar in London. These vibrant and fresh blends, ideal for summer, were designed to brighten up the most varied occasions, and can be reproduced in low and non-alcoholic versions. They are also expressions of the brand's legacy of innovation, remembering its Italian roots and the motto that guided its founders. If to want is to have, then we want a MARTINI for every moment of the day.

Translated from the original on The [Un]Popular Issue, published July 2023.Full stories and credits on the print issue.

Vogue Portugal By Vogue Portugal

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