Martini is a brand of Italian drinks, named after the Martini & Rossi Distilleria Nazionale di Spirito di Vino, in Turin.
Martini (vermouth)
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Martini (vermouth) is an iconic Italian apéritif and fortified wine product line, best known for its signature vermouth formulations that serve as the foundational ingredient for the globally famous martini cocktail. First developed in the 19th century in Turin, Italy, the range is now owned and distributed as a core offering of the Bacardi spirits group.
Key moments
- 1863Founding of the Martini & Rossi partnership in Turin, Italy to produce and distribute the brand's original vermouth recipe
- 1870sMartini vermouth begins international export, establishing a customer base across Western Europe and North America
- [mid-20th century, exact date uncertain]Launch of the brand's flagship Extra Dry, Rosso, and Bianco vermouth variants to cater to varied consumer flavor preferences
- Late 20th centuryMartini & Rossi, the parent entity behind the vermouth line, is acquired by the Bacardi spirits conglomerate
- 21st centuryThe vermouth range is positioned by Bacardi as a core apéritif and cocktail ingredient for both at-home and professional mixology use
Martini (vermouth) operates in the global premium vermouth and apéritif market, where it competes against three distinct tiers of offerings. The brand's largest strength stems from its unmatched cultural name recognition, which it leverages to maintain leading market share in both on-trade (bar and restaurant) and off-trade (retail) sales channels. It also benefits from cross-promotion opportunities with other well-known Bacardi portfolio products that complement vermouth in classic cocktail recipes.
- Legacy direct competitors including Italian vermouth brands Cinzano and Carpano, which share similar 19th century European origins and longstanding association with classic cocktail recipes, but have significantly smaller global brand awareness
- Contemporary craft vermouth producers, which emerged in the 2010s mixology boom, position small-batch, regionally unique formulations as premium alternatives, targeting high-income hobbyist bartenders and cocktail enthusiasts
- Private label vermouth lines sold by major grocery and liquor retail chains, which compete on far lower price points for casual consumers who do not prioritize brand name when selecting ingredients for simple mixed drinks