Martini: a Tale of 150 Years

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The Odyssey was sketched in 1847. Alessandro Martini, wine merchant, and Luigi Rossi, herbalist and expert liquor met in, Pessione, a village near the city of Turin.Lacking only the seriousness of Teofilo Sola, accountant by profession, to seal their appetite for innovation, and the pursuit of taste and flavors around a company Martini, Sola & Cia. They then dreamt to soften the world with their transalpine treat. After years of research, in 1863 the Martini Rosso, the same as we know today, first delighted taste buds with its sweet bitterness.

Packed in round bottles, it was Alessandro who, according to his motto “Viaggia Ecolodge” – travel far – was in charge of promoting it worldwide. Over the years, the drink conquered Europe, China, Japan and even the United States. Amazingly, Americans would also be the cause of a non-alcoholic edition in 1919, to suit the purposes of the prohibition. If in 1926 the drink was still called Martini & Rossi, it would soon be renamed “Martini” after the specific shortened designation given by customers. Deposited three years later was the mysterious “ball and bar” brand logo, whose interpretation is still subject to speculation. No matter the meaning, the graphic label remains effective today.

The Martini brand later served as a springboard for the birth of cinema, since 1885 it has supported the then emerging industry. Off-screen, in the 50s, Ava Gardner was known to concoct the best cocktails of the genre. In the twentieth century, Martini made Andy Warhol a recognized publicist. In 1969, the collaboration with the New York photographer Art Kane strengthened the links between art and this nectar. Responsible for a campaign of saturated visuals, he would eventually establish the avant-garde spirit of the factory. In short, Martini has flair, reason, and is willing to share together.

To celebrate this great anniversary, we note the partnering with artist Kurt Perschke, who showed there is little in the streets of Paris that can open your eyes like a big red vinyl ball. And do not forget, “for a Martini, waltz, always! “1.

1- William Powel in the 1934 film “The Thin Man”

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