MARTINI
MARTINI is a 160-year-old Italian aperitivo brand (founded 1863) owned by Bacardi Limited, producing vermouth, sparkling wine, non-alcoholic aperitivi, premium Riserva, and ready-to-serve cocktails, sold globally through retail, HORECA, e-commerce, and proprietary Casa Martini and Terrazza Martini venues.
- Company typePrivate
- Founded1863
- HeadquartersMilano, Italy
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What MARTINI does
MARTINI is a heritage Italian aperitivo brand founded in 1863 in Turin by Luigi Rossi, with its originating product (Martini Rosso) still in market today. It is owned by Bacardi Martini B.V., a subsidiary of Bacardi Limited (the largest privately held spirits company in the world) and operates from a legal headquarters in Rotterdam with its primary production facility in Pessione near Turin and an iconic 500 sqm private-hire venue, Terrazza Martini, in Milan.
The product portfolio spans five categories: vermouth and bitters (Bianco, Rosso, Extra Dry, Rosato, Fiero, Bitter), sparkling wines (Asti DOCG, Prosecco DOC, Brut, Rose Extra Dry), non-alcoholic aperitivi (Vibrante, Floreale), the premium Riserva Speciale range (Ambrato, Rubino, Speciale Bitter), and ready-to-serve cocktails (Bellini, Rossini, Mimosa). Underlying technology is botanical blending expertise backed by named Master Blenders (Beppe Musso, Livio Prandi) and a Master of Botanicals (Alessandro Garneri) who manages sustainable sourcing partnerships spanning Morocco, Spain, Germany, Vietnam and Ghana, plus a long-standing supply relationship with approximately 300 small Moscato Bianco growers in the Asti region. The Laverstoke Mill distillery operates on 100% renewable electricity and recycles or converts more than 99% of its waste.
Revenue is generated through spirits sales via global retail and HORECA distribution, a branded e-commerce storefront (shop.martini.com), ticketed experiential offerings at Casa Martini (tours and masterclasses priced €20-€60), and venue hire at Terrazza Martini Milan for corporate and private events. Marketing combines global social media, ambassador marketing (Jonathan Bailey), LGBTQ+ social impact partnerships (The Shameless Fund), luxury hospitality collaborations (Aethos), and the Terrazza Martini On Tour pop-up activation program operating across Europe and the United States.
MARTINI firmographics
Firmographics- Name
- MARTINI
- Legal name
- Bacardi Martini B.V.
- Website
- https://martini.com
- Company type
- Private
- Founded year
- 1863
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MARTINI is a 160-year-old Italian aperitivo brand (founded 1863) owned by Bacardi Limited, producing vermouth, sparkling wine, non-alcoholic aperitivi, premium Riserva, and ready-to-serve cocktails, sold globally through retail, HORECA, e-commerce, and proprietary Casa Martini and Terrazza Martini venues.
- Ownership category
- akta.pro rank
MARTINI industry classification
Industry- Product category
- Italian Aperitivo Beverages
- NAICS
- Beverage Manufacturing (3121), Wineries (312130)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)
- akta.pro secondary industries
- Cocktail Experiences (Mixology Classes, Cocktail Tours) (THAJAGAG), Beverage Services (Bar Catering, Mixology, Beverage Programs) (THAHAKAJ)
Keywords
Where MARTINI is headquartered
LocationHeadquarters
- HQ city
- Milano
- HQ country
- Italy
- HQ region
- Europe
Offices3 records
Markets served
MARTINI business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Spirits Sales: Core revenue from selling vermouth, sparkling wines, bitters, and ready-to-serve cocktails through retail, e-commerce, and HORECA channels globally.
- Casa Martini Tourism & Experiences: Revenue from guided tours (Discovery Tour from €20, Privilege Tour from €25, Cocktail Experience from €39, Ultimate Experience from €60), masterclasses, and vermouth tastings at the Casa Martini visitor center near Turin.
- Terrazza Martini Venue Hire: Revenue from private event bookings at Terrazza Martini Milan - an exclusive 500 sqm two-level venue with Duomo views, used for corporate events, product launches, cocktail receptions, weddings, and press conferences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Discovery Tour - Basic guided experience |
| Unit Pricing | Pay-as-you-go | Privilege Tour - Premium guided experience |
| Unit Pricing | Pay-as-you-go | Martini Cocktail Experience - Mixology masterclass |
| Unit Pricing | Pay-as-you-go | Ultimate Experience - Premium tasting with food pairing |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels9 records
MARTINI product offering
Product offeringCore offering
MARTINI manufactures and sells an Italian aperitivo beverage portfolio spanning vermouth (Bianco, Rosso, Extra Dry, Rosato, Fiero, Bitter), sparkling wines (Asti DOCG, Prosecco DOC, Brut, Rose Extra Dry), non-alcoholic aperitivos (Vibrante, Floreale), the premium Riserva Speciale range, and ready-to-serve cocktails (Bellini, Rossini, Mimosa). The brand also operates experiential venues including Casa Martini visitor tours and tastings near Turin and Terrazza Martini private event hire in Milan. Products are sold through global retail, e-commerce, and HORECA channels targeting consumers seeking authentic Italian aperitivo culture.
Product overview
MARTINI is an Italian aperitivo brand founded in 1863, offering a diversified portfolio of alcoholic and non-alcoholic beverages organized into five main categories: Vermouth & Bitter (including flagship Bianco, Rosso, Extra Dry, Rosato, Fiero, and Bitter expressions), Sparkling Wine (Asti DOCG, Prosecco DOC, Brut, and Rose Extra Dry), Non-Alcoholic alternatives (Vibrante and Floreale), Premium Riserva Speciale collection (Ambrato, Rubino, and Speciale Bitter), and Ready-To-Serve cocktails (Bellini, Rossini, and Mimosa). The brand also operates experiential venues including Casa Martini in Pessione (near Turin) and Terrazza Martini Milano. The products are primarily positioned around the Italian aperitivo culture and lifestyle.
Differentiator
Problem solved
Functional benefit
Products and services
- Martini Bianco White vermouth crafted from fine white wines including Trebbiano, infused with extracts of aromatic herbs and flowers, featuring delicate vanilla notes and subtle sweetness. Targeted at consumers seeking Italian aperitivo experiences.
- Martini Rosso Iconic sweet vermouth first crafted by Luigi Rossi in 1863, with deep scarlet hue and bold, complex flavor achieved through a secret blend of carefully selected botanicals and wines. The original MARTINI expression.
- Martini Extra Dry
- Martini Rosato
- Martini Fiero
- Martini Bitter
- Martini Asti
- Martini Prosecco
- Martini Brut
- Martini Rose Extra Dry
- Martini Vibrante
- Martini Floreale
- Martini Riserva Speciale Ambrato
- Martini Riserva Speciale Rubino
- Martini Riserva Speciale Bitter
- Martini Bellini
- Martini Rossini
- Martini Mimosa
- Casa Martini Tours and Experiences
- Terrazza Martini Milan Venue Hire
Quantifiable outcome
- Martini Racing won first Le Mans race in 1971 and World Championships for makers in 1976 and 1977
- +1 more outcomes
Companies that use MARTINI
Customer profileSegments4 records
Ideal customer profiles4 records
MARTINI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
MARTINI partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Aethos (Boutique Hotel & Private Members Club)minorAethos launched chapter two of its brand campaign 'The Rules Are Different Here' featuring MARTINI as a supporting partner. The campaign includes a pop-up activation in Milan from May 6-10, a limited-edition coffee table book, and programming across all Aethos properties, challenging conventional luxury hospitality with playful, rebellious experiences.
- MandukaminorSupporting partner in Aethos brand campaign 'The Rules Are Different Here' - lifestyle brand partnership contributing to the pop-up activation and campaign programming.
- Woods CopenhagenminorSupporting partner in Aethos brand campaign 'The Rules Are Different Here' - lifestyle brand partnership contributing to the pop-up activation and campaign programming.
- Jonathan BaileycoreAward-winning actor Jonathan Bailey appointed as Official Ambassador in a multi-year collaboration inspired by Italian style, social ritual, and effortless living. Partnership includes film content, support for The Shameless Fund (LGBTQ+ non-profit), and appearances at TERRAZZA MARTINI events.
- The Shameless FundminorNot-for-profit organization founded by Jonathan Bailey in 2024 that exists to forge a world where every LGBTQ+ person can live authentically. MARTINI will support the fund through campaign moments and brand collaborations, providing grants to frontline charities.
- Bombay SapphirecoreBoth brands are part of the Bacardi portfolio. MARTINI Extra Dry is used in Gin Martini cocktails with Bombay Sapphire gin. Shared Master of Botanicals Alessandro Garneri oversees sustainable sourcing for both brands.
- Bacardi Limited (Parent Company)coreMARTINI is owned by Bacardi Limited, the largest privately held spirits company in the world. Legal entity is Bacardi-Martini B.V. headquartered in Rotterdam, Netherlands.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
MARTINI competitors and assessment
Company assessmentDirect peers
- Aperol: Italian aperitivo brand owned by Campari Group, the dominant competitor in the bitter/spritz category. Directly competes with MARTINI Fiero and Bitter for aperitivo occasion share globally.
- Cinzano: Italian vermouth brand founded in 1757, now owned by Campari Group. Directly competes with MARTINI across vermouth and sparkling wine categories in global markets with similar Italian aperitivo positioning.
- Punt e Mes: Italian vermouth brand owned by Campari Group, known for its bitter-sweet vermouth style. Direct competitor in the Italian vermouth category with strong on-trade presence.
- Lillet: French aperitif (Lillet Blanc, Rouge, Rosé) owned by Pernod Ricard. Competes with MARTINI in the wine-based aperitif category with similar premium cocktail positioning.
- Noilly Prat: French vermouth brand owned by Bacardi Limited, sibling brand to MARTINI within the same parent portfolio. Competes in the dry vermouth and French aperitif segments globally.
- Carpano (Antica Formula): Premium Italian vermouth brand owned by Campari Group, known for Antica Formula. Competes head-to-head with MARTINI Riserva Speciale in the premium cocktail and on-trade channels.
- Dolin (Chambers & Eden): French vermouth producer dating to 1821, distributed by Haus Alpenz. Competes with MARTINI in the premium cocktail vermouth segment, particularly in craft bar and specialty retail channels.
Broad incumbents
- Campari Group: Italian spirits company owning Cinzano, Aperol, Campari, and Appleton Estate. Competes with MARTINI across multiple aperitivo and spirit categories with broader portfolio scale and direct distribution in many markets.
- Pernod Ricard: French multinational spirits company owning Lillet, Ricard, Beefeater, Absolut, and Jameson. Competes broadly with MARTINI via overlapping aperitif and spirit portfolio with greater scale and direct distribution.
Emerging players
- Cocchi (Giulio Cocchi): Italian artisan vermouth and aperitif producer with growing craft credentials in the specialty cocktail market. Competes with MARTINI Riserva Speciale in premium and craft retail channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MARTINI social profiles
Digital presenceMARTINI financial estimates
Financial estimateRevenue estimate
Valuation estimate
MARTINI leadership team
Management profileNumber of profiles
Profiles4 records
MARTINI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MARTINI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MARTINI
What does MARTINI do?
MARTINI manufactures and sells an Italian aperitivo beverage portfolio spanning vermouth (Bianco, Rosso, Extra Dry, Rosato, Fiero, Bitter), sparkling wines (Asti DOCG, Prosecco DOC, Brut, Rose Extra Dry), non-alcoholic aperitivos (Vibrante, Floreale), the premium Riserva Speciale range, and ready-to-serve cocktails (Bellini, Rossini, Mimosa). The brand also operates experiential venues including Casa Martini visitor tours and tastings near Turin and Terrazza Martini private event hire in Milan. Products are sold through global retail, e-commerce, and HORECA channels targeting consumers seeking authentic Italian aperitivo culture.
Is MARTINI a public or private company?
MARTINI is a private company. It is classified as corporate owned and is currently operating.
When was MARTINI founded?
MARTINI was founded in 1863. It employs 1 to 10 people.
Where is MARTINI based?
MARTINI is headquartered in Milano, Italy, in the Europe region.
How does MARTINI make money?
Three revenue lines are on record. Spirits Sales are the primary driver. The others are casa Martini Tourism & Experiences and terrazza Martini Venue Hire.
Who are MARTINI's main competitors?
Direct peers on record are Aperol, Cinzano, Punt e Mes, Lillet, Noilly Prat, Carpano (Antica Formula) and Dolin (Chambers & Eden). Broad incumbents are Campari Group and Pernod Ricard. Cocchi (Giulio Cocchi) is listed as an emerging player.
Does MARTINI have an API?
No public API is recorded for MARTINI.
What industry is MARTINI in?
MARTINI's product category is Italian Aperitivo Beverages. Its primary akta.pro industry code is CRADAIAH, Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic), with a secondary code of THAJAGAG, Cocktail Experiences (Mixology Classes, Cocktail Tours). Its NAICS code is 3121 and its SIC code is 2080.