Casa Martini - Martini & Rossi

What Casa Martini - Martini & Rossi does

Casa Martini is the visitor experience center and experiential tourism arm of the MARTINI vermouth brand, owned and operated by Bacardi Limited. It operates two physical venues in Italy: the Casa Martini complex in Pessione, near Turin (hosting guided tours, tastings, and mixology masterclasses at the historic MARTINI production plant), and Terrazza Martini in Milan (a 500-square-meter, two-floor event venue overlooking the Duomo, dedicated to corporate and private events). The unit sells per-ticket experiences ranging from €20 to €60 per person and operates as a weekend-only consumer experience business at Pessione, while also running a quote-based corporate and private events channel managed through Bacardi's Tripleseat platform.

The business monetizes three streams: (1) experience ticket sales (Privilege Tour at €25, Discovery Tour from €20, Martini Cocktail Experience from €39, Ultimate Experience from €60, and quote-based Vermouth Class for private groups); (2) venue hire for corporate events, private parties, weddings, and team building; and (3) indirect revenue from on-site product sales of MARTINI branded vermouths, sparkling wines, bitters, ready-to-serve cocktails, and non-alcoholic aperitifs. Casa Martini serves a fragmented customer base including individual tourists, corporate event buyers, private celebrants, and wedding clients. Marketing relies on organic social (Instagram, Facebook, YouTube, X) and an eight-language global website, with no paid acquisition or named enterprise customers disclosed.

Casa Martini is part of Bacardi Limited's MARTINI portfolio, which also distributes a full global product line — five vermouth variants (Bianco, Rosso, Extra Dry, Rosato, Fiero), Martini Bitter, four sparkling wines (Asti, Prosecco, Brut, Rose Extra Dry), the Riserva Speciale premium line (Ambrato, Rubino, Speciale Bitter), ready-to-serve cocktails (Bellini, Rossini, Mimosa), and non-alcoholic aperitifs (Vibrante, Floreale) — through Bacardi's worldwide distribution network. The standalone Casa Martini unit has 58 employees and was founded in 1863 alongside the MARTINI brand, with the 1971 introduction of the MARTINI Racing stripes marking an iconic brand milestone that continues to drive motorsport and lifestyle partnerships.

Name

Casa Martini - Martini & Rossi

Legal name

MARTINI (Brand owned by Bacardi Limited)

Website

https://visitcasamartini.com

Company type

Private

Founded year

1863

Operating status

Operating

Headcount range

51–100 employees

Short description

Casa Martini is the visitor experience center of the MARTINI vermouth brand (owned by Bacardi Limited), operating tour, tasting, and mixology experiences at the historic Pessione production facility near Turin and a corporate event venue, Terrazza Martini, in Milan.

Ownership category

akta.pro rank

Product category

Experiential Tourism and Beverage Brand Experiences

NAICS

Drinking Places (Alcoholic Beverages) (7224)

SIC

Retail-Eating & Drinking Places (5810), Beverages (2080)

akta.pro primary industry

Cocktail Experiences (Mixology Classes, Cocktail Tours) (THAJAGAG)

akta.pro secondary industries

Spirits/Cocktail Bars Operated by Producers (THAFALAJ), Bar & Beverage Catering (Mobile Bar, Bartending) (HSACAGAF)

Keywords

• Vermouth production
• Sparkling wines
• Experiential tourism
• Cocktail masterclasses
• Italian aperitivo

Headquarters

HQ city

Pessione (near Turin)

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Experience Ticket Sales: Direct sales of tour experiences including Privilege Tour (€25/person), Discovery Tour (€20/person), Martini Cocktail Experience (€39/person), and Ultimate Experience (€60/person). Booking handled through online ticketing system on the Casa Martini website.
2. Venue Hire: Rental of Casa Martini spaces for corporate events, private parties, weddings, meetings, and cultural events. Quote requests managed through Bacardi's Tripleseat platform.
3. Product Sales: Indirect revenue from Martini branded products (vermouth, sparkling wines, ready-to-serve cocktails, non-alcoholic options) available at the venue and through the tour/tasting experiences.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Casa Martini is the visitor experience center for the MARTINI brand, operating guided tours, tastings, cocktail masterclasses, and corporate/private event venue hire at the historic production plant in Pessione near Turin, with a secondary event venue (Terrazza Martini) in Milan. The MARTINI brand itself produces and sells vermouth, sparkling wines, bitter liqueurs, non-alcoholic aperitifs, and ready-to-serve cocktails globally through Bacardi's distribution network.

Product overview

Martini & Rossi offers a diversified portfolio of alcoholic beverages centered on vermouth, complemented by sparkling wines, bitters, non-alcoholic alternatives, and ready-to-serve cocktails. The core offering comprises five vermouth variants (Bianco, Rosso, Extra Dry, Rosato, and Fiero), a bitter liqueur, and four sparkling wines (Asti, Prosecco, Brut, and Rose Extra Dry). The portfolio includes a premium Riserva Speciale line featuring Ambrato, Rubino, and Speciale Bitter. Ready-to-serve cocktails include Bellini, Rossini, and Mimosa. Non-alcoholic options (Vibrante and Floreale) serve the growing no-alcohol segment. The brand also operates Casa Martini, a visitor center offering experiential tourism through tours, tastings, and cocktail masterclasses.

Differentiator

Problem solved

Functional benefit

Brands

• Terrazza Martini Milan: 500 square meter exclusive event venue on two floors with views of the Milan Duomo, ideal for corporate and private events.

Products and services

• Privilege Tour A 2-hour guided brand experience in Italian language, including a visit to the production plant and a guided tasting of MARTINI products, available every Saturday and Sunday from 11:30 am to 2:30 pm, priced at €25 per person.
• Discovery Tour A guided tour of the production plant with a tasting session, available every Saturday and Sunday at 3:30 pm, 4:30 pm, and 5:30 pm, priced from €20 per person, with English tour available only at the 3:30 pm slot.
• Martini Cocktail Experience A vermouth sensory experience combined with a cocktail masterclass, available in English and Italian every Saturday and Sunday at 3:30 pm and 5:30 pm, priced from €39 per person.
• Vermouth Class An immersive vermouth experience focused on botanicals and blending technique, available for private groups only, requiring contact for pricing.
• Ultimate Experience A 1.5-hour dynamic tasting experience with food pairing, available for groups only, priced from €60 per person.
• Casa Martini Venue Hire (Pessione) Rental of Casa Martini spaces in Pessione near Turin for corporate events, private parties, weddings, meetings, and cultural events, with quote-based pricing handled through Bacardi's Tripleseat platform.
• Terrazza Martini Milan Venue Hire Exclusive 500-square-meter event venue in Milan across two floors with views of the Duomo, ideal for corporate and private events, with quote-based pricing.
• MARTINI Vermouth Portfolio MARTINI's vermouth product line including Bianco (white vermouth with herbs and botanicals), Rosso (flagship red vermouth), Extra Dry (dry white vermouth for Dry Martini cocktail), Rosato (rosé vermouth with floral notes), and Fiero (citrus and Mediterranean botanicals aperitivo vermouth).
• MARTINI Bitter A bitter liqueur used as a key component in classic cocktails including the Negroni.
• MARTINI Sparkling Wine Portfolio MARTINI's sparkling wine portfolio including Asti (sweet, fruity Piedmont sparkling wine), Prosecco (crisp Italian sparkling wine), Brut (dry sparkling wine for sophisticated aperitivo occasions), and Rose Extra Dry (rosé sparkling wine with delicate berry notes).
• MARTINI Riserva Speciale A premium reserve line featuring Ambrato (amber vermouth with aged botanicals), Rubino (ruby-colored vermouth with complex botanical character), and Speciale Bitter (refined botanical bitter liqueur).
• MARTINI Non-Alcoholic Aperitifs Non-alcoholic aperitif alternatives including Vibrante (capturing Italian bitter botanicals) and Floreale (floral blend of botanical extracts), serving the growing no-alcohol segment.
• MARTINI Ready To Serve Cocktails Ready-to-serve cocktails including Bellini (sparkling wine with peach puree, named after Venetian painter Giovanni Bellini), Rossini (sparkling wine with strawberry puree, honoring composer Gioachino Rossini), and Mimosa (sparkling wine with fresh orange juice).

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Bacardi LimitedcoreStrategic or Co-development PartnerBacardi Limited owns and operates the MARTINI brand. Casa Martini experiences and Martini products fall under Bacardi's portfolio. The brand's official media contacts and corporate event systems (Tripleseat) are managed through Bacardi. Contact email for Casa Martini is [email protected].

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cinzano: Italian vermouth and sparkling wine brand with overlapping product categories (vermouth, Prosecco) and similar heritage positioning. As a Campari-owned competitor, Cinzano directly competes for vermouth occasion share and could launch comparable brand experience initiatives.
• Jack Daniel's Distillery: Iconic American whiskey brand operating the Lynchburg, Tennessee distillery as a major brand experience destination. Same fundamental model as Casa Martini — production plant tours, tastings, branded retail — applied to a different heritage spirit category.
• Jameson Distillery Bow St. Spirits brand experience center offering tours, tastings, and cocktail masterclasses at the historic Dublin distillery. Closely analogous operating model to Casa Martini: production plant access, branded tours, mixology classes, and bar service — but in whiskey rather than vermouth.
• Campari Group: Direct peer as owner of competing Italian aperitivo brands (Campari, Aperol, Cinzano, Appleton) with overlapping vermouth and bitter portfolio. Operates own brand experience centers (e.g., Casa Campari) and competes for the same Italian aperitivo occasion and tourist mindshare as MARTINI.
• Cocchi Vermouth di Torino: Historic Piedmont-based vermouth producer offering tastings and brand experiences. Operates from the same region as Casa Martini (near Turin) and competes for vermouth enthusiast tourists seeking authentic Italian aperitivo heritage experiences.
• Aperol Spritz Experience: Campari-owned aperitivo brand running consumer experience programs around spritz culture in Italy. Directly competes for the same aperitivo occasion and tourist experience budget as MARTINI, and has been particularly aggressive in capturing younger consumer mindshare.

Broad incumbents

• Pernod Ricard: Global spirits conglomerate owning competing vermouth and aperitivo brands (e.g., Ricard, Noilly Prat, Beefeater). As a broad incumbent, Pernod Ricard competes with Bacardi across multiple categories and operates comparable brand experience initiatives at scale.
• Diageo: World's largest spirits company, parent of major brand experience centers (e.g., Guinness Storehouse, Johnnie Walker). Competes with Bacardi for premium experiential tourism mindshare and sets the benchmark for brand-distillery tourism investment scale.

Others

• GetYourGuide: Global marketplace for tours, attractions, and experiences. Not a direct peer but a key distribution channel and competitive context for Casa Martini's direct-to-consumer experience bookings. Other brand experience centers (distilleries, wineries) list on this platform.

Emerging players

• Eating Italy Food Tours: Italy-focused culinary and food tour operator offering small-group experiences in multiple Italian cities. Indirect competitor for the Italian experiential tourism wallet and potential distribution/booking partner for Casa Martini experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Martini_Global
• YouTubeyoutube.com/user/martini
• Facebookfacebook.com/login
• Instagraminstagram.com/martini?igsh=Nm5wdXpzazF1cHNu
• LinkedInlinkedin.com/company/casa-martini-martini-rossi

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Casa Martini - Martini & Rossi