MARTINI celebrates 150th anniversary with a limited edition, new bar concept and a gala party in Italy

To celebrate its 150th anniversary, the MARTINI vermouth brand is launching a versatile program that embodies the philosophy of “gioia di vivere” (from Italian “joy of living”). Celebrations will include retail exclusives, commemorative labels, refreshing cocktails and unique collaborations to highlight the style, passion and the enthusiasm behind MARTINI since 1863.

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Photo: MARTINI’s special anniversary label on Rosso, Bianco, Extra Dry and Rosato (click to enlarge)

In Europe, the brand is launching limited-edition celebratory labels for MARTINI Rosso, Bianco, Extra Dry and Rosato, inspired by the original look of the MARTINI Rosso bottle from 1867-1997. The label features the coats of arms of the Royal House of Italy and the city of Turin, the heritage crest with the 1863 foundation date, and the winged “Roman Goddess Fame,” which comes as a commemoration of the Grand Prize won by MARTINI at the 1878 Paris Grand Exhibition.

Photo: Limited edition MARTINI Gran Lusso vermouth (click to enlarge)

The brand is also presenting Limited Edition Martini Gran LussoVermouth, a mix of two unique botanical extracts. The drink is inspired by the vermouth from the brand’s archive and a recipe dating back as far as 1904. The light mixture includes bittersweet taste of special herbs, the unique honey softness of aged Moscato as well as some hints of lavender and rose.

During the celebratory program the brand will also reveal MARTINI “Royale” Terrazza, a rooftop bar inspired by MARTINI Terrazza unveiled back in 1948 in Paris. The celebration will culminate on September 19 with a VIP gala party in Italy. For the chance to get on the guestlist, the brand’s fans are invited to play a Facebook game.

MARTINI has also released a new video that recaps the its 150-year history—the spot tells how the brand has been evolving over the past decades and also highlights its vibrant advertising and collaborations with artists and celebrities. Watch the “150 years of MARTINI” clip below.