So smooth: Bacardi CEO and president Ed Shirley toasts the Martini brand’s 150th anniversary. He said: “Each year, new generations fall in love with the extraordinary taste of Martini vermouths and Italian sparkling wines.” *Photo by Nicola Muirhead
So smooth: Bacardi CEO and president Ed Shirley toasts the Martini brand’s 150th anniversary. He said: “Each year, new generations fall in love with the extraordinary taste of Martini vermouths and Italian sparkling wines.” *Photo by Nicola Muirhead

When you have a brand that’s been around for 150 years, you can look back on your heritage with pride.

But you can also use it to move forward.

That’s what Bacardi has done as it marks the 150th anniversary of its Martini brand. 

Nadia Kokni, global communications director for Bacardi, told the Bermuda Sun, the Martini brand is “the finest vermouth known for its clarity”.

She said the brand is celebrating its rich heritage through a series of special promotions.

The brand is also giving fans a chance to win a “once in a lifetime” party on September 19 at a private villa on Lake Como in Italy.

Perhaps the top of the line special is the limited edition Martini Gran Lusso (Grand luxury)Vermouth. Ms Kokni said Bacardi has been planning on this limited edition for eight years with this batch. 

It was launched at an exclusive event for some of the world’s top bartenders at the brand’s birthplace of Pessione, Italy.

She added the Gran Lusso combines two unique botanical extracts inspired by a vermouth from the brand’s archive and a 1904 recipe. 

This single-batch, super-premium vermouth features a unique bittersweet taste of aromatic herbs, the honey softness of aged Moscato and hints of lavender and rose. 

Facundoå Bacardi, chairman of Bacardi Limited, said in a press release: “As we celebrate the MARTINI 150th anniversary, we are so proud of the important role that this global and cultural icon has in the dolce vita lifestyle.

“In reflecting on Martini’s rich history, we look forward to furthering the legacy of this remarkable brand to spirits consumers throughout the world.”

“Martini is crafted from only the finest ingredients, creating drinks with exceptional taste. discerning consumers around the world have come to know and admire Martini for these qualities over the last 150 years. It’s why the brand continues to attract tremendous attention and generate growth,”said Ed Shirley, Bacardi Limited president and CEO.

Ms Kokni said the company also went back to its heritage for the packaging of its sparkling wines Prosecco, Brut, Asti and Rose. The new look features the Martini heritage crest with the 1963 foundation date. 

Other changes include:

The Martini “Royale” Terrazza: The Royale is a balance of the Prosecco and the Bianco. 

• The celebratory anniversary label – The limited edition label across Martini’s  Rosso, Bianco, Extra Dry and Rosato in Europe harkens back to the original label designs on the Martini Rosso bottle from 1867-1997. Emblazoned on the label are the coats of arms of the Royal House of Italy and the city of Turin. Both flank the winged “Roman  Goddess Fame,” commemorating the Grand Prize awarded to MARTINI at the 1878 Paris Grand Exhibition.

Those seeking to win the trip to the gala party on September 19 on Lake Como by visiting www.martini.com. Entries are open to people who are of legal drinking age. 

• The Engines Rev: Return to Racing – The brand returns as official sponsor of the Porsche Mobil 1 Supercup. For the first time since 2008, the new Porsche 911 GT3 Cup car  features the distinctive dark blue, light blue and red stripes of Martini Racing.