Martini & Rossi Demi-Sec

The story of Martini is 150 years of Italian passion. From its birth in Turin in 1863, it took on the world and succeeded. It became an icon, a symbol for those who love to live their life with style.

Martini & Rossi was founded by a combination of three very different personalities. Alessandro Martini was a gifted salesman, Teofilo Sola the dependable accountant, and Luigi Rossi, creative herbalist and liqueur expert. Any one of them could have made a solo bid for the company, but in the spirit of collaboration, they pooled their talents instead. Their motto 'Volere é Potere' (where there is a will there is a way) set them on the path to global success.

The brand's relation with the culture has always been part of the communication. Famous artists like Marcello Dudovich and Andy Warhol designed the most iconic posters campaigns to celebrate its style. During the 90's Martini created some of the most celebrated and memorable advertising campaigns of the time.