Newly Renovated Casa MARTINI® Reopens its Doors

Casa MARTINI has been the production site and home of MARTINI since 1864. Just outside the city of Turin in the small village of Pessione and set alongside the backdrop of the Northern Italian hillside, Casa MARTINI is an ideal day trip. The home of MARTINI has been renovated to allow visitors to discover even more about the rich history of the brand, as well as the process of selecting and distilling the different ingredients that make up the famous MARTINI drink.

The new and exciting updates to the distillery include:

Cabinet of Curiosities

On entrance to Casa MARTINI, visitors are welcomed by the "Cabinet of Curiosities" - a single display case featuring exhibits which tell the story of the MARTINI-making process: artifacts such as technical equipment for winemaking, illustrated tables and archival documents can all be found here. A collection that links MARTINI to the world of vineyards and wine.

The Red Circle

The new installation is an illuminated pathway, showing the MARTINI making process. From the vineyards where grapes are selected, to the harvesting of aromatic herbs, this exciting new feature provides a first-hand experience of how all ingredients for MARTINI are sourced.

The Still Area

Visitors will have access to the historic MARTINI Still Area.

The guests will get to see the copper stills first, which were originally used to make the vermouth and sparkling wines in the 19th century by cofounder of MARTINI, Luigi Rossi.

Mondo MARTINI Gallery

The new discovery tour allows guests to explore all of the exciting features of the distillery including the Mondo MARTINI Gallery and the Museum of the History of Wine – for a comprehensive 360-degree tour of the impressive site and insider knowledge on the history of the brand.

The Heart of Martini

The next stop will be the production plant – “The Heart of Martini”. Visitors will walk through to the modernised Still Area where MARTINI vermouth is made on-site using more than 40 types of botanical plants. Guests will be struck by the sight of the “Cathedral” and its enormous blending tanks.

Casa MARTINI is the largest production facility within the Bacardi distillery and visitor centre portfolio, which includes the likes of Dewar’s® Aberfeldy Distillery in Scotland and Palais Benedictine® in France. Guests get to see where the magic happens during this new section of the tour. Whilst exploring, visitors will learn more about the timeless process and the delicate “marriage” of the ingredients that takes place to create the perfect serve.

The Cocktail Experience

To conclude, each visitor will experience the tasting room and try three MARTINI products (MARTINI Rosso, MARTINI Riserva Speciale Ambrato and MARTINI Asti Spumante), led by an expert guide. They will end the tour with a MARTINI Fiero & Tonic at the MARTINI bar.

“We are delighted to welcome guests to the newly renovated Casa MARTINI, the heart of the history and creation of our products for over 150 years. We wanted to update and expand the tour so that our guests could discover what lies "behind the scenes": the ingredients and small production secrets of a history full of anecdote, entrepreneurial vision and innovation,” says Marco Budano, General Manager of Casa MARTINI.

“In fact, the new tour consists of a totally immersive experience that takes the visitor step-by-step on an exciting journey to the origins of the Italian aperitif. We want Casa MARTINI to be a destination for all those who appreciate a quality drinking experience and are keen to discover a drink that has become an iconic Italian product. A discovery that takes in nature, connection to the surrounding area, tradition, craftsmanship, as well as innovation and awareness of the latest trends".

All experiences can be booked via www.visitcasamartini.com

More images of the experience can be downloaded here.

ENDS

FOR MORE INFORMATION:

OGILVY LONDON PRESS OFFICE: Jennie Halliday – jennie.halliday@ogilvy.com / Mob: +44 7419 820 465

MARTINI

One of the most iconic brands in the world, MARTINI® is Italy’s leading alcoholic beverage producer and offers sparkling and aromatized wines of the highest quality. The range of MARTINI aperitifs, characterized by the award-winning bittersweet flavour, is the result of secret blends comprising over 40 botanical ingredients collected from the most varied rural and natural locations on the planet. The MARTINI portfolio includes: MARTINI Bianco, MARTINI Rosso, MARTINI Extra Dry, MARTINI Rosato, MARTINI Riserva Speciale Rubino, MARTINI Riserva Speciale Ambrato, MARTINI Riserva Speciale Bitter, MARTINI Asti, MARTINI Prosecco, MARTINI Riesling.

Founded in 1863 in Turin, the MARTINI brand is part of the Bacardi Limited portfolio, based in Hamilton, Bermuda, and is still the market leader in its category. Bacardi Limited is part of the Bacardi group of companies, which includes Bacardi International Limited.

Please drink responsibly.

MARTINI, THE BALL AND BAR LOGO AND ITS TRADE DRESS ARE REGISTERED TRADEMARKS