The origin of the famous Italian company in Turin (Piedmont) was in 1847 when four businessmen founded the company "Distilleria Nationale di Spirito di Vino". One of the four was Carlo Agnelli from the Fiat dynasty. There were wines liqueurs and other alcoholic beverages. In 1863, three employees of the company acquired larger shares. These were the commercial agent Alessandro Martini (1812-1905), the accountant Teofilo Sola (+1879) and the winegrower and herb specialist Luigi Rossi. They reorganized the company and called it "Martini, Sola and Cia". In Turin in 1786 by Antonio Benedetto Carpano (1764 -1815) so to speak wormwood invented and by his nephew as the successor the famous brand Punt e Mes created. Luigi Rossi subsequently developed his own vermouth recipe and is the actual inventor of the Martini brand.
The company started exporting overseas, making its brands known worldwide. As a result, branches were opened in Spain, France, Argentina, Romania, England and the USA. Sparkling wine was already being produced at this time. After the death of Sola in 1879 the company was renamed "Martini & Rossi", but the bottle label continued to be the successor of Martini, Sola and Co. until the 1950s. In 1900 Cesare, Enrico, Ernesto and Teofilo Rossi took over (Sons of Luigi Rossi) the company. After the death of Alessandro Martini in 1905, the Rossi family owned all of the company shares.
In 1922 the name "Martini" was registered as an internationally protected brand name. The company remained family-owned even in the third generation, which took over in the 1930s. In 1977 the multinational group "General Beverage Corporation" was founded, in 1993 it was merged with the Bacardi company Bacardi-Martini Limited, In the long history of the company, the products won countless medals at competitions and world exhibitions. The first vermouth brands, produced since 1863, were "Martini Rosso", which was reddish-brown in color caramel sugar and the “Martini Rosé”, which is the only martini wormwood that is blended not only from white but also from red wines.
It was only much later that the "Martini Extra Dry", which was first presented at the New Year's Eve party in 1900, and the "Martini Bianco", which had been produced since 1910, followed. The most recent brands are "Martini Ambrato" and "Martini Rubino". All brands are based on dry wines from the regions of Romagna, Puglia and Sicily. According to Italian law, they make up at least 75% of the wormwood. An essence of over 50 herbs and spices, sugar and wine spirit is added to these. After a special clarification and long maturation period, the wormwood is bottled. The bottling plant has been in Pessione since the beginning of the 19th century. The martini wormwood must not (as is often the case) with the Martini Cocktail can be confused. Any wormwood brand (but of course also martini) can be used for this.
Today Martini & Rossi is in front Cinzano The world leader in vermouth production in terms of quantity, around 250 million bottles are sold annually. The company also controls the French vermouth Noilly Prat, Large quantities of wines and sparkling wines are also produced, with the grapes being supplied by around 400 contract winemakers. Important sparkling wine products are DOCG Asti Spumante and DOC Prosecco, The company also owns some large wineries in northern Italy. It has also been an active sponsor of sporting events, art and culture since the 1930s. The inventor of sports sponsorship is the founding grandson and long-time company boss Theo Rossi, who himself won a gold medal in a four-man bobsleigh at the 1932 Olympic Games in Lake Placid (New York). Car racing has been supported since Hockenheim in 1968, and entry into Formula 1 then took place in 1972 with the "Tecno" team. In the meantime, Martini & Rossi has withdrawn from Formula 1 sponsorship.