The Spirit World

After collaborating to create an Ad Campaign for their vermouths in the late 1950’s, Martini & Rossi brings Warhol’s iconic artwork and style back to life with a modern twist

From canvases to cocktails, Martini & Rossi has embarked on a new advertising and cocktail campaign - The Martini Factory -  aimed at redefining vermouth and the art of the aperitif. This new campaign offers consumers an array of innovative vermouth cocktails featuring contemporary ingredients.

The world’s favorite vermouth, and the number-one imported vermouth in the United States., Martini & Rossi has revived the original artwork created by Andy Warhol for a Martini & Rossi Vermouth advertising campaign that ran in the late 1950’s. These original works of art are being brought back to life in a series of modern print advertisements produced under license from The Andy Warhol Foundation for the Visual Arts.

Six new cocktails will be unveiled at a private function in New York on August 6th - what would have been Warhol’s 80th birthday.

“The Warhol-inspired cocktails take Martini & Rossi Vermouth into a bold new direction, not limited to a mere ingredient in a Martini cocktail or a Manhattan.  Instead, the distinct flavors of each type of Martini & Rossi Vermouth - Extra Dry, Rosso, and Bianco are the main ingredient, but complemented with a variety of unexpected elements.  Each cocktail masterpiece has been uniquely concocted and thoughtfully named to juxtapose the creative possibilities of Martini & Rossi Vermouth with the progressive style of Andy Warhol.  From the Velvet Edie to the Celebrity Crush, each glass is brimming with a refreshing perspective on Martini & Rossi Vermouth with a splash of Warhol.  These cocktails have been designed to be created in an assembly line manner, reminiscent of Warhol’s artistic “Factory” style.” 

Next week The Spirit World will be featuring one of these new cocktails each evening, just in time for the Cocktail Hour!