Martini taps Jonathan Bailey to front new Bianco Spritz campaign
Spritz season is in full swing and Martini is putting its Bianco Spritz front and centre with a new serve, fresh bottle design, and campaign fronted by Bridgerton star Jonathan Bailey.
According to the brand, online interest in spritz culture has surged, with Google searches for “spritz recipes” up 152% and “Italian spritz” rising by 100%. In response, Martini is positioning the Bianco Spritz as the ideal aperitivo for daytime occasions, whether at home or out with friends.
The serve combines 3 parts Martini Prosecco, 2 parts Martini Bianco and 1 part soda water, garnished with lemon, mint and fresh strawberries. A short video features Bailey demonstrating the simple three-step preparation.
The Bianco Spritz is part of the wider Spritz Collection, which includes Martini Fiero and non-alcoholic expressions Martini Vibrante and Martini Floreale.
Off script with Jonathan Bailey
Bailey, named as this summer’s ‘Martini Man’, stars in a new short film Off Script, encouraging viewers to “embrace spontaneity and choose differently this summer”. The campaign marks a lifestyle-led push by the brand to capture the essence of Italian summer.
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Speaking about the current momentum behind spritz drinks, Martini global ambassador Maura Milia said: “Across markets, the appetite for new, flavour-driven spritz serves is booming. The Martini Spritz Collection delivers exactly that — a contemporary, flavour-led edit that feels fresh, authentic, and distinctly Italian with the Martini Bianco Spritz as the star.”
Milia also noted the launch of a new look for the bottle: “The contemporary, stylish redesign draws inspiration from the elegant, arched walkways of Turin – the birthplace of Martini – delivering a fresh, modern expression of our classic Italian heritage.”
European rollout
The brand is also activating its Terrazza Martini experience across 30+ bars and terraces in cities including Barcelona, Berlin, Milan and Antwerp, as part of a summer-long European tour.
Martini, part of the Bacardi Limited portfolio, was founded in Turin in 1863 and remains one of the most recognisable names in Italian winemaking. The full Martini range includes both alcoholic and non-alcoholic options, as well as sparkling wines.
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