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December 23 2010
Inthemix.com, Miami, USA
MIAMI (March, 2010) – In Italy, cocktail hour is known as the aperitivo occasion; the time when friends gather together to enjoy each other’s company and toast with a refreshing cocktail. Usually taking place just prior to the meal, this time to socialize and relax is an integral part of Italian culture. MARTINI, the most iconic name in Italian winemaking, has long been a name synonymous with the aperitivo moment throughout Europe. Upholding its status as a leader and innovator in the category, MARTINI introduces Rosato, a modern expression of the Italian aperitivo. Launching just in time for the warmer months, when friends head outdoors to entertain and unwind, one sip of MARTINI Rosato will transport you to your very own Italian Terrazza.
Throughout Europe, café culture predominates over cocktail culture and MARTINI is a household name. Inspired by this European way of life, an aperitivo culture is emerging in the US, spearheaded by talented mixologists and discerning consumers who are showing interest in these dynamic spirits and cocktails. Some of the country’s premier mixology bars are even featuring sections on their menus dedicated to aperitivos and aperitivo cocktails.
The inspiration for MARTINI Rosato was taken directly from the personal tasting notes of Luigi Rossi, one of the house’s legendary namesakes. Handcrafted by MARTINI artisans with a masterful blend of red and white wines and Mediterranean aromatics, MARTINI Rosato will be available in the US this spring for the first time. The nose combines crisp aromatics such as raspberry, lemon and citrus, enhanced by the warm, soft-toned notes of cloves, nutmeg and spice. Tasting begins with a burst of freshness brought on by the fruits, followed by deeply balanced spicy notes. The delicate character of MARTINI Rosato stimulates the senses and awakens the palate.
While many Italians prefer their MARTINI on the rocks, MARTINI Rosato also comes alive in a number of stylish, yet simple cocktails. Combine MARTINI Rosato with pomegranate juice to create the signature MARTINI Melograno. For an aperitivo with a bit of sparkle, top MARTINI Rosato and ice with MARTINI Prosecco, to create the crisp and refreshing Rosato Royale. MARTINI Rosato joins an already successful portfolio of aperitivos, including the classic MARTINI Bianco, which is famously enjoyed on ice with a slice of lemon. For group entertaining this spring and summer, MARTINI Rosato Punch is both chic and seasonal. Mix MARTINI Rosato, pineapple juice, lime juice and Grey Goose® Vodka. Stirring in slices of ripe fruits, such as passion fruit or kiwi, adds a personal touch.
Throughout Europe the MARTINI name is synonymous with style and sophistication. With the Terrazza MARTINI, eight lounges located in Europe and South America where celebrities and artists of the 1950s and 1960s spent time relaxing and soaking in local culture and luxury, MARTINI singlehandedly glamorized and popularized the aperitivo culture. The Terrazza MARTINI was frequented by myriad cultural icons including directors, actors and actresses, musicians, athletes and artists. To this day, the tradition of the Terrazza MARTINI continues at the current locations in Milan and Pessione. Noted mixologist and MARTINI Global Brand Ambassador Giuseppe Gallo explains, “Growing up in Italy means growing up knowing about MARTINI. For me, getting together with friends to enjoy MARTINI aperitivos brings me home to the Amalfi Coast, no matter where I am.”
http://inthemix.on-premise.com/2010/04/martini-rossi-launches-rosato/
