In 1847, two men were lucky enough to meet in Turin. One was Alessandero Martini - a wine merchant. The other was Luigi Rossi - a master herbalist. Together they realised that their skills perfectly complemented each other. They shared a unique passion for new flavours and ideas, but also for fun – for ‘Gioia di Vivere’. And they hoped that the drinks they were creating would inspire the same feeling in all who tasted them. After much experimentation, they created a drink full of life and flavor to launch their new company, Martini & Rossi. The drink was none other than the now world famous MARTINI Rosso. In the 1910s, the sons of Luigi Rossi inherit their father’s company and create MARTINI Bianco. The famous artist Marcello Dudovich created the iconic La Dama Bianca (The woman in white) poster to make their debut drink legendary. For Martini & Rossi, the adventurous attitude was infectious. The more they experimented, the more they succeeded. And the more they succeeded, the more they wanted to experiment. Their next sparkling success was the MARTINI Asti Spumante, a sparkling white wine from the vineyard-rich Canelli region. True to their company’s motto Volere é potere – “Where there’s a will, there’s a way” – their products capture imaginations, and prestigious international prizes, across the globe. By 1912, their drinks had reached 70 countries including Germany, Spain, Russia and the United States.