L'Italo-Americano

THURSDAY, APRIL 16, 2015 www.italoamericano.org L'Italo-Americano 3 o f t h e c o m p a n y ' s h i s t o r y . Martini, an enterprising soul, decided to share the company's profits in 1851. A few years later, Carlo Re died and the com- pany was forced to reorganize. In 1863 Mr. Martini and Mr. Sola, with distiller Luigi Rossi as the third partner, got together and started running a business mainly based on the production of vermouth, which they later e x t e n d e d t o A s t i M a r t i n i spumante, Fernet, Bitter, and China. At the turn of the new centu- r y , t h e c o m p a n y l a u n c h e d Martini Extra Dry, introduced to the market to ring in the New Year. With the death of both of the men who gave the company its name, Rossi's sons took over the management: first, Teofilo and Cesare, and later on Enrico and Ernesto, all tried to build relations abroad by launching s u b s i d i a r y c o m p a n i e s i n Belgium, France, and England. Year after year, the company l a u n c h e d n e w p r o d u c t s t h a t increased its success all over Italy, to the point that Teofilo, who was mayor of Turin at the time, was given the noble title of Count of Montelera by Victor Emmanuel II. D u r i n g t h e c o u r s e o f t w o World Wars, Martini & Rossi went through tough times, nev- ertheless the family always tried to protect its employees and m a i n t a i n f u l l e m p l o y m e n t throughout the conflicts, at the cost of enormous sacrifice. Only in the '50s, with the beginning o f a n e w e r a f o r t h e I t a l i a n e c o n o m y , d i d t h e c o m p a n y manage to introduce innovative techniques to reestablish itself i n t h e d o m e s t i c a n d f o r e i g n markets. Since then, the compa- ny has been a worldwide icon, thanks to its most successful products like Eristoff Vodka, C h i n a M a r t i n i , S p u m a n t e Riesling Italico Martini. T h e M u s e u m s a n d C a s a Martini It is called Museum of the H i s t o r y o f E n o l o g y M a r t i n i because, while telling the story of the popular Italian brand, it also reflects the passion for a r c h e o l o g y o f L a n d o R o s s i Montelera, grandson of founder Luigi Rossi and the company's CEO at that time. The museum officially opened in 1961, when the celebrations of the 100 hun- dred years from unification of Italy occurred, and it is now c o n s i d e r e d o n e o f t h e m o s t interesting European museums dedicated to wine and enology. The museum was designed by Oberto Spinola and includes sixteen rooms taken from the cellars of the 18th century villa, the first Martini & Rossi house in Chieri. Starting from the pri- vate collection of Lando Rossi o f M o n t e l e r a , t o g e t h e r w i t h C a s a M a r t i n i P e s s i o n e a n d Martini World Gallery, it is now seen as a cultural and his- torical center. T h e M u s e u m , c o n t a i n i n g more than six-hundred pieces, is Dear friends, E f f e c t i v e A p r i l 1 6 , 2 0 1 5 , L ' I t a l o - A m e r i c a n o w i l l m o v e from a weekly to a bi-weekly print schedule, with twice the number of pages (48 pages per issue, instead of 24). We are con- fident that this important change will favorably impact the quality and depth of our print and online content while significantly reduc- i n g o u r o p e r a t i n g c o s t s . A s a result, we can refocus some of our resources into providing you with a richer online experience, more personalized and dynamic content, real-time updates and downloadable electronic editions. Thank you for your continuing support and valuable feedback as we move through this challenging transition. 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Sincerely, organized according to ancient rituals and symbolic objects, amphorae and vases of ancient times from the second millenni- u m B C u n t i l t h e R o m a n Imperial age. The collection follows a specific path, linking wine to human history through the centuries. The World Martini gallery extends over 500 square meters, next to the wine museum. More than an exhibition, the gallery represents the result of a long research, restoration and reorga- nization of the historical com- pany. Walking through seven distinct sections, pictures and documents tell the story of the men and the projects that made the brand famous in the world. The journey through multime- dia technology leads to an inter- active experience along more than a century and a half of his- tory. Finally, opened in 2008, the Visitor Centre, today known as Casa Martini, represents the company's heritage and com- munications history. What you find here is the brand on its var- ious forms in different eras, communicating the company culture to the public. T o d a y , t o g e t h e r w i t h t h e internet, the museum remains one of the best place to learn about the history of wine in its social, economic, and cultural aspects, and the first and only institution to relate the history of this iconic brand in such an exhaustive way. The Museum of History of Enology Martini opened in 1961, when the celebration of the 100 years from unification of Italy occurred From the director Continued from page 1

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