Timeless Cool of Martini & Rossi Goes Beyond James Bond

The Italian wine in 007's signature drink is shaking up cocktail culture all over again

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This is the story of a famous brand that makes a famous wine. That famous wine is also an integral ingredient in a famous cocktail.

However, before we can talk about Martini & Rossi vermouth, we must address a certain cocktail commonly ordered by a man named Bond—James Bond.

Ian Fleming’s swashbuckling MI6 agent was a complicated man, but his drink of choice was simple: the vodka martini. (It required a splash of vermouth and, as we know, was shaken and not stirred.)



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This story first appeared in the Nov. 15, 2021, issue of Adweek magazine. Click here to subscribe.