Bridgerton, Wicked, Jurassic World: Rebirth are just some titles starring global sensation Jonathan Bailey, aka the Internet’s newest man crush! With his charming looks and media appearances, the gay actor has garnered a fan base that swoons over every single one of his moves. Well, now the fanbase has one more reason to do so, as the actor has just been announced as the face of the global dry vermouth brand Martini. In a summer-inspired ad for the brand, Bailey can be seen embracing his new gig of being the ultimate’Martini Man’ and honestly, we aren’t complaining!
In an ad film titled ‘Off The Script’, Bailey can be seen exchanging his script for a Martini Spritz in Italy’s Puglia. The ad film will be a part of the ‘Dare To Be’ campaign helmed by Ogilvy, a leading advertising company.
The ad film was filmed during Bailey’s tail end of his trip in Italy. The 37-year-old actor has been visiting Italy during the summer for quite some time, and this makes it even more fitting for the Italian aperitif brand to announce him as their newest brand ambassador.
Jonathan Bailey’s association with Martini will mark a new chapter for this brand, encompassing a legacy of well over 163 years. The Wicked actor has a massive following among millennials and the Gen Z, so Martini has tapped into it to sell their brand to a younger, more conscious and open-to-experiment audience.
The actor added to this announcement saying that, “It’s an honor to be the Martini Man for 2025 this summer”. Bailey, who frequents Italy and is totally in love with the country’s heritage, feels deeply honored to represent an Italian brand that rules over millions of people across the world – and not just in Italy.
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However, Bailey isn’t the first actor to be associated with this Italian aperitif brand. Hollywood royalty George Clooney and Charlize Theron have both been the face of Martini, helping the brand expand outside Italy and take over the world as the go-to vermouth brand. And now, Jonathan Bailey steps in to take the brand to a newer, younger, and a vastly different audience than Martini’s original consumer base.
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Founded in 1863, Martini was initially known as Martini & Rossi, a branding that paid homage to Alessandro Martini and Luigi Rossi, two of the most influential men in the brand’s history. The duo was responsible for operating the National Wine & Spirits Distillery in a small Italian village near Turin and it is because of their efforts that the brand is what it is today.
The brand offers vermouth, its most iconic offering, as well as sparkling wine and non-alcoholic drinks and ready-to-drink cocktails. As for its vermouth, it packs an alcohol by volume (ABV) typically of 15%. Its sparkling wines have an ABV that ranges between 7.5% and 11.5% whereas the ready-to-drink cocktails pack an ABV of 8%.
Martini’s iconic vermouth starts at around INR 1900 in Mumbai, Maharashtra and is available in select premium alcohol retail stores in India.
Also Read Aperitif and Digestif: Know the Differences
The brand is about to witness a boom like many other aperitifs brands – this is because aperitifs are rising in popularity among the newer, younger audiences. Gone are the days when whisky and wine were the sole drinks serving our occasions. Today’s audience is more open to experimenting with newer liquors and liqueurs as well as newer ways of celebrating the ‘art of alcohol’.
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The rise in the popularity of aperitifs or pre-dinner drinks to put it simply, is indicative of how today’s consumers are trying out newer ways of drinking by making it a more immersive experience that’s not just about the liquor in hand but also about when and where you have it.
Are you ready to witness Jonathan Bailey’s stint as the Martini Man of summer 2025? If you ask, we’re seated! The Bridgerton actor is a globally loved celebrity not just for his acting chops but also for his media appearances, impeccable styling, and philanthropic work. Now, the actor is ready to don another feather in his cap with the announcement as the newest face of Martini. Rooted in tradition, it’ll be interesting to see how Martini taps into the younger audience with Bailey at the forefront of their ad campaigns.
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