BAR BRERA AND PERONI AT FUORISALONE 2026
17 April 2026
MARTINI® SIGNS BAR BRERA: THE VENUE BECOMES A BRAND SPACE DEDICATED TO THE WORLD OF SPRITZ
12-month partnership in the heart of Milan: Bar Brera is reimagined as a brand integration format within the bar channel, focused on spritz culture and the Italian aperitivo experience.
Milan, May 11, 2026 – MARTINI® and Bar Brera announce a 12-month partnership that will transform the historic Milanese venue into a brand space dedicated to the world of spritz and aperitivo culture.
The project introduces a continuous brand integration format within the bar channel, featuring a setup and visual identity inspired by the MARTINI® universe that will involve the entire Bar Brera venue.
The initiative represents a structured collaboration model between brand and venue — a natural meeting point between two Italian realities that have followed parallel paths for generations and now choose to share the same table, united by the belief that the true aperitivo — the kind that takes its time — remains one of the certainties of Made in Italy.
The goal is to create a recognizable and identity-driven space where hospitality, design, and drinking culture coexist within one unique experience.
At the center of the beverage offering is the iconic MARTINI Bianco Spritz which, aromatic, fresh, and lightly sparkling, expresses the unique encounter between the elegance of white vermouth and the carefree spirit of prosecco.
Completing the drink list are the MARTINI Bitter Spritz, the alcohol-free MARTINI Vibrante Spritz, and the timeless MARTINI Americano, for a taste experience designed to satisfy every palate.
The project will also include initiatives dedicated to the public, with a focus on cocktail culture and the Italian aperitivo tradition as distinctive elements of the brand’s positioning.
To celebrate this new partnership, on May 21, 2026, a series of evening events featuring music, spritz, and MARTINI® signature cocktails will inaugurate the Bar Brera atmosphere at sunset, under the title CIAO! Terrazza MARTINI, in collaboration with Ciao. Discoteca Italiana.
The concept translates into a tailor-made visual storytelling project enriched by the contribution of Ciao. Discoteca Italiana, which for the occasion will curate the musical entertainment during the opening night and create three original posters that guests will be able to discover and receive as a gift with the purchase of a MARTINI® drink.
Each artwork draws inspiration from one of the brand’s key themes — Terrazza MARTINI, the aperitivo hour, and the MARTINI Bianco Spritz — telling their story through symbolic and evocative imagery celebrating connection, anticipation, and the conviviality of a shared toast.
The partnership between MARTINI® and Bar Brera introduces a continuous collaboration format between beverage brand and venue, with interventions focused on identity and customer experience.
MARTINI®
One of the world’s most iconic brands, MARTINI® is a leading name in the Italian alcoholic beverage industry, offering premium sparkling wines and aromatized wines. The MARTINI aperitif range, known for its award-winning bittersweet flavor, is the result of blending recipes featuring over 40 botanical ingredients sourced from the finest natural ingredients around the world.
The MARTINI portfolio includes: MARTINI Bianco, MARTINI Rosso, MARTINI Extra Dry, MARTINI Bitter, MARTINI Riserva Speciale Rubino, MARTINI Riserva Speciale Bitter, MARTINI Asti, MARTINI Prosecco. Founded in Turin in 1863, the MARTINI brand is part of the Bacardi Limited portfolio, headquartered in Hamilton, Bermuda, and continues to be a market leader within its category. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
MARTINI, MARTINI DARE TO BE and the BALL & BAR LOGO are registered trademarks.
BAR BRERA – Via Brera 23, Milan
Bar Brera traces its roots back to the late 19th century, when it was founded as a gathering place and cultural landmark in Milan’s Brera district. More than just a venue, it is considered an icon of the city’s collective imagination. Over the years, it has hosted renowned personalities from the worlds of Italian and international culture, music, and art, and still today remains a meeting point for journalists and writers.
