• by Fern Siegel , Yesterday

Martini, the 162-year-old Italian aperitivo brand, has a new Martini Man. Actor Jonathan Bailey ("Bridgerton," "Wicked") stars in a new TV spot for the dry vermouth, following in the steps of George Clooney and Jude Law.

Shot in Southern Italy, Ogilvy's creative — "Off Script" — invites consumers to embrace spontaneity and try the Martini Spritz. The spot is part of the brand's "Dare To Be" platform.

The campaign airs globally across earned and owned channels, Instagram, TikTok, Facebook and YouTube in the U.S., U.K., Spain, Italy, Poland, Belgium, Netherlands, Germany and other markets in Eastern Europe and AMEA.

“Unplanned moments end up being the most unforgettable. This summer, I invite everyone to take a breath, dive in, swerve off piste and be playful. Live a little differently, with a Martini Spritz in hand,” said Bailey.

The aperitivo subcategory is now estimated at nearly $11 billion globally and expected to increase in sales by 6% in 2025, according to alcohol analytics provider IWSR.

Martini reports six years of consecutive global sales growth. In addition to vermouth, the brand also includes sparkling wine and non-alcoholic aperitivo.

The Martini brand is owned by Bacardi Limited. Its portfolio comprises more than 200 labels, such as Bacardi rum Grey Goose vodka, Dewar's Scotch whisky and Patrón tequila.