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The Martini business model was to produce large quantities of many different wines, mostly red, and sell them at modest prices. This was a disadvantage by the 1980s and 1990s, when white wine was more popular and pricier wines were selling well. The fourth generation of the Martini family was not interested in working in the winery.
Martini & Rossi is an Italian multinational alcoholic beverage company primarily associated with the Martini brand of vermouth and also with sparkling wine (for example, Asti). It also produces the French vermouth, Noilly Prat .
Called the "dean of American winemakers", industry pioneers, such as Rev. John Staten of Field Stone Winery, Robert Mondavi, Louis Martini, Rob Davis of Jordan Vineyard & Winery, Joel Aiken, Michael Silacci of Opus One, Greg La Follette, of Ancient Oak, and Rick Sayre of Rodney Strong Wine Estates, considered him their mentor.
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Some wineries managed to survive by making wine for religious services. However, grape growers prospered. Because making up to 200 US gallons (760 L) of wine at home per year was legal, such production increased from an estimated 4,000,000 US gallons (15,000,000 L) before Prohibition to 90,000,000 US gallons (340,000,000 L) five years after the imposition of the law.
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Alessandro Martini. Alessandro Martini (16 May 1812 – 14 March 1905) [1] was an Italian businessman, founder of one of the most important vermouth companies in the world, Martini & Rossi, which produces the Martini vermouth. In 1830 he purchased a small wine company situated very close to Turin. In 1847 several Italian businessmen started ...
Clemente Michel, Carlo Re, Carlo Agnelli and Eligio Baudino started the company in 1847, as a vermouth bottling plant in Pessione.A few years later Alessandro Martini joined the team, becoming the director in 1863 along with Teofilo Sola and Luigi Rossi (who was the inventor of a vermouth).