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Dolce & Gabbana and Martini enter the beverage industry with cross-border cooperation
Dolce & Gabbana, the renowned Italian fashion house, has taken a bold step into the world of beverages by collaborating with Bacardi’s Martini Absinthe. This marks their first co-branded drink, showcasing a rare and unique expansion beyond their traditional fashion domain. The launch, which took place this month, highlights the brand's growing interest in diversifying its portfolio.
The collaboration was officially announced on June 10, with the new beverage designed by Domenico Dolce and Stefano Gabbana set to be showcased at the upcoming Milan Men’s Fashion Week. The designers have always been known for their creative vision, and this venture reflects their desire to explore new avenues while staying true to their brand identity.
In a statement, Dolce & Gabbana emphasized that this partnership is an extension of a long-standing relationship that began over a decade ago. “Through joint efforts, this new project strengthens our ongoing collaboration,†the statement read, highlighting the deep connection between the two brands.
While many fashion houses have ventured into areas like jewelry, home décor, or even hospitality during economic downturns, Dolce & Gabbana has remained cautious about diversification. However, this move into the wine and spirits industry represents a significant milestone for the brand. It follows their earlier collaboration with Motorola five years ago, when they launched a co-branded mobile phone.
As part of the Martini partnership, the designers have also opened exclusive bars and specialty stores in Milan and Shanghai, further integrating their aesthetic into the lifestyle experience. Alongside the beverage launch, they introduced a new men’s collection, reinforcing their commitment to the menswear market.
Bacardi, the Bermuda-based company that owns the Martini vermouth brand, will handle the production and distribution of the new drink. This strategic alliance allows both parties to leverage each other’s strengths and reach a broader audience.
To celebrate the 20th anniversary of their Menswear line, Dolce & Gabbana will host a special event from June 19 to 20, marking another chapter in their storied history. This latest endeavor not only showcases their creative versatility but also underscores their ambition to remain at the forefront of global fashion and lifestyle innovation.