There are competing stories concerning the origin of the martini. According to the city of Martinez, CA, the martini’s predecessor was concocted there in 1849. Then called the “Martinez,” the drink consisted of one part Sauterne wine and three parts gin, stirred with ice and garnished with an olive. The Martinez spread to nearby San Francisco and beyond, eventually evolving into the classic gin martini and, later, the vodka martini.
Another rendition of this story suggests the drink originated at the Occidental Hotel in San Francisco around the same time and was created by famed bartender Jerry Thomas.
Regardless of where the martini came from, the drink has endured, while contemporaries like the Manhattan fell out of fashion for decades. This is likely because the martini is so adaptable, spurring new generations to create their own versions that align with contemporary tastes.
What’s currently trending with this versatile and ever-popular cocktail?
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Popular Martini Variations
The Espresso Martini has lately enjoyed a revival as new generations discover the buzzy appeal of pairing alcohol with caffeine. It doesn’t hurt that this cute beverage, with a foamy top and a garnish of three espresso beans, is eminently Insta-worthy.
Purists will say this drink isn’t technically a martini — as it lacks the requisite vermouth and is sometimes served in a coupe glass. Still, the combination of vodka, espresso, and coffee liqueur is delectable enough to overcome these minor departures from tradition.
The beachy Lychee Martini is another current fave, thanks to an upgrade to fresh tropical fruit (versus canned). With vodka, vermouth, simple syrup, lime juice, and fresh lychees for garnish, this refreshing cocktail is trending among a crowd that wasn’t even born when the drink originally gained popularity in the 1990s.
Rounding out the roster of modern martinis are variations on the classic Dirty Martini (with a splash of pickle juice replacing the olive juice, for example), along with the Cucumber Wasabi Martini, which perfectly pairs fresh and spicy trends.
These versatile cocktails may complement meals better than sweeter versions like the Lemon Drop Martini.
Trends in Seasonal Ingredients
Drink trends often follow food trends. Thus, the beverage market is starting to see more use of fresh, seasonal ingredients like fruits and vegetables — think fresh lychees, cranberries, and cherries versus canned — in keeping with creating a curated, luxury experience.
In addition to the fresh fruits of summer, tastemakers are moving away from the oversaturated pumpkin spice platform of fall and winter to explore new avenues like maple syrup, apple cider, and pecan pie. Savory herbs are also on the menu; the Mistletoe Martini features rosemary and sage to complement cranberry juice and elderflower liqueur.
Related: Upcoming Webinar: Symrise North America 2025 Top Trends
Low- and No-Alcohol Martinis
Movements like Dry January, Dry July, and Sober October continue to gain steam among sober-curious millennials and Gen Zers. Fancy mocktails are now standard additions to restaurant and bar menus, and alcohol-free bars like Sans Bar in Austin, TX, and Hekate Café & Elixir Lounge in NYC have solid followings.
A recent study on global drinking habits revealed that 10 countries, including the United States, saw a collective uptick of 61 million buyers in the non-alcoholic beverage market between 2022 and 2024, while the low-alcohol segment grew by 38 million.
With sales of alcohol-free bevs expected to swell by $4 billion by 2028, swapping out the vodka in a martini for a non-alcoholic imitation is a great way for businesses to cater to drinking and sober crowds alike.
Moving Martinis Forward
The beauty of the martini is that it starts simple and allows for endless variations. With trends like fresh, seasonal ingredients, updated nostalgia, and dry drinking pushing the market forward, restaurants, bars, and mixologists have room to grow.
To learn more about Symrise and more food trend insights, contact the team today!
