Martini Culture Is Getting Getting More Personal

Forbes

19-06-2025

Clarified martinis, savory infusions and bold garnishes are redefining the classic cocktail in bars across the country.
The martini is no longer a fixed idea. What was once a precise formula—gin or vodka with dry vermouth, stirred, served up—is now a broader category open to experimentation and reinterpretation.
'There are plenty of ways to exercise creativity to produce a new variation on the classic martini,' says Maura Milia, a global brand ambassador for Italian vermouth maker Martini, via Zoom.
Although the classic martini serve has evolved, Milia specifies the baseline for the cocktail is still the same with two main ingredients. First is the base (gin or vodka) and second is dry vermouth. (And martinis should actually be stirred, not shaken.)
Martinis continue to hold a strong presence in the U.S. cocktail scene, with 20% of on-premise cocktail consumers ordering them at bars and restaurants, according to CGA by NIQ's 2024 Cocktails Report. The preference spans across all age groups, indicating the martini's staying power even as tastes shift. The espresso martini, for instance, stands out for its rapid rise over the last few years. Between the third and fourth quarters of 2023, it rose from eighth to fourth in U.S. cocktail sales, growing 91%. In 2024, its sales increased another 116% annually.
Despite its minimalist origin, the modern martini has become a canvas for invention. Variations stretch beyond ratios and ingredients. Bartenders now infuse base spirits with herbs, substitute vermouths or reimagine the serve altogether. What was once a straightforward cocktail has grown more flexible and more personal.
Some of the changes are subtle, others far more radical. 'Since I'm based in Mexico, I have access to all different ingredients from Europe or the rest of the world,' Milia says. 'I was pleasantly surprised by trying a martini that was infused with Hoja Santa, which is known as Mexican peppermint. It gave the martini this very aromatic and herbal aftertaste while keeping the flavors crisp and sharp.'
These adaptations aren't necessarily new, but their frequency and visibility are increasing. Even the most debated versions, like the dirty martini, are being reconsidered.
'Many consumers have different tastes and preferences, so it's a good thing that dirty martinis are evolving,' she says. 'As new generations develop their palate, cocktails that we all know and love will need to evolve to cater to these new tastes.'
At the center of this shift is the drinker's desire for control and variation. Fewer people are ordering martinis exactly by the book. Instead, they're seeking precision and customization. The structure of the drink is an invitation to modify, but the process demands restraint.
'Like most things in mixology, it's all about balance,' she says. 'The precision comes at the beginning, with only two core ingredients, and then the mixologist can add their personal flair.'
Proper technique affects more than presentation, and with so many variations, simplicity can show the drink was made with care. That said, temperature and dilution are often overlooked by casual drinkers, but they are critical.
'In a classic martini, the correct dilution is essential to soften the alcohol and open up the botanicals,' Milia explains. 'Over stirring or over shaking will make the martini watery and flat, which loses the silky texture while under diluting will create an unbalanced and hard to drink martini.'
The growing diversity of ingredients also plays a role. Milia notes that most people assume dry vermouth is essential, but other types are worth attention, such as white vermouth. That blend offers an alternative for those unsure about the traditional version.
'It has subtle sweet vanilla flavors, and it falls right in the middle of sweet and dry,' she says. 'This balanced profile makes it a more approachable variation.'
The rise of the 'filthy martini,' a version made with little or no vermouth and house-made brines, is also changing expectations. Milia says that modern drinkers are 'starting to prefer less-strong, more approachable serves, without giving up the martini all together.' Customization extends to the garnish, the brine and even the dilution method. The result is a drink that looks familiar but rarely tastes the same twice.
Still, not every modification works. Too much experimentation without focus can lead to imbalance.
'I think a cocktail only becomes gimmicky when it isn't thoughtfully crafted,' Milia says. 'When too many ingredients and flavors are mixed, without attention to detail and thought for what the consumer desires, it can often be overstimulating and look to be doing too much.'