05-05-2025
Bond's Martini ‘becoming more popular than sweet cocktails'
It's the drink that 007 James Bond made famous with his 'shaken, not stirred' catchphrase.
And British drinkers are now returning to the classic Martini, moving away from sugary and fruit-heavy cocktails.
The classic cocktail – made with gin or vodka and dry vermouth, served with an olive or lemon twist – has seen renewed popularity in London, where bars are reporting growing demand.
The Connaught Hotel, known for its Martini trolley, serves approximately 16,000 Martinis annually. The newly opened Dover has introduced a menu devoted entirely to the drink, while Selfridges' rooftop restaurant, Alto by San Carlo, offers seven variations
Retail figures reflect the shift. Sales of pre-mixed canned Martinis have risen by 200 per cent at Selfridges over the past year, with the Whitebox Dirty Martini the bestselling variety.
Vodka sales at the retailer have increased by 35 per cent, while sales of cocktail olives are up 95 per cent, most notably large jars of Perelló Picante Pitted Olives.
There are differing views on how a Martini should be served, but a classic Martini is made with a white spirit and dry vermouth, typically stirred (not shaken) over ice and served in a chilled Martini glass.
However, the revival has been accompanied by new interpretations of the traditional recipe. One trend gaining popularity is the 'Mini Martini' , a smaller 100ml serve designed to be consumed in a few sips, offered at venues such as Rita's, a London bar and restaurant frequented by pop star Dua Lipa.
Another is the pairing of Martinis with chips, known as the 'adult happy meal', a combination that became popular in New York and has since appeared in UK bars.
Selfridges has named the Martini one of its SS25 Obsessions – latest trends – and has dedicated a window display at its Oxford Street store to the cocktail, featuring a 1980s-style bar and Martini hatch. Across its restaurants and bars, the retailer is serving 16 Martini variations
Neil McDonald, the Selfridges beer, wines and spirits buyer said: 'The Martini is really having a moment. It's fantastic to see it rising up the drinks list.
'It's an incredibly versatile cocktail with something for everyone to enjoy, from an Espresso Martini to a dirty or even extra dry.
'We're truly obsessed with this elegant cocktail and our customers are too!'
The hashtag #martini has attracted more than three million posts on Instagram, while a recent TikTok video demonstrating a 'hot and dirty' Martini with chilli has received nearly half a million likes.
