- Jonathan Bailey has signed a multi-year partnership with Italian aperitivo brand MARTINI, stepping into the role of "The MARTINI Man" and joining a lineage of Hollywood stars who have fronted the iconic brand.
- The campaign launches globally across TV, streaming, digital, social, and experiential channels, anchored by a cinematic short film set on the sun-drenched coast just outside Venice, where Bailey navigates a series of stylish Italian-inspired initiations.
- The campaign centers on the MARTINI Spritz Collection, led by the MARTINI Bianco Spritz, tapping into a US spritz category now valued at $402M and growing at 17% CAGR over the last five years.
- Real-world activations will include a summer takeover of Milan and TERRAZZA MARTINI events across key cities including Madrid, Berlin, New York, and Biarritz.
MARTINI has officially unveiled Jonathan Bailey as “The MARTINI Man” in a multi-year campaign announced June 9, 2026, deepening a partnership that began with the brand’s “Off Script” summer campaign in 2025.
The new campaign features Bailey arriving at the Venetian coast in a 1970s MARTINI Racing car, welcomed by an enigmatic Maestro who guides him through the art of sprezzatura, the effortless confidence at the heart of Italian culture and the MARTINI brand.
MARTINI has a storied history of A-list Hollywood partnerships, previously enlisting George Clooney and Charlize Theron as the faces of the brand, making Bailey’s back-to-back appearances a signal of serious, long-term investment in the actor’s cultural cachet.
On the career front, Bailey is riding one of the busiest stretches of his professional life. After his acclaimed performance as Fiyero in Wicked (2024) alongside Ariana Grande and Cynthia Erivo, and starring as palaeontologist Dr. Henry Loomis in Jurassic World: Rebirth (2025), Bailey reprised his career-defining role as Anthony Bridgerton in Bridgerton Season 4, which premiered on Netflix in early 2026.
Off-screen, Bailey holds brand partnerships with Loewe, Omega, and Android, the MARTINI deal now adding a prestige spirits partnership to that portfolio.
Just as Jacob Elordi fronted Chanel’s cinematic Bleu de Chanel campaign and Harrison Ford partnered with Glenmorangie for a whisky campaign built on character, Bailey’s MARTINI partnership follows the same playbook: matching a magnetic screen presence to a brand with deep cultural heritage.
Takeaways
This isn’t just a celebrity endorsement, it’s a brand building a multi-year narrative with one of entertainment’s most bankable faces. Bailey’s return for a second consecutive summer as The MARTINI Man tells us MARTINI isn’t chasing fleeting trend cycles; they’re planting a flag.
By anchoring a booming spritz category to a face that connects with younger, culturally engaged audiences, they’re executing a play that bridges heritage prestige and modern cool simultaneously.
The decision to shoot near Venice, invoke racing history, and style Bailey through “Italian initiations” also shows a brand leaning into storytelling depth, not just logo placement.
For Jonathan Bailey, this cements his identity beyond the screen. Between Loewe, Omega, and now MARTINI as a multi-year partner, he’s building a portfolio that reflects considered taste rather than volume, exactly the kind of brand positioning that extends a star’s longevity well past any single franchise.
With MARTINI committing to a multi-year deal, does this signal the brand is moving away from rotating celebrity faces in favor of a longer-term identity strategy? Can Bailey’s massive Bridgerton and Wicked fan base meaningfully shift purchasing behavior in the premium aperitivo category?
