In 1974, Count Gregorio Rossi di Montelera of Martini & Rossi worked with Porsche to build a road-legal 917 that he drove the following year from Stuttgart to Paris on public roads.

Alessandro Martini and Luigi Rossi started out in 1863 making a vermouth with “aromatic botanicals,” and sparkling wines with “golden effervescence.” They did pretty well.

During Prohibition, Martini & Rossi launched its first non-alcoholic vermouths. Now "a heightened desire for mindful cocktails" has led to modern-day equivalents.