Ketel One Launches Global Martini Cocktail Route
The month-long event highlights creative Martini variations at bars across 16 major cities worldwide.
Updated on Oct. 15, 2026 in Cocktails
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Ketel One has introduced a global Martini Cocktail Route that spans 16 cities throughout October 2026. This initiative highlights innovative variations of the classic drink at select venues to celebrate modern cocktail culture.
Why it matters
The route aims to showcase how global bars are redefining the traditional Martini serve. By partnering with renowned establishments, Ketel One seeks to elevate the profile of the cocktail during the industry-recognized World's 50 Best Bars ceremony.
The global event encompasses 16 distinct cities and is being led by Ketel One as the official vodka partner. Participating venues provide guests with a local map and a digital QR code for access to the full route.
The players
Ketel One
Ketel One is an international vodka brand produced by the Nolet family.
The Connaught
The Connaught is a world-renowned hotel bar located in London.
Sips
Sips is an acclaimed cocktail bar based in Barcelona.
Angelita
Angelita is a notable bar participating in the Martini Cocktail Route located in Madrid.
Alquimico
Alquimico is a recognized venue participating in the route.
The details
Participating bars, including London's The Connaught, Barcelona's Sips, and Madrid's Angelita, offer dedicated, co-branded Ketel One Martini menus. The route coincides with The World's 50 Best Bars ceremony to highlight bars that are actively transforming the Martini craft.
Timeline
1 October 2026: The global cocktail route officially launched.
7 October 2026: A special event was held in Milan.
October 2026: The route lasts for the duration of the month.
Culture Shift
The campaign reflects a broader trend of spirit brands engaging directly with the craft cocktail community to maintain relevance. This move follows a pattern set by The World's 50 Best Bars ceremony by centering brand visibility around prestigious industry awards.
Visitors to participating venues can access exclusive co-branded menus and unique drink variations during the month of October. Guests can utilize provided city maps or QR codes to navigate the participating establishments in their area.
The takeaway
The Martini Cocktail Route demonstrates how brands are leveraging curated experiences to deepen consumer engagement with classic cocktail menus. Travelers and locals can use this event to explore highly-regarded bars that are currently innovating on traditional drink recipes.
Further reading
Discover more about the latest industry trends by visiting our Cocktails section.
Source note: This article includes information reported by The Spirits Business.
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