The simple yet sophisticated Martini has never truly left the cocktail stage since its inception 100-plus years ago, notes Charles Joly, bar partner at Virgin Hotels New York. “Even before other craft cocktails saw a resurgence, you could find people sipping Martinis at steak houses across the country,” he says. “The return to a very classic Martini service came along with the modern cocktail renaissance in the 2000s. As more bartenders were digging into cocktail history and learning the roots of the great classics, the old way of doing things was revived, and this was also when high-quality vermouths and countless styles of bitters were becoming readily available.” He adds that the Martini has only gotten more popular. “Every bartender seems to have created their own ratios and added their own touches, garnishes, and theater,” Joly says. 

Alberto Soto, bar lead at Corzetti in San Francisco, similarly notes that the Martini has always been very popular. “We’ve seen a big return of the Espresso Martini in the past few years, but the traditional Martini is always a classic,” he says. “Its appeal lies in its simplicity and elegance, making it a natural choice for those seeking out more refined and spirit-forward options.” 

Indeed, there’s just something about the crisp, cold Martini that makes people wax poetic. “Sipping a Martini feels like an occasion for me; it’s so specific,” Joly says. “It’s one of the few cocktails that you’ll actually specify for an outing while you’re rounding up friends—when you’re in the mood for one, you know it before you even hit the bar.”

A Thing Of Beauty 

Many bartenders appreciate that the basic recipe of a Martini—gin or vodka, but most traditionally gin, plus vermouth—leaves a lot of room for customization and flair. “Experimenting with different types of vermouth, infusions, and garnishes allow for a more personalized experience while respecting the classic formula,” Soto says. “At Corzetti, we’ve embraced this by offering variations that highlight fresh, coastal ingredients, aligning with our Italian roots.” The restaurant’s Olive Leaf Martini ($18), created by beverage consultant Nora Furst, is an olive oil-washed mix of equal parts Sipsmith V.J.O.P. and Bordiga Occitan gins, plus Bordiga Bianco and Trincheri Dry vermouths, and house-made olive leaf tincture. “The Martini has stood the test of time, yet it never feels outdated, with an incredible ability to be both familiar and innovative at the same time,” Soto adds. “I also appreciate the artistry involved in crafting the perfect Martini—every detail matters. It’s a cocktail that requires care and attention, and when done right, it’s truly a thing of beauty.” 

Even if a guest is seeking a traditional Martini, there are many variations within that depending on their preferred base spirit and specific style specifications. “I always follow a guest’s guidelines, as Martini recipes can be adjusted according to personal taste—what’s dirty for some might be only slightly dirty for others, for example,” says Ana Moraes, head bartender of Bar Bastion, the cocktail lounge above the Michelin-starred Le Jardinier in New York City. “Creating the perfect Martini for customers is an art form, and that’s exactly why we introduced the Build-Your-Own Martini section to our menu. It allows customers to specify every detail of their order.” With the Build-Your-Own Martini ($26-$40 depending on spirit choice), Bar Bastion guests can choose their preferred brand of vodka or gin, then the style of Martini—classic, dry, extra dry, bone dry, 50/50, perfect, or dirty—and finally the garnish, from a selection of citrus twists, olives, or pickled onions. “I love the Martini’s elegance, simplicity, and versatility,” Moraes adds. “It can be tailored to fit a wide range of preferences. People who love gin may dislike vodka Martinis—the type of spirit can greatly impact the taste. Whether you like it extra dry, dirty with olive brine, or bone dry with a twist of lemon, there’s room for personal expression.”

At Bathtub Gin in New York City, head bartender and beverage director Brendan Bartley’s Silver Screen Martini ($19) is a buttered popcorn-infused mix of Ketel One vodka and Dolin Dry vermouth. “This is a unique style of Martini, while still keeping it rather simple—it literally tastes like movie popcorn,” Bartley notes, adding that he believes the Martini is so popular because it’s an all-occasion drink. “It’s a drink for any time and any time of year, and it’s also just a drink with no messing around—it’s to the point,” he says. “It’s just a few ingredients, served ice cold in an ice-cold glass. There’s a big difference between a good one and a bad one, which is interesting given how simple it is to make. The Martini will always be a staple in a bar.”

Meaghan Dorman, bar director and partner at the New York City bars Dear Irving and Raines Law Room, calls the Martini a “benchmark drink” that people will always gravitate back to. “I’ve noticed that the initial thirst for experimental cocktails we saw right after pandemic re-opening has waned a bit and people are really valuing quality and consistency in their drinks—with Martinis, people have expectations and also a comfort level with the cocktail, even if they’re ordering one with a newer spirit or slight riff,” she says, noting that her Gibson is one of the top three bestselling drinks at both Dear Irving Gramercy and Dear Irving on Hudson. The classic Martini twist ($19 at both locations) features Tanqueray No. Ten gin, Carpano Bianco vermouth, and onion brine. “I do think there’s more nuance in the family of classic Martinis with all the gins, vodkas, and vermouths available to us now, and new techniques like olive oil washes also can refresh a known formula,” Dorman adds.

At Starlite in San Francisco, the Dirty ’90s Martini ($20) by beverage director Scott Baird comprises extra virgin olive oil-infused Grey Goose vodka and a house-made brine mix comprising Giardino Mediterranean Dry vermouth, Lustau Manzanilla Papirusa Sherry, olive brine, and lemon brine. “This drink is a nod to the ’90s style Martini—it’s a shaken Dirty Martini at its core but we’ve upped the game with a better ingredient selection and some fun techniques,” Baird says. “Martinis are simply spirit, aromatized wine, and maybe some bitters—the recipe leaves a lot of options to express yourself.”

Indeed, the Martini can be as traditional or as personalized as the bartender—or customer—desires. At Nettare in Chicago, the Something Like a Dirty Martini ($17) blends giardiniera-washed PlayPen vodka, Rockwell Vermouth Co. Extra Dry vermouth, and Vargo Brother Ferments pickle brine. “We knew we needed some kind of Dirty Martini on our menu, but the question was how we would make it fit our concept, which highlights fresh, regional ingredients, enough to be put on the menu,” says owner and bartender Conner O’Byrne. “Besides using local vodka, the type and source of brine was the easiest target. Olives were out since the nearest we could source them was California, so one of our managers, Andres Magana, suggested using giardiniera. It doesn’t get much more Chicago than that, so we decided to fat-wash the vodka in the oil used to pack giardiniera to be the flavor component in concert with a small amount of locally made pickle brine to bring the salinity.”

At Virgin Hotels’ new bar concept The Riff Raff Club, Joly’s Tuxedo No. 39 ($25) is a take on a classic Martini spin-off, the Tuxedo, mixing Dorothy Parker gin, a house vermouth blend of Bordiga Extra Dry and Mulassano Bianco, Caffo Maraschino liqueur, Valdespino Inocente Fino Sherry, Bittered Sling Lem-Marrakech bitters, and a mist of St. George absinthe verte. “A well-made Martini is elegant, timeless, and comes with an air of sophistication about it,” Joly says. “There’s a ritual to creating the drink, regardless of whether it’s at a classic steak house like Keens in New York or being misted with lemon oil from a height at the Connaught Bar in London. It also has endless variations and is wildly customizable. The guest can choose their base spirit, vermouth type and ratio, garnishes, whether it’s shaken or stirred—how many other cocktails come with this much creative license?”

Endlessly Adaptable

Bar Bastion’s Moraes notes that customers enjoy when the bar team experiments with the Martini build to give this traditional drink an unexpected twist. “The Martini may be a classic cocktail with a rich history, but it’s also adaptable and can evolve with current trends,” she says. “A great bartender is one who can capture the expected flavors but also surprise the customer with a really subtle flourish.” Her Elite Status ($22) features Double Cross vodka, Iichiko Mugi shochu, house-made Champagne syrup, and a Pernod absinthe rinse, topped with a pinch of edible silver glitter.

“The Martini is so simple, yet there are so many ways to have one—standard, dry, 50/50, dirty, Gibson, the list goes on—and that doesn’t even touch the surface if you’re including all the variations that are constantly being invented by bartenders worldwide,” says Kevin Nguyen, bar lead at Camélia in Los Angeles. “It’s always been popular, at least within the hospitality industry, but there’s been a big uptick on the Martini-style cocktail gaining traction from more modern references like the Vesper and with new innovations toward spirits as a whole giving bartenders more ability to create something unique and novel. At Camélia, the most popular Martini we offer is my Decibel Martini, which is a cross between a Tuxedo No. 2 and a Lychee Martini.” The drink ($17) comprises Daiyame 25 sweet potato shochu, Haku vodka, Dolin Blanc and Dry vermouths, Kamoizumi umeshu, Luxardo Maraschino liqueur, a blend of Regans’ No. 6 Orange, Fee Brothers Orange, and Angostura Orange bitters, and a dash of Vieux Pontarlier absinthe. His Garden Kisses ($15), meanwhile, is a non-alcoholic drink that has similar flavors to a Bloody Martini, blending Seedlip Garden 108 non-alcoholic spirit, clarified beefsteak tomato juice, kombu dashi, tamari, lemon juice, vegetable glycerin, and citric acid. “My hope with the Martini is that people start experimenting with different spirits and really open their minds and palates up to unique and adventurous combinations,” Nguyen adds. 

Similar to Nguyen’s Martini riffs, which incorporate Japanese elements, the Driftwood ($19) created by head bartender Jane Boeve at New York City’s Dear Irving on Hudson mixes Sonbi gin, Mizu Saga barley shochu, Dolin Blanc vermouth, Jaywalk Heirloom rye whiskey, and fresh Thai basil leaves, topped with a few drops of Thai basil oil. Bartley’s Salted Plum Sake Martini ($20) at Bathtub Gin, meanwhile, features Revivalist Garden gin, Joto umeshu, and Dolin Dry vermouth, topped with a mist of saline.

While a classic gin- or vodka-based Martini will always be in demand, today’s bartenders are increasingly looking beyond these two spirits to see what other interesting Martini riffs can be created. At Claro in Brooklyn, New York, general manager Eric Torres’ El Pato Martini ($18) comprises spiced duck fat-washed El Buho mezcal, Cocchi Americano aperitif, and Dolin Dry vermouth, while at Dirty Habit in Washington, D.C., beverage director JR Rena’s Impromptu Martini ($20) blends Ron Zacapa 23 rum, Bodegas Baron Micaela Fino Sherry, H.M. Borges Verdelho Madeira, Lillet Blanc, and pickling liquid, and at The Regular in Denver, beverage director Bruce Martin Polack’s Liquid Black Gold ($19) mixes black truffle-infused Chihuahuan Desert sotol and olive juice.

“In the past five years or so bartenders have been adding their own creative flair to Martini-style cocktails, which is adding to the dynamics of the classic drink,” Polack says, adding that his Martini-style Tears Of Dawn’s Simplicity is a guest favorite. The drink ($19) splits the base between Kyoto Distillery Ki No Tea gin and Heiwa Kid Junmai sake for a lower abv than a traditional Martini, and it also features Oka Brand yuzu liqueur, house-made rice wine vinegar syrup, citric acid, and a spritz of orange blossom water. At Starlite, Baird’s Tulip Martini ($16) similarly aims for a lower abv: It blends equal parts Ford’s gin and Mommenpop Kumquat-Pop aperitif, plus Apologue Persimmon bittersweet liqueur and Brucato Orchards amaro.

“I think we’ll continue to see the Martini evolve, with more emphasis on thoughtful ingredient selection,” Corzetti’s Soto says. “The growing interest in lower-abv cocktails may lead us to variations that include lighter spirits or more vermouth. At the same time, the classic Dry Martini will always have its place—it’s too iconic to ever go out of style.”

Virgin Hotels’ Joly notes that he’s already seeing lower abv iterations of the Martini, as well as tiny servings of the cocktail, becoming “all the rage” at bars right now as consumers continue to embrace mindful drinking. “As bartenders look to make their mark, we’ll continue to see personal touches and riffs on the drink,” he adds. “The Martini isn’t going anywhere—it’s endured well over 100 years and will continue to enjoy its rightful place as one of the most famous and revered cocktails of all time.”