Martini claims Conigliaro’s charity bike ride idea ‘not new’

Bacardi-owned Martini has disputed Tony Conigliaro’s claim that the vermouth brand had exploited his Milano-Torino bike ride, stating that the idea of charitable cycle rides “is not new”.

Martini “has sponsored cycling in Italy since 1914”

The brainchild of drinks expert Conigliaro, the Bar Termini Milano-Torino bike ride took place for the first time in 2016 to raise money for the Great Ormond Street Hospital Children’s Charity.

The following year, Conigliaro and Bacardi-owned vermouth brand Martini partnered for the event, which saw participants cycle 200 kilometres between two of Italy’s most iconic aperitivo cities in September.

Last weekend (15-18 September), Martini held a cycle ride for bartenders from Pavia to Pessione, under the name La Classica 2018.

In an open letter to Martini this morning (19 September), Bar Termini proprietor Conigliaro claimed that Martini has “taken” his idea and turned it “into a marketing event”.

He wrote: “When I reached out to discuss the 2018 event, you informed me that you were simply taking my idea, staging it yourselves and turning it into a marketing event for Martini.”

In response, Martini’s global head of advocacy, Jacob Briars, said in a statement that the “idea of cycle rides for charitable causes, including bartender rides, is not new.”

He said: “Even riding from Milan to Turin is not new, as the classic has been run for over 140 years. Martini has a long tradition with the sport and has been sponsoring cycling in Italy since 1914.

“So when Tony first approached us in 2016 to sponsor the first Bar Termini Milano-Torino ride, we were delighted to participate. Not just because of our history with racing and cycling but because Martini has two ideal homes: our terrazza in Milan and our birthplace in Turin.”

Briars said the brand had approached Conigliaro to partner on the ride again in 2017 and had “helped create an even larger event” with more bartenders.

He continued: “In 2018, as we readily began discussions with Tony and Bar Termini about the event, it became clear we had differing views about how to move forward.

“For example, as part of Martini’s 50th racing anniversary, we were looking to create an international project, where more countries could participate. We wished each other well, agreed to part ways and hold two separate events.”

He added that the event supports “health, fitness and community in the industry” and said “as far as we’re concerned, there can never be too many opportunities to get bartenders on bikes”.

In his letter, Conigliaro also claimed the brand’s “undeniable muscle” blocked his own attempts to hold the event in 2018.

Briars disputed the claim, stating: “To allege that our efforts constrained Bar Termini from holding their event is just plain false.

“They were able to hold their ride on the same route, the same time and with the same name as the original Bar Termini ride in 2016. They were also successful in securing sponsorship support and raising funds for charity.

“I truly wish Tony and Bar Termini well and we applaud them for their efforts to raise funds for a wonderful charity. There is certainly room for both events to continue to thrive and grow.

“We would like to thank Tony for his support of Martini through the years and truly wish him and Bar Termini continued success in the future.”