ITALIAN STYLE: BORSALINO & MARTINI

01 April 2025 - 31 December 2026

A day spent discovering Borsalino and Martini, two of the brand ambassadors of Made in Italy in the World. Borsalino is the quintessential hat, a legend for the cinema, elegant and unique it is the icon of timeless style.
Martini has been the star of the Italian aperitivo for 160 years: the art of winegrowing meets essences, each product encloses craftsmanship and creativity. At Casa Martini ® you will enjoy experiences to discover all the secrets of vermouth and the world of cocktails.

A day spent discovering the two brand ambassadors of Made in Italy in the World, Borsalino and Martini
The Borsalino hat is synonymous with tradition, craftsmanship and excellence. All production takes place close to the city of Alessandria, where the company was founded in 1857 and in the company’s new premises where the gestures of the ‘borsaline’, the female workers of the historic factory, are repeated every day. At the museum, modern multimedia supports reveal that the production process requires 52 steps by skilled artisans to make one Borsalino hat. All the passages are carried out like 166 years ago, no serial mold just passion and a high level of professionalism. The journey continues with the history of the Borsalino family and its inextricable link with the city of Alessandria. Eight impressive display cabinets designed by Arnaldo Gardella for the old Borsalino Sample Room punctuate the passage between as may narrative sections: more than two thousand hats are on show: cinema art and design through the most famous hat in the world.
Followed by a self-guided walking tour of the historic center of Alessandria to discover some of the works commissioned by the Borsalino family to the architect and designer Ignazio Gardella, one of the protagonists of twentieth-century Italian architecture. The Fur Cutting area (1949/1956) - Borsalino Employee accommodation (1949/1952) - Esselunga (1988). - Agorà building (1984/1991). During the tour stop off at the historic Borsalino boutique where expert personnel will help you try on and purchase "your" very own hat with a dedicated discount.
Light lunch in a historic pastry shop in the city.
In the early afternoon, transfer to Pessione, to Casa Martini ®, where you will go on a journey to discover a historic brand, which has been the star of the Italian aperitivo for more than 150 years, between tradition and innovation.
Tour at leisure in the museums of Casa Martini ®, the new section dedicated to botanicals, the history of the brand, the sporting feats, cinema, and advertising. Followed by the impressive Vermouth Class in the Bar Academy; here, you will learn to blend the plants and balance the aromatic notes to create your own personal vermouth to take home as a souvenir.

CONFIDENTIAL & B2B RATES: on demand

Technical Directors
Monferrato Travel by Monferrato to Taste (P.IVA 03936680044)
Dafne Viaggi (P.IVA 03463700108)
IC World (P.IVA 09178850013)
Global Tourist srl (P.IVA 01363300052)

* Estimates and availability will be verified and confirmed at the moment of the request.