On the side, they also began making single-serve sparkling juice, said John Martinelli, the chairman of the company, in a recent interview. In addition to selling apple juice starting in 1917, the family made money by bottling Coca-Cola at their plant. Martinelli & Company had to shelve that product. The Martinelli family, immigrants from Switzerland, had been making hard cider in Watsonville, Calif., since 1868, but when the sale of alcohol became illegal in 1920, S. That the sparkling cider is nonalcoholic is a tradition that dates back to Prohibition. According to the company, 70 to 75 percent of 25.4-ounce Martinelli’s sparkling cider bottles sold each year are purchased between Halloween and New Year’s Eve.įor this particular consumer, if it comes down to Veuve Clicquot or Martinelli’s, there’s no contest. He likes to swing by the grocery store to pick up a bottle before a party.Īnd he is part of a distinct cohort that is responsible for the brand’s skyrocketing sales this time of year. He (though the Martinelli’s dad need not be a “he” or even a “dad”) loves the crinkle of foil and the dark green of the glass. More of an apple juice guy than a beer dude, the Martinelli’s dad - an American archetype, I’d like to posit - embraces tradition and simple luxuries. Most hosts will tell you it’s for the kid’s table. You might find a collection of celebratory beverages, wine and beer of various types, but there is one staple that is nonnegotiable for many households: a bottle of crisp, sparkling Martinelli’s cider. Maybe it includes multiple gravy boats and not one but two sweet potato side dishes.
Picture the ideal holiday spread: There are rich foods, festive place settings, twinkling candles.
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