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Interview with People for 'The Martini Man' campaign (2026)
After taking a quick break from acting following the blockbuster Wicked: For Good, Jonathan Bailey is back to kick off summer in style.
The British actor, 38, just entered a multi-year partnership with Italian aperitivo brand Martini, starring in a new short film and portrait series. "My love for Italy knows no bounds—the food, the culture and the people—so it was a no-brainer," he tells PEOPLE exclusively. "It’s my place of calm. I’ve been going there every year for the last 15 years and I cycle there every year. I grew up with Martini in the house and there’s nothing more sophisticated and sort of sexy than a Martini spritz."
The Bridgerton star first joined forces with the brand last summer. "So we celebrated the Martini spritz last summer and how you would go 'off script,'" he says. "And then this year they've invited me to be The Martini Man. I know it's a big and bold legacy and I hope I do all the Martini men and all the Italian people proud."
The new short opens with Bailey pulling up to an estate just outside Venice in an original 1970s Martini racing car, a nod to the brand’s legendary racing heritage. Welcomed by an alluring Maestro, the actor is introduced to playful rituals he must go through to be The Martini Man.
"It just shows the creativity surrounding these campaigns and to shoot in one of the most beautiful places on earth can't be too hard," he says. "It was everything that I think a summer aperitivo should be."
It also brought up a sense of nostalgia for Bailey. "I always just think about the experiences that I've had in Italy, cycling through the Tuscan hills or Salento. Then you stop and if you're with friends and the sun is setting and you've been in the sea, those memories you take with you with a martini spritz all around the world," he explains. "That's what I feel when I have a spritz. It immediately connects to that Italian elegance and it's just relaxed. There's no effort needed. I definitely start the night with a spritz, always."
After wrapping his press tour for Wicked: For Good, the actor "spent lots of time with family and friends and then I've just been working on The Shameless Fund," he says of his LGBTQ+ organization. "And thinking about who you want to be in the world and how you want to show up and what you can do to help. I don't know, it's been lovely. It's been brilliantly existential, but also very grounding."
Indeed some of his favorite memories during the last year was cycling from Rome to Pisa, "and I was Best Man to my friend Sacha Dhawan and Anjli Mohindra when they got married and it was just amazing," he says. "Sometimes you miss out on really key moments because you're working, but it was such a brilliant few weeks. I just felt very inspired and ate loads of food in Italy and had loads of spritzes and yeah, it felt really, really great."
Currently in production on a new film in Germany, Bailey says he's already looking forward to weekends "and for those balmy evenings to sit with a spritz. It will just be an immediate leveler." Aside from working, the actor plans to "do loads of cycling. I’d love to go to the Dolomites and some beautiful places around Munich. My friends are going to come over and I’ve managed to slip in a couple of music festivals already."
Do people recognize him on his bike? "No, because I’m in head-to-toe Lycra," he says, laughing. "No, I'm not. But they will if I start singing, probably."
A perfect summer day entails "coffee and then a little walk. Go for a swim, read a book. And then have a boozy, late lunch. Then go have a snooze, and then a light dinner and dancing. That sounds amazing. That’s the fantasy."
The reality, he insists, "is getting up early, cross-eyed cycling to the set, getting lost, missing breakfast, shaving and cutting my chin, getting my lines wrong and then wobbling home because I’ve lost my bike."
As for how life has changed since being crowned Sexiest Man Alive, Bailey jokes "it's been exhausting," he says, laughing. "Yeah, I mean, listen, it's been fantastic. I'm hoping the next recipient is in training and I look forward to handing the baton over. But it's been a majestic eight months. And now we can toast with our Martini Bianco Spritz."
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hi, do u know why martini locked the site with jb's announcement?
Probably because they weren't ready to announce it officially yet, and it was a mistake from the publisher online to make it visible now. That's my guess.
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Martini chooses Jonathan Bailey as the new 'Martini Man'
MARTINI® today announced award-winning actor Jonathan Bailey as its official brand ambassador, launching a new, multi-year collaboration inspired by the growing passion for Italian style.
At the heart of the partnership is a new film in which Bailey travels to Italy to step into his new role: THE MARTINI MAN. Through a charming series of scenes, Bailey embodies his Italian flair and inspires people around the world to embrace the Italian lifestyle in their everyday lives.
As part of this multi-year partnership, MARTINI will support The Shameless Fund. Founded in 2024 by Bailey, The Shameless Fund is a charitable initiative that raises funds through creative partnerships and global brand collaborations to support nonprofits providing direct assistance. The organization is committed to a world where LGBTQ+ people can live authentically, love openly, and thrive without discrimination, oppression, or shame. MARTINI and Bailey will continue to collaborate throughout the partnership to support The Shameless Fund through future campaigns and brand collaborations.
In the coming months, we invite the world to discover the MARTINI Spritz Collection at TERRAZZA MARTINI – a pop-up experience touring aperitivo hotspots in Europe and the USA, including Milan, Barcelona, Berlin, St. Tropez, Venice, and New York. It reminds the world that Italy is not just a place, but a way of life. And everyone is invited.
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