Martini Culture Is Back, and Experience Is Leading the Revival
We’re proud to share that Alliance Hospitality Group was recently featured in FSR Magazine’s latest deep dive on the full-scale revival of the martini — and how operators are pairing classic technique with immersive, experience-driven service.
In Why Martinis Are Enjoying a Full-Scale Revival, FSR explores how today’s martini moment is less about novelty and more about intention: refined spirits, thoughtful garnishes, elevated glassware, and the return of tableside theater. The feature highlights Sexy Roman as a standout example, calling its program “Scottsdale’s most theatrical cocktail service.”
As our COO Travis Strickland notes in the article, the modern martini is about more than what’s in the glass:
“It’s the way you feel when you hold the glass. You feel sophisticated. You feel like it’s the beginning of an experience of a night out.”
At Sexy Roman, that philosophy comes to life through a fully choreographed tableside martini cart: complete with rare spirits, dramatic garnishes, flash-chilled glassware, and a custom call-button that lets guests summon the experience on their own terms. It’s a reminder that in today’s dining landscape, hospitality isn’t just about flavor; It’s about memory, mood, and moments worth savoring.
Read the full article on FSR:
Why Martinis Are Enjoying a Full-Scale Revival
(Jan 12, 2026)