not to be confused with Martinelli's apple juice Martinelli's is the brand name of S. Martinelli & Company, a juice company based in Watsonville, California. The company is privately held by descendants of the founders. Martinelli's is best known for its non-alcoholic sparkling cider and its apple juice. The company also produces a sparkling hard cider. They also have several other brands of juices, and released a hard cider for a limited time in 2018. The company has operated in California's Pajaro Valley since 1868. There is a street in Watsonville that bears its name.