The Torinese Vermouth: story of an Italian iconic drink
Vermouth (the Italian pronunciation is Vèr-muut) is an aromatized wine (mainly red or white) that has captivated the world with its unique character and complex flavor: its roots are deeply embedded in the historic city of Turin, in the region called Piedmont. o
Historical roots
The story of vermouth goes back centuries, when ancient physicians used herbs and spices to create infusions and tonics. The earliest forms of aromatized wine were developed in Europe, but it was in Turin, in the 18th century, that vermouth as we know it today began to take shape. The influence of the Piedmontese winemaking tradition, combined with a fertile environment for botany, allowed Turin producers to experiment with various aromatic herbs.
Officially, this celebrated aperitif drink was born in 1786 through the work of Antonio Benedetto Carpano, a pharmacist who used Muscat grapes to create a wine enriched with a blend of aromatic and medicinal herbs and spices. A key element of his recipe was artemisia absinthium, from which the name vermouth is derived, stemming from the German word "Wermut," meaning "great artemisia." However, the history of this beverage dates back much further: references to herb-based wines, known as vinum absinthites, can be found in writings from the early centuries AD and were used in ancient Rome and Greece as remedies for various physical ailments. During the Renaissance, recipes were further enhanced by the introduction of new aromatic plants from the East, such as cinnamon and rhubarb. By the 18th century, the liquor makers in Turin and Piedmont had already achieved a notable reputation and Carpano's refinement of the recipe captured the interest of King Vittorio Amedeo III and his court, elevating vermouth to a drink of prestige and aristocracy.
The revolution of Vermouth
In 1786, Antonio Benedetto Carpano opened the first vermouth shop in Turin. Carpano combined high-quality white wine (like Moscato) with a selection of aromatic herbs, spices and a hint of absinthe, creating a product that soon became popular among the city's nobility. It was only at Caffè Elena, a historic venue in the beautiful Vittorio Veneto square, that Antonio Carpano's grandson, whose name was Giuseppe Carpano, perfected the recipe for his famous white vermouth, an invention that not only marked the beginning of large-scale vermouth production but also contributed to the spread of the aperitif culture in Turin and all over the world.
Success and diffusion
Carpano's vermouth quickly gained notoriety and was imitated by other producers. During the 19th century, Turin became the hub of vermouth production, with historic brands like Martini & Rossi and Cinzano, who contributed to the rise of this aperitif. Each of these producers developed their own unique blend of herbs and spices, creating distinctive varieties that catered to consumers' tastes.
The rise in the popularity of cocktails worldwide has contributed to the growing recognition of vermouth. While historically more popular in Europe, particularly in Italy and France, vermouth is now embraced by cocktail enthusiasts, bars and restaurants globally. Masterclasses and vermouth tastings are becoming more common in urban areas, educating consumers about the drink's heritage, production methods and tasting notes. The Torinese vermouth has now conquered international markets, becoming a symbol of aperitif culture not just in Italy, but worldwide.
Vermouth today
Today, vermouth is a cornerstone ingredient in many classic cocktails, such as the Martini cocktail, the Negroni (with its Americano and Boulevardier variants) or the Manhattan, and has regained popularity as a drink enjoyed neat or on the rocks, often accompanied by a lemon or orange wedge or an olive. The revival of interest in artisanal products has breathed new life into the vermouth market, with numerous producers rediscovering traditional recipes and local ingredients.
Vermouth, especially in Italy, but also in other places in the world, has become a staple of the aperitivo culture—a social tradition that involves enjoying drinks and small bites before dinner. Bars and restaurants are offering vermouth-focused aperitivo hours, where patrons can sample various types of vermouth alongside traditional snacks, such as olives, nuts, chips and charcuterie.
A never ending drink and its future
The Torinese vermouth is not just a beverage: it is a true icon of Italian gastronomic culture. Its story reflects the evolution of a centuries-old tradition that continues to inspire cocktails and aperitifs around the world. With its origins deeply rooted in the flavors of the Piedmontese landscape and its unbreakable bond with the city of Turin, vermouth will always be a symbol of conviviality and pleasure. The versatility of vermouth allows for experimentation and bartenders are increasingly using it in innovative ways, often creating new cocktails that highlight various styles and flavors of vermouth.
If you want to try it, you should indulge your senses with our exclusive easy vermouth tasting, where you will taste exquisite vermouth in a music-inspired wine bar. You can also go and visit a vermouth facility production in the northern part of Piedmont, with a final tasting of Vermouth and other spirits.
