Turin Hosts the Inaugural Vermouth Salon: Celebrating a Revived Tradition
TORINO – From February 19th to 25th, Turin, the birthplace of vermouth in 1786, hosted its first-ever Vermouth Salon, a pioneering event dedicated to the celebrated fortified and flavored wine. This unique gathering provided a platform for attendees to explore offerings from 21 vermouth producers, both pure and mixed, showcasing the versatility and depth of this storied beverage.
Sponsored by the Piedmont Region and the City of Turin, and conceived by the mixology project MT Magazine in collaboration with the non-profit social promotion association Eat Bin and the event organizing agency To Be, the festival featured a series of expert meetings, interactive workshops, and tastings. The event delved into various aspects of vermouth, including the ritual of the aperitif, its different styles, and pairing with food, providing a comprehensive exploration of the vermouth world.
The physical event was complemented by the Fuori Salone del Vermouth, which took place in Turin’s finest restaurants and cocktail bars. These venues offered themed drink lists and menus designed to complement different vermouth profiles, extending the celebration throughout the city. Notable venues included the Carpano Museum at Eataly Lingotto and the Lavazza Museum, where visitors could taste vermouth on its own or mixed with coffee. The event culminated in the Vermouth Contest Special Edition at La Centrale, where the city’s top bartenders competed before a panel of distinguished judges.
Building on the strong demand that has seen the production of 5 million bottles and exports to over 80 countries, the Vermouth di Torino celebrated its inaugural salon, spearheaded by Mt Magazine in collaboration with Eat Bin and To Be, at the National Museum of the Risorgimento. Throughout 2024, the Vermouth di Torino IGP Consortium, representing nearly the entirety of the denomination and recently joined by 41 companies, will organize numerous initiatives, including the Slow Wine Tour USA in March, touching cities like Washington, New York, Austin, Denver, and San Francisco.
In late June, the 3rd edition of the “Vermouth di Torino Week” will take place, an international celebration with events across Italy, Europe, and the world. Concurrently, the ‘Stati Generali del Vermouth di Torino’ will be held at the Wine Bank in Pollenzo. The Consortium will also participate in Barconvent Brooklyn in New York in June and Imbibe Live in London in July. A series of on-site and online seminars aimed at industry professionals in Canada, the USA, and the UK, as well as communication and training sessions for journalists and sector stakeholders in Italy, will be organized under the registered trademark ‘L’Ora del Vermouth di Torino’.
The revival of vermouth, a product of wine infused with spices and herbs, as a Turinese excellence, has particularly resonated with the under-30 demographic, challenging preconceived notions of the beverage’s appeal. Remarkably, this younger generation is not only consuming vermouth but also producing it. At the Vermouth Salon held in the Museo del Risorgimento, a new wave of young producers emerged, some producing as few as a thousand bottles a year like La Palera a small winery in Borgomasino. These ambitious entrepreneurs are fearlessly competing with industry giants, often achieving significant success.
Vermouth’s history dates back to the 16th century in Germany, where fortified wines were initially developed as a medicinal remedy for intestinal worms, hence the name. It wasn’t until the late 18th century, however, that Benedetto Carpano in Turin transformed it into a luxury item, popular in salons and courts. Despite a golden age from the mid-19th to the mid-20th century, post-war trends saw it overshadowed by new beverages from abroad. Today, vermouth is experiencing a renaissance, celebrated once again for its rich heritage and versatility.
The Vermouth Salon in Turin not only honored the city’s legacy as the cradle of vermouth but also signaled a vibrant future for this traditional yet ever-evolving drink. With a blend of historical reverence and innovative spirit, the event has set the stage for vermouth to reclaim its place in the world of fine beverages.
