History: from Carpano to the World

Antonio Benedetto Carpano opened his shop on Piazza Castello in 1786. The original Carpano Vermouth recipe was based on Piedmontese white Moscato wine, major artemisia, some thirty alpine herbs and oriental spices, cane sugar. The product was immediately successful — King Vittorio Amedeo III made it the official beverage of the Savoy court. In subsequent years other Turin producers developed their own recipes: Cinzano (founded 1757 as a distillery, moved to vermouth around 1800), Martini & Rossi (1863, Pessione di Chieri), Gancia (Canelli, 1850). From Turin, Vermouth spread worldwide — New York, Paris, Buenos Aires — becoming the base of the 20th century's most iconic cocktails (Negroni, Manhattan, Dry Martini, Americano). Vermouth di Torino IGP is the geographic denomination established in 2017 to protect original production: must be produced in Piedmont, with a wine-based alcohol, with artemisia as the main flavouring agent, with a minimum 16% alcohol.

The Producers: Cocchi, Carpano, Cinzano, Contratto

The Vermouth di Torino market divides between large industrial producers and small artisan houses driving the product's renaissance. Cocchi (Asti, founded 1891): the reference producer for international bars. Cocchi Americano (white vermouth with gentian and cinchona, base of the Corpse Reviver #2 cocktail) and Cocchi Vermouth di Torino (red, base of the original Negroni) are among the world's most-used bartender vermouths. Carpano Antica Formula (produced by Fratelli Branca): the historic 1786 recipe in modern form — dark red, sweet, spiced, with vanilla and cocoa notes. The Manhattan reference. Contratto (Canelli): historic distillery with UNESCO underground cellars, produces Bianco and Rosso vermouth with classic method and ageing. Cinzano (now Campari-owned): the world's best-selling Vermouth di Torino, industrial production but historic recipe. Punt e Mes (Carpano): the most bitter vermouth in the Turin tradition, half sweet vermouth and half bitter, invented 1870. The name in Piedmontese dialect means point and a half.

How to Drink It: Aperitivo, Cocktails and Pairings

The most Turinese way to drink Vermouth is straight or on the rocks with an orange peel, as an afternoon aperitivo. A glass of Vermouth di Torino Rosso (€7-10 in the historic bars of the Quadrilatero) almost always includes a small accompaniment of snacks — this is the origin of the aperitivo concept. Classic cocktails using Vermouth di Torino: the Negroni (Vermouth Rosso + Gin + Campari, equal parts), the Americano (Vermouth Rosso + Campari + soda, the simplest and most underrated cocktail), the Manhattan (Vermouth Rosso + Bourbon, 1:2), the Dry Martini (Dry Vermouth + Gin, 1:6 or less). Vermouth Bianco is best straight and cool as aperitivo, or in Bianco Lemon (Vermouth Bianco + lemonade + mint). Historic Turin bars for the original Vermouth: Caffè Mulassano (Piazza Castello, since 1907), Caffè Torino (Piazza San Carlo, since 1903), Bar Cavour (Via Cavour, Quadrilatero area).

Buying and Taking Home

Vermouth di Torino is easily found in Turin supermarkets and enoteche at prices well below abroad. Indicative prices: Carpano Antica Formula 75cl €15-18; Cocchi Vermouth di Torino 75cl €12-15; Contratto Rosso 75cl €18-22; Punt e Mes 75cl €10-12. Taking home by plane: Vermouth is 16-18% alcohol, technically a wine bottle and travels in checked luggage without problems. Many Italian airport duty-free shops carry Carpano and Cinzano but the selection is limited. Vermouth should be refrigerated after opening and consumed within 1-2 months — it is not a spirit, it is an aromatised wine that oxidises.

Practical tips