A success beyond expectations: over 10,000 attendees for the third edition of the Vermouth Show.

The third edition of the Vermouth Show was a success beyond expectations , with more than 10,000 attendees in total over three days , from Saturday 21st to Monday 23rd February 2026, recording significantly higher numbers than previous editions. The event, conceived and curated by Laura Carello , the driving force behind the MT Magazine publishing project, was organized with the patronage and support of the Turin Chamber of Commerce , the Piedmont Region , the City of Turin , and with the support of Turismo Torino e Provincia .

" The third edition marks a decisive turning point," says Laura Carello , director of the Vermouth Show . "Exceeding 10,000 attendees and recording enough attendance to open the B2B day to the public also means we have built, over these three years, a solid, attractive, and credible format. Vermouth confirms its position as a center of renewed cultural and commercial interest, capable of uniting tradition, territory, and international vision. Our commitment is to continue growing, consolidating Turin and Piedmont as the world capitals of Vermouth. The public is not only curious, but deeply interested: these numbers are concrete proof of how investing in the culture and knowledge of this product represents a strategic asset for tourism and for the Turin brand, not only nationally but also internationally. I thank the National Museum of the Risorgimento for supporting the Show since its first edition, and, starting this year, my heartfelt thanks also go to the institutions involved—the Piedmont Region, the City of Turin, the Turin Chamber of Commerce, and the Turin and Province Tourism Board—for their support and trust. "

The strong turnout over the weekend also led to an extraordinary change in the program : the B2B day on Monday, February 23, was also open to the public to accommodate a greater influx of visitors. The event, hosted at the National Museum of the Italian Risorgimento , not only saw consistently packed rooms, but also a large turnout for the talks —which were completely sold out—and a significant turnout in the classroom, a sign of an increasingly marked interest in the cultural exploration of Vermouth.

The fourth edition is confirmed for February 2027 , again at the National Museum of the Italian Risorgimento , with the aim of continuing to spread the culture of Vermouth nationally and internationally.

All the numbers from the show: 10 talks and 8 classrooms

During the long weekend, the talk area, the heart of the Vermouth Show, remained at the heart of the event's cultural dissemination.

Between Saturday and Sunday, 10 talks , led by journalist Carlo Carnevale, attracted over 500 registrations in total , with well-attended rooms and strong engagement with the topics discussed. This result confirms the quality of the content offered and the growing interest in opportunities for in-depth discussion and discussion.

The training program also received excellent feedback: approximately 150 participants registered in the eight classrooms , with active and consistent participation throughout all scheduled sessions. Training activities proved to be a key aspect of the event, contributing to its cultural and professional value.

The edition thus closes on an extremely positive note: numbers, participation, and quality of content consolidate the Salone's position as a reference event for the public and industry professionals.

FuoriSalone numbers: 45 events, 32 locations

From February 16th to 22nd, a wide-ranging program involved institutions, museums, restaurants, cocktail bars, bookstores, squares, and iconic locations throughout the city. The program featured 45 events and 32 locations, highlighting a week that intertwined culture, mixology, gastronomy, and experiential tourism.

The program included 12 guest shifts with guest bartenders from all over Italy and 5 dedicated pairing dinners , confirming the central role of hospitality and creative cross-fertilization.

The calendar opened on February 16th with an institutional roundtable entitled "What Changes So That Nothing Changes – Chapter 2," a discussion on the future of Vermouth over the next five years. The focus of the discussion was sustainability and export strategies for the Torino brand worldwide. Speakers included Guido Bolatto, Secretary General of the Turin Chamber of Commerce, Beppe Musso (Master Blender), Matteo Bonoli (Master Herbalist), and Piero Bonnet for Baldoria.

The program then alternated between cultural talks, editorial presentations, themed tours, guided museum visits, immersive experiences, technical tastings, and evening events in local venues.

Vermouth has thus established itself as the common thread of a contemporary story capable of uniting tradition and innovation : from historic brands to emerging artisan producers, from the classics of the Turin aperitif to creative interpretations that dialogue with cuisine, coffee and culture .