CARPANO CELEBRATES 240 YEARS IN TURIN: 16 COUNTRIES FOR HOUSE OF APERITIVO AT PALAZZO CARIGNANO

On October 28th, Turin will be able to observe around sixteen different ways of understanding the Aperitivo in just one place.

Hospitality professionals from sixteen countries will arrive at Palazzo Carignano for the international final of Carpano House of Aperitivo , the project chosen by Carpano to celebrate its 240th anniversary.

Each participant will create their own experience through cocktails, service methods, atmosphere, and hospitality. The stations will illustrate how the aperitivo is interpreted in different markets, highlighting social customs and hospitality codes that vary from country to country.

The choice of Turin gives this comparison a particular significance.

In Turin, in 1786, Antonio Benedetto Carpano developed the formula that gave rise to the Vermouth category. 240 years later, the brand chooses its hometown to bring together interpretations of the aperitif developed in different markets and cultures, restoring an international dimension to a history deeply rooted in the region.

" Celebrating this anniversary in Turin means looking at Carpano's history also through what happened far from Turin ," says Niccolò Branca, President of the Branca Group . " It's interesting to see how a ritual tied to this city has been embraced and interpreted according to different customs and codes of hospitality. The origins remain precise and recognizable; around them, different ways of being together, of serving, and of experiencing hospitality have developed. Reuniting them here, 240 years later, gives the anniversary a very concrete meaning ."

The evening will begin at 6:00 PM with an institutional event involving representatives of the Piedmont Region, the City of Turin, and the Turin Chamber of Commerce, along with the President of the Branca Group.

" Celebrating Carpano's 240th anniversary means celebrating a history deeply rooted in Piedmont's identity ," stated Piedmont Region President Alberto Cirio, Piedmont Region Vice President Maurizio Marrone, and Councilor for Productive Activities Development and Internationalization Andrea Tronzano . "In 1786, in Turin, Antonio Benedetto Carpano began a tradition destined to become one of the symbols of Piedmontese and Italian hospitality, bringing a history of quality, innovation, and entrepreneurial savvy to the world. It is a source of pride for the Piedmont Region to host such a significant anniversary, which confirms our region's ability to transform local excellence into an internationally recognized heritage. Celebrating at Palazzo Carignano, home to the first Italian Parliament and now the National Museum of the Risorgimento, adds further significance to this anniversary: here, the primacy of Italian history and that of Turin's Vermouth tradition meet ."

The connection with Turin is another central element of the anniversary and institutional moment.

" We are celebrating 240 years of Carpano, a history built on the passion and know-how that distinguish our Turin, where it created one of the many excellences that make it recognizable around the world: Vermouth. This is an important anniversary for the company, but also for our city, which has always been a starting point for creativity and artisanal and industrial excellence, and which has demonstrated over the centuries a unique ability to transform local ingenuity into global icons, " declared Turin's mayor, Stefano Lo Russo .

The 240th anniversary also offers an opportunity to examine the economic value of historic brands and the ability of local businesses to build an international presence over time.

" We are delighted to be able to support all the initiatives celebrating the 240th anniversary of the Carpano brand ," says Massimiliano Cipolletta, President of the Turin Chamber of Commerce , " due to the profound symbolic value of this name, which is rightfully among the finest examples of Turin's identity. The cultural and economic contribution of a brand like Carpano contributes to the development of the region, which the Turin Chamber of Commerce has always focused on with services to protect and enhance brands, particularly historic ones, thanks to our MaTosTo – Turin Brands in History project, dedicated to their digitization. The Chamber of Commerce also aims to promote Piedmontese companies in the agri-food and beverage sectors internationally and increase their competitiveness in foreign markets. And Vermouth di Torino, with a production of 6 million bottles and exports to over 80 countries worldwide, is certainly a virtuous example worth preserving."

The Carpano House of Aperitivo stations will then open. Guests will be able to explore the various options and choose their favorite concept using a token.

The international winner will be announced at 9:00 pm.

For one evening, Palazzo Carignano will bring together in the same space the origins and some of the international developments of a story that began in Turin in 1786.

CARPANO – 240TH ANNIVERSARY
October 28, 2026 | from 6:00 PM
National Museum of the Italian Risorgimento – Palazzo Carignano
Turin