Public and market interest in Vermouth di Torino is growing, a highly topical European Geographical Indication and at the same time a product with three centuries of Piedmontese history.
In 2022, the Consortium that protects and enhances the denomination since its inception in 2019, carried out many initiatives in Italy and around the world with great dynamism, receiving strong acclaim and growth results in sales. An audience of all ages and backgrounds has been fascinated by it, showing that they love this excellent aromatised wine which is the foundation of the Italian aperitif ritual.
Vermouth di Torino is the only flavored wine that can boast the Protected Geographical Indication recognized by Europe and the producers identify the Consortium as an effective tool for support and promotion. This is demonstrated by the fact that the number of associated companies will continue to grow in the new year and in January, in addition to the annual results, the names of the members who will enrich the consortium structure will also be announced. Already now the Consortium, chaired by the Piedmontese wine entrepreneur Roberto Bava, is representative of the vast majority of the production of this appellation
Promotional events have been scheduled for 2023 in Italy, Canada, the United States, the United Kingdom, Germany and Greece. Educational, tastings, masterclasses will be organized, with various communication actions on the international market, also through online and social channels. The first major stops on this world "tour" will be Toronto, Brooklyn, New Orleans, London, Berlin and Athens. Sector operators such as wine bars, restaurants, cocktail bars, bartenders, tasters and journalists, the media in general, will be involved in Italy and abroad through meetings, press tours, seminars and presentations.
An intense presence in lounges and fairs dedicated to cocktails and beverages is planned, such as Vinitaly in Verona in April, Milan Mixology in May, the Athens Bar Show in November and others still in preparation. In September, the Turin Vermouth Consortium will also be present at "Cheese", an event organized by Slow Food, where in the Taste Workshops it will be seen how the different expressions of Turin Vermouth go well with the most important and interesting quality cheeses.
After the first national edition in 2022, in the summer of 2023, at the end of June, the "Turin Vermouth Week" will be celebrated, a seven-day event that will invite locals and barmen from all over Italy and abroad to discover the many faces of Vermouth di Torino and to try their hand at creating new cocktail recipes that see him as the protagonist.
Then in November it will be the turn of an international conference in Turin, with speakers from various countries, which will focus attention on the role of a historic brand in the modern promotion of a product and a territory. The name "Torino" will be highlighted as a distinctive element of the brand and as a fundamental historical value for "Vermouth di Torino".
Great commitment will also be made by the Consortium to the international "Mediterranean Aperitivo" campaign, an educational and convivial moment that sees Vermouth di Torino as evocative of a territory, a tradition, an attractive lifestyle.
It's always more glamorous, more and more international and contemporary: it's always time for Vermouth di Torino.
Turin Vermouth Consortium
The purpose of the Consortium is to protect, promote and enhance the denomination, safeguarding information for the final consumer and providing technical assistance and professional training to companies and producers. Among the main tasks, also the supervisory activity to ensure the correct application of the Protected Geographical Indication to the consortium products and the promotion of the "Vermouth di Torino" collective brand. The Consortium is a reality that was established in 2019 by the will of the producers of Vermouth di Torino who, aware of the need for regulation, together defined a production specification approved by the Decree of 22 March 2017 with which the Ministry of Agricultural and Food Policies e Forestali has regulated the geographical indication Vermouth di Torino/Vermouth di Torino. Currently the Consortium, chaired by Roberto Bava, includes 28 historical companies that produce and distribute all over the world: Antica Cantina di Calosso, Antica Distilleria Quaglia – Bèrto, Antica Torino, Arudi, Cav. Pietro Bordiga, Calissano – Gruppo Italiano Vini, Carlo Alberto, Carpano – Fratelli Branca Distilleries, Chazalettes, Cinzano – Davide Campari–Milan, Giulio Cocchi, Coop. Herbs Pancalieri, D.co Ulrich, Del Professore, Drapò – Turin Vermouth, Ducato, Franco Cavallero Spirits, Gancia & C., La Canellese, Luigi Vico, Mainardi, Martini & Rossi, Peliti's, Sibona, Sperone, Starlino, Tosti1820, Vergnano.