TURIN, INTERNATIONAL CAPITAL OF VERMOUTH: THE SHOW RETURNS FROM JANUARY 29TH TO FEBRUARY 1ST, 2027

The icon of the Italian aperitif around the world , an exceptional setting steeped in history, and Turin, the cradle and international capital of Vermouth . From Friday, January 29th to Monday, February 1st, 2027 , the Vermouth Show returns to Turin and Piedmont, the international event conceived and curated by Laura Carello and organized by MT Magazine , entirely dedicated to Vermouth and its "New Global Renaissance."

In the historic spaces of the National Museum of the Italian Risorgimento, Palazzo Carignano , producers, bartenders, buyers, Ho.Re.Ca. operators, and enthusiasts will gather to discover new products, historic labels, and new mixology trends. This event celebrates Vermouth not only as a symbol of Made in Italy, recognized worldwide, but also as an important economic, cultural, and gastronomic innovation resource.

The fourth edition marks an important step forward: for the first time, the Show will be held over four days , expanding the space dedicated to B2B meetings, discussions with the trade press, technical tastings, and in-depth analyses of international markets.

Vermouth is also an ambassador for Turin in the world , an expression of a productive and convivial culture that combines history, know-how and innovation.

The Salone aims to transform this international appeal into an opportunity for travel and discovery of the city, inviting the public to stay in Turin beyond the event itself , through an itinerary of museums, historic cafés, restaurants, and cocktail bars. This is a tool for promoting and attracting tourism to Turin and Piedmont, connecting the food and wine and cultural heritage with hospitality, catering, and retail activities. Beyond the tourism dimension, meetings with buyers, bartenders, and international operators offer producers new opportunities for networking and business development, strengthening the bond between the Vermouth supply chain and the region.

The Vermouth Fuorisalone: from January 25th, between taste, culture, and museums.

The experience will kick off on Monday, January 25, 2027 , with the Vermouth Fuorisalone. For a week, the city will transform into a vast circuit of historic cafés, traditional bars, cocktail bars, Michelin-starred restaurants, and prestigious museums, combining the elegance of historic Turin with cutting-edge food and wine.

The opening of the Fuorisalone will be marked by a major inaugural roundtable discussion , an institutional opportunity for discussion on key industry topics. The cultural program will also include masterclasses open to the public, meetings with authors for the presentation of themed books, debates, and guided tastings in museums and partner locations.

Internationally renowned bartenders will liven up Turin's evenings with guest shifts and takeovers at the city's venues, offering signature drinks and reinterpretations of vermouth-based classics, from Negronis to Manhattans. Great attention will also be paid to haute cuisine: at partner restaurants and venues, vermouth will be the protagonist of dinners and signature pairing sessions.

The numbers from last year's edition confirm the success of the format: over 8,000 profiled visitors including buyers, Ho.Re.Ca. professionals, press and enthusiasts, a 54% increase in exhibiting brands , more than 50,000 tastings and an urban circuit that involved over 30 cocktail bars and 12 restaurants .

" Expanding the event to four days is the natural evolution of a project that grows with its audience and the market ," says Laura Carello , creator and curator of the Vermouth Show. " Turin is the birthplace of Vermouth, and we want it to increasingly become the global hub where professionals, buyers, and enthusiasts meet to chart its future ."

The detailed program, list of exhibitors, and participation procedures for the fourth edition will be announced in the coming months.
Vermouth Show – 4th edition
January 29 – February 1, 2027
National Museum of the Italian Risorgimento (Palazzo Carignano), Turin
Vermouth Fuorisalone: starting January 25, 2027

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