Vermouth occupies a slightly different space within Italian wine culture. It is not simply a wine but an aromatised and fortified expression built on a wine base and infused with herbs and spices. Its origins lie in Turin, in the Piedmont region, where it developed as both a medicinal preparation and, over time, a refined aperitivo.
What makes vermouth particularly interesting is that it reflects the same Italian principle found in wine: the transformation of raw material through technique. Neutral wine becomes something layered and expressive through the addition of wormwood, citrus peel, roots, and a wide range of aromatic components. The result is not uniform, but highly variable — from dry and bitter styles to richer, sweeter, and more oxidative expressions.
In practical terms, vermouth sits at the intersection of wine and culture. It is central to the Italian aperitivo tradition, where drinking is closely linked to rhythm, place, and social interaction. Whether served simply over ice with a slice of orange or used as the backbone of classic cocktails, vermouth represents a different dimension of Italian wine identity — one that extends beyond the vineyard into everyday life. Vermouth also forms the backbone of classic cocktails such as the Negroni, the Americano, and the Martini, where its balance of bitterness, sweetness, and aromatics plays a defining role.
Among the most recognised producers are:
Carpano – Widely credited as the first to start producing vermouth;
Cinzano – a particular brand, especially in the cultural memory of the Soviet Union, where it became one of the most recognisable imported drinks. For many, it was not simply a vermouth but a symbol of something foreign and prestigious, associated with status and tied to moments of celebration. Its presence also extended into pop culture, almost all soviet born children know the animated series The Adventures of Captain Vrungel, where a humorous song by the bandits includes the line: We’re always drinking Cinzano, always comfortably full and pleasantly drunk “Постоянно пьем чинзано, постоянно сыто-пьяно.”
and of course Martini & Rossi – which played a central role in globalising vermouth culture and today is one of the iconic brands.