![]() Some may be of interest, some may not be distinctive. If you have the priviledge of traveling to Torino (or other parts of the world), you may encounter various brands not represented here. While some remain regional products or even unique to a particular restaurant, some make their way into various export markets. To the outsider who starts digging, it would seem that nearly every man, woman and child of Torino produces their own line of vermouth. Some of Yzaguirre’s vermouths are now imported to the USA by Fasel Shenstone Vermouth brand of Cellar Sort del Castell near Tarragona, Spain. Noilly Prat Ambre is a nascent hybrid product initially sold only at the factory tourist center, but distribution is expanding. Sales in the US market plummetted, so in 2012, Noilly Prat put their lighter variation on dry vermouth back into production, bottled as “Extra Dry”. formulation and phased in the European formula in updated packaging, resulting in a fair amount of confusion and angst amongst Americans devoted to a very particular Martini habit. Fifty years later, in 2008, Noilly Prat discontinued the special U.S. This product was arguably an imitation of the Chambéry dry style. ††After World War II, Noilly Prat began exporting a lighter formulation of their dry vermouth to the USA intended to cater to American tastes, especially Martini cocktail drinkers. †Originally for export exclusively to the USA market (1957) distribution is now expanding The “Original French Dry” is the current expression of Noilly’s original dry vermouth product. Production relocated to Marseillan in 1850. Large scale production began in 1843 in Marseilles under Noilly’s sons, with exports to the USA commencing in 1844. Originator of the “dry vermouth” style (Joseph Noilly c. In addition to the regional ingredients on which it is based, barrel aging plays a definitive role in these products. First and only surviving representative of the “Marseilles style” of vermouth. Produced in Marseillan, France, near Montpelier. Web site: //(Martini & Rossi is part of Bacardi Limited.) Martini Gran Lusso is a red vermouth chinato introduced in 2013 to celebrate Martini’s 150th Anniversary.Īdditional products are available under this brand in some markets. 1900 and has been extremely successful in the US market since World War II. Worldwide, however, Martini Bianco (introduced c. Martini Rosso is the market-leading red vermouth, the de facto standard or benchmark for the style, and the best-selling vermouth in the US market. Check label for current production contents may vary significantly in different markets which is a cause for concern. Martini & Rossi is one of the world's great liquor brands, recently promoted in most markets simply as “Martini”. market early on (beginning 1868), just as vermouth was catching on there, and they remain the market leader. Martini & Rossi (known as Martini Sola & Cia until 1879) was agile and adept at distribution and export from the start. Originated in Torino, Italy, 1863, but relocated shortly thereafter to nearby Pessione. The date of this booklet is unknown (1970s?), but it predates the brand’s acquisition by Branca and the relocation of production to Milan. Web site: //(The Carpano brand is currently owned by the Milanese firm Branca.)Īlso, see this vintage promotional booklet (PDF-12MB) containing an official history as well as interesting visual materials. It is, at the least, a pretty good red vermouth. Its similarity to that original product is dubious. Note: Antica Formula is based on an old recipe, but it is not Carpano’s original vermouth recipe.Ĭarpano Classico is the contemporary expression of the product that was ostensibly Carpano’s original commercial vermouth. Antica Formula is an example of the vermouth alla vaniglia style: a red vermouth with added vanilla flavoring and sugar to balance. Punt e Mes is Carpano's top-selling vermouth.Īntica Formula is a highly-regarded product first introduced in the 1990s. Although it is not typically described or marketed as such, Punt e Mes can be thought of as a bottled vermouth cocktail. ![]() (Adulterating Vermouth di Torino with bitters or vanilla flavoring-almost like a cockail-when drinking it is an Turinese custom dating back at least to the mid-1800s, as documented by Arnaldo Strucchi chinato has bitters built-in. Punt e Mes is a common example of a vermouth chinato, a style of vermouth with extra quinine. Punt e Mes dates to around 1867 and is simultaneously amongst the bitterest and sweetest of vermouths. Today, Carpano production is in Milano, Italy. The Carpano brand was formalized some years later (1860s?) by Carpano’s nephew. Antonio Benedetto Carpano is the individual traditionally credited, perhaps posthumously, with inventing the commercial model for what we know today as red Italian vermouth.
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