“The first Vermouth Salon arrives in Turin.”

The first edition of the Vermouth Salon is on its way. It will be held at the Museo Nazionale del Risorgimento on the weekend of February 24-25, 2024. A total of 24 producers of the famous fortified wine, born in Turin in 1786, will gather. The Salon’s program will feature talks with bartenders and industry producers.

At the Museo Nazionale del Risorgimento Italiano in Piazza Carlo Alberto in Turin, on Saturday, February 24th, and Sunday, February 25th, the doors will open for the first event entirely dedicated to the flavored wine, Vermouth, born right in the Piedmontese capital back in 1786.

The event, sponsored by the Piedmont Region and the City of Turin, will see the participation of 24 of the world’s best vermouth producers. The idea of the salon stems from the mixology project of MT Magazine, curated by Laura Carello, in collaboration with the non-profit social promotion association Eat Bin and the event agency To Be Events.

The first edition of the Vermouth Salon

During the two-day event dedicated to vermouth, producers will be at the forefront with their traditional variations of the Savoy wine – red, rosé, dry, extra dry, and white – as well as with personal interpretations on the theme, using non-canonical botanicals according to Piedmontese tradition. While some producers deserve recognition for their significant production and communication roles in Italy and abroad, others have showcased their ability to be local ambassadors in conveying the essence of a territory where all the raw materials for excellent vermouth are concentrated.

The Vermouth Salon Program

Every day, there will be talks that will explore vermouth from various different perspectives. Bartenders, brand ambassadors, master blenders, master herbalists, chefs, and illustrators will explore uncharted aspects of Vermouth, both in Italy and abroad. At the end of each talk, attendees will be treated to a tasting of vermouth from a producer present at the Salon.

Saturday, February 24th | Talks and Tastings

Sunday, February 25th | Talks and Tastings

At the end of each scheduled meeting, there will be a tasting of vermouth among those present at the Salon. 🍹

The complete programme

What makes the Vermouth Salon special?

It is precisely the producers who passionately carry on the tradition of fortified wine. During the salon, the spotlight will be on the work of the producers.

Below is an excerpt of what the first Vermouth Salon will feature, from A to Z!

Ancient Formula

It’s the quintessential vermouth, created by Antonio Benedetto Carpano in 1786 in Turin and passed down to the present day thanks to the expertise and activity of the Milan-based Fratelli Branca Distillerie. It stands out for its unmistakable notes of vanilla and the use of saffron coming from Iran. It’s excellent when enjoyed on its own and lends itself perfectly to becoming the ideal protagonist of refined and exclusive cocktails.


Born in France in 1857, in the Hermitage on the Gier River, thanks to the Marist friar Emanuele, who aimed to treat his fellow friars. Alpestre, for the same therapeutic purpose, was administered by the French government to soldiers on the front lines. Since the early 1900s, the Marist friars have moved to Carmagnola, in the province of Turin. What’s special about this vermouth? The presence of 34 beneficial herbs in the wine‘s aromatization, such as Mentha piperita or Salvia officinalis.


The one who invented vermouth in Turin. Initially in a small shop and later in a factory, Carpano vermouth has grown, both in terms of production and popularity. Appreciated by celebrities such as Cavour, Verdi, and D’Azeglio, in the post-war period, it was the subject of posters that elevated it to an international level. Since 2001, owned by Fratelli Branca Distillerie, it remains today a traditional reference point in the vast panorama of vermouth.


Born among the Italian slopes, in Piedmont, Cucielo vermouth is the result of a recipe based on Italian wines, Piedmontese artemisia, and botanicals blended to achieve a versatile outcome, suitable for both cocktails and serving on the rocks. Environmental sustainability is of utmost importance in the production chain, which is why the company uses cotton paper labels, completely recyclable gift boxes, and plastic-free promotional materials.


The purpose of Doragrossa, a Piedmontese entity that works with only natural ingredients, meticulously selected and processed in an artisanal manner, is to reinterpret ancient recipes with the aim of emphasizing their strengths. The red vermouth stands out among the products in the catalog: rich, full-bodied, and of great complexity, ideal for sipping in its purity as well as in refined cocktails. The name Doragrossa pays homage to the ancient name of Turin’s Via Garibaldi, once the center of the city’s liquor industry.

Franco Cavallero Spiriti

A company from Asti stands out for using only fresh Piedmontese botanicals in its recipes. Just like in the Vermouth di Torino Superiore Nonis Februariis, inspired by products from the early 1900s. Produced with Ruché di Castagnole Monferrato DOCG aged in small barrels for two years, the Superiore stands out for its characteristic intense aroma of tansy, artemisia, clary sage, lemon thyme, orange, and cinnamon.

Martini & Rossi

An Italian multinational since 1993, and part of the American Bacardi group, Martini & Rossi is a historic company in the global mixology scene, now in its eighth generation of Master Blenders. From the first recipe, the MARTINI® Rosso of 1863, nothing has changed. Behind every vermouth lies an extreme research, both in terms of wine, the White Moscato from over 300 winemakers in the Asti area, and in terms of aromatic herbs, selected from over 500 samples each year.

Punt e Mes

Punt e Mes” is a dialectal expression meaning “one point of sweet and a half of bitter.” This term was first used in 1870 in the Carpano shop in Turin by a stockbroker who ordered a vermouth corrected with half a dose of quinine. From that moment, the request spread rapidly and soon became one of the flagship products in Carpano’s portfolio. It was also greatly appreciated by Giovanni Agnelli, the founder of FIAT, and is still remembered today for the advertising campaign created by Armando Testa, which has also been recalled in the artwork installed in front of the former Turin Porta Susa station.

For info

Salone del Vermouth 📍P.za Carlo Alberto 8, 10123, Turin salonedelvermouth.com