New 2023 for Turin Vermouth

There is growing public and market interest in Vermouth di Torino, a topical European Geographical Indication and at the same time a product with three centuries of Piedmontese history.  

In 2022, the Consortium, which has been protecting and enhancing the denomination since its inception in 2019, has dynamically carried out many initiatives in Italy and around the world, receiving strong endorsements and sales growth results. A public of all ages and affiliations has been fascinated by it, which has shown its love for this excellent flavored wine that 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 producers identify the Consortium as an effective tool for support and promotion. This is evidenced by the fact that the number of member companies will grow again in the new year, and in January the names of the members who will enrich the consortium's membership will be announced in addition to the annual results. Already, the consortium, chaired by Piedmontese wine entrepreneur Roberto Bava, is representative of the vast majority of this denomination's production.

Promotion events have been planned 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, including through online and social channels. The first main stops of this world "tour" will be Toronto, Brooklyn, New Orleans, London, Berlin and Athens. Sector operators such as wine shops, restaurants, cocktail bars, bartenders, tasters and journalists, media in general, will be involved in Italy and abroad through meetings, press tours, seminars and presentations.

An intense presence is planned at salons and fairs dedicated to cocktails and beverages, 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 the Taste Workshops will show how the different expressions of Turin Vermouth pair 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 venues and bartenders from all over Italy and internationally to discover the many faces of Turin Vermouth and to try their hand at devising new cocktail recipes featuring it. Then in November it will be the turn in Turin for an international conference, with speakers from several countries, that 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 brand element and as a key historical value for "Vermouth di Torino."

Great efforts will also be made by the Consortium to the international "Mediterranean Aperitivo" campaign, an educational and convivial moment that sees Vermouth di Torino as evoking a territory, a tradition, and an attractive lifestyle.

It's always more glamorous, always more international and contemporary: it's always time for Vermouth di Torino. 

Vermouth of Turin Consortium
The purpose of the Consortium is to protect, promote, and enhance the denomination, safeguarding its information to the final consumer and providing technical assistance and professional training to companies and producers. Its main tasks also include supervision activities to ensure the correct application of the Protected Geographical Indication to consortium products and the promotion of the "Vermouth di Torino" collective brand. That of the Consortium is a reality that was established in 2019 at the behest of Vermouth di Torino producers who, aware of the need for regulation, together defined a production specification approved by the Decree of March 22, 2017, by which the Ministry of Agricultural Food and Forestry Policies regulated the geographical indication Vermouth di Torino/Vermut di Torino. Currently, the Consortium, chaired by Roberto Bava, includes 28 historic companies that produce and distribute worldwide: Antica Cantina di Calosso, Antica Distilleria Quaglia - Bèrto, Antica Torino, Arudi, Cav. Pietro Bordiga, Calissano - Gruppo Italiano Vini, Carlo Alberto, Carpano - Fratelli Branca Distillerie, Chazalettes, Cinzano - Davide Campari-Milano, Giulio Cocchi, Coop. Erbe Aromatiche 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.