The Vermouth Show repeats in Turin

Published on 7 February 2025
Author: MT Magazine Editorial Staff

A year later, on February 22nd and 23rd, producers, industry professionals and enthusiasts of the theme meet at the Museum of the Risorgimento.

Saturday 22nd and Sunday 23rd February, in Turin, in the spaces of the National Museum of the Italian Risorgimento, come back the Vermouth Show, an event that last year – between the Turin edition and the Florentine and Bologna spin-offs – recorded great public success. In the cradle of vermouth, born in 1786 in the current Castle Square thanks to Anthony Benedict Carpano, an unprecedented event will be held, which aims to surpass last year's numbers. The event, sponsored by the Piedmont Region and the City of Turin and conceived by Laura Carello, soul of the project in the mixology field MT Magazine in collaboration with the non-profit social promotion association Eat Bin and the event organization agency To Be, will attract producers, industry professionals and enthusiasts of the theme from all over Italy for two days.

In the historic museum halls, 37 vermouth producers They will create culture around their products, with ad hoc stories and tastings.
Expanded compared to last year, it is the talk show schedule, which will start in the Plebiscite Hall, over the course of both days. The protagonists on stage will be producers, historians, illustrators, master herbalists, master distillers, bartenders, chefs and ice cream makers, who will reveal the secrets behind the production of vermouth, the graphics that have written an important page in the history of Italian advertising in the last century, the use of vermouth in classic mixology and its valorization in the context of gourmet restaurants and in combination with a sweet path.

The Vermouth Fuori Salone

From 17th to 21st February, the doors of the Salon will be opened by the Outside the Vermouth Salon, a schedule of events that will kick off in some selected cocktail bars (17) and restaurants (11) in TurinVermouth, which from the Savoy city has become known throughout the world thanks to the ritual of the aperitif, will be used by bartenders to interpret or faithfully reproduce some icons of international mixology, rather than to conceive drinks to be served in combination with the dishes of a tasting menu.

The Fuori Salone theatre will also feature three locations closely linked to the city of Turin. At the Lavazza Museum, inaugurated in 2018 inside the Nuvola Lavazza, there will be dedicated appointments in which vermouth experts and bartenders will explain, at the end of the guided tour of the museum, the characteristics of vermouth, serving it pure and in cocktails mixed with coffee.

At the Carpano Museum, hosted inside the spaces of Eataly Lingotto, during the Fuori Salone week the guided tours of the museum will be followed by vermouth tastings and dinners, featuring, each time, a different vermouth producer.

At the Writing Workshop, a thematic museum in Turin, there will be space for a guided tour combined with a tasting of vermouth (pure and in cocktails), a theme that will be addressed from a graphic and advertising perspective.

Pessione (TO), finally, Martini House will open the doors of its museum to visitors of the Salone del Vermouth, at a discounted price.

The partnership with has been confirmed for the second consecutive year Somewhere Tour which for over twenty years has been telling the story of the city of Turin with themed tours that during the Festival will end with a tasting dedicated to the Museum of the Risorgimento.

Laura Carello's words on the Vermouth Show

“I was the first, last year, to believe in a A hall entirely dedicated to vermouth. It is a product of excellence, especially when we talk about local productions. And then it is a basic ingredient in the preparation of international cocktails. However, it had never received the attention it deserved in a dedicated event. What better time to organize it, if not on the occasion of its rebirth?” declares the creator and curator of the Salone del Vermouth and of the projects in the mixology field MT Magazine and Mix Contest Italy Tourr, Laura Carello. “Last year’s numbers proved me right. Seeing ordinary people, even more than professionals, flock to the Museum and occupy the talk room at all the events filled my heart. This is proof that today, compared to the past, people want to be aware. In drinking, as well as in eating”.
After the first edition in Turin and the trips to Tuscany and Emilia-Romagna, the Salone del Vermouth becomes mature and returns to where it was born. In the city that has celebrated it over the course of these more than two centuries and that returns, proudly, to be an ambassador for this product.