The Vermouth Show records a success beyond expectations: all the numbers

Pubblicato il 28 February 2024
Autore: Redazione MT Magazine

The first edition of Vermouth Salon in Turin ended with important numbers.

The event, sponsored by the Piedmont Region and the City of Turin and created by the project in the mixology field MT Magazine in collaboration with the social promotion association non-profit Eat Bin and the event organization agency To Be, far exceeded even the organizers' expectations. “We recorded a significant turnout from the people of Turin” he declared enthusiastically Laura Carello, creator and curator of the Vermouth Show and mixology projects MT Magazine e Mix Contest Italy Tour.

THE FIRST EDITION OF THE VERMOUTH SHOW COMES TO LIVE: ALL THE TALKS FROM 24 AND 25 FEBRUARY

“The event exceeded the expectations we had, in terms of both producers and audiences, and will be repeated in 2025, in the same period. To the Museum of the Risorgimento we had the big names, who helped write the history of vermouth around the world, as well as young companies taking their first steps in the market. Surprising to see so many interested kids among the visitors, this made me very excited”

THE NUMBERS OF THE SHOW

Over 5,000 entries have been registered at the National Museum of the Risorgimento, home to two days of hosted tastings and talks Saturday 24 and Sunday 25 February; 24 producers were involved in the event, including young people who interpreted vermouth in a completely new and innovative way, albeit in compliance with the production regulations. Over 40,000 vermouth tastings took place, which helped the public to get to know each individual company, to appreciate the stylistic and product differences, and to choose which vermouth to take home, recording a total of over 500 bottles purchased at the end of the event.

It was also a great success in the talk room, in which seven events were held, all sold out, for a total of 500 entries and 20 professionals involved, between producers, industry experts, brand ambassadors, bartenders and chefs. More than 30 partners they were confident in the success of the event well before the numbers of the public and the press, which wrote about it in over 150 articles nationwide, broadcasting the event on 4 local and national television networks.

THE NUMBERS OF THE FUORI SALONE

Also the Fuori Salone del Vermouth it went beyond expectations. In the five days that preceded the event at the National Museum of the Risorgimento, from Monday 19th to Friday 25th February, 19 cocktail bars were involved, offering dedicated drink lists, of which 14 participated in the Vermouth Contest Special Edition on Tuesday 20th February; 10 restaurants were involved, 9 of which hosted themed dinners, all sold out, with an average participation of 50 people. Beyond 3,000 cocktails were consumed based on vermouth, 10 masterclasses and the dedicated guests in the cocktail bars and There are 2 locations involved in Turin, the Carpano Museum and the Lavazza Museum, with dedicated visits and proposals for tastings and mixing with vermouth.

THE CITY OF TURIN OPENS THE DOORS TO THE VERMOUTH OUTSIDE FAIR