Museum of Martini Rossi.
The tradition of vemouth in Turin
One of the famous gastronomic discoveries of Turin is vermouth.
In 1786, Antonio Benedetto Carpano, originally from the Piedmont province of Biella, created his first vermouth in a famous and popular shop in the central square of Turin - Piazza Castello.
The vermouth factory expanded and the business went uphill for many decades.
By the middle of the 19th century, Turin vermouth was already known in Europe and America, as well as in Asia.
At the end of the 19th century, the Carpano company was one of the largest producers of Piedmont vermouth. Vermouth was served with first courses as an aperitif before dinner, combined with light snacks, as well as with sweets and cookies in pastry shops, where even single young ladies had the opportunity to take advantage of this Turin custom without violating the laws of etiquette.
Later on, at the end of the 20th century, the business was sold and moved to Milan. However, ancient traditions are still preserved in the city. Vermouth can be tasted in city cafes. And this will not be just a tasting, but rather a ritual, a unique experience that gives the opportunity to discover this flavoured wine.
We can say that the baton of ancient traditions was successfully picked up by the Martini Rossi factory (Martini & Rossi) in Turin, founded by Alessandro Martini and Luigi Rossi in 1863. Today Martini is the most famous brand of vermouth.
For travellers who want to get acquainted with the production of this drink, the doors of the factory are open. Staff will tell you about the features of its production and offer a tasting. There is a unique museum at the factory, demonstrating the traditions of wine production and storage since ancient Roman times. A visit to the factory will be a fascinating journey.
Do not hesitate to contact the Turin guide Liudmila if you would like to plan a visit to it!
