There is a lyricism to the way Roberto Bava speaks. Beyond his unmistakeable Italian accent, his sentences rise and fall. Every word is a piece of music in and of itself, which is sometimes broken by an infectious burst of laughter. He drops his h’s and finds syllables where ordinarily there are none. It’s not hard to picture him holding court at the head of the table at the Vermouth di Torino Institute, or working the room at events with people, he says, who openly express their  dislike of vermouth. “You have this reaction against it because you remember your grandmother used to offer you an oxidised thing,” Bava tells me. Once they taste a vermouth that has been well-made and well-kept, it’s a whole different ball game. “You discover a totally different product,” he says. Introducing vermouth to an entirely new audience, or a familiar audience in a different way, clearly brings joy to Bava. He talks of an event the night before we speak when he offered vermouth to the guests. After a couple of sips, they stopped drinking wine and switched to vermouth for the rest of the dinner. “It was phenomenal,” he says with unabashed glee. “People are now tasting it and saying, ‘Oooh, this is goooood.’” Bava, and the three or four generations (he forgets which) of his family who have worked in the industry before him, have lived through vermouth’s highs and lows. After heady days in the 20th century when it was consumed neat as a welcome drink or “nice company to your book and solitude”, vermouth fell out of favour in the “hard decades” of the 1970s, ’80s and ’90s. “As a category, it was a little bypassed,” Bava tells me. Vermouth simply couldn’t compete with the marketing budgets of other products and they stormed to the fore, leaving the fortified wine “a little lost”. It wasn’t until the cocktail renaissance in the 1990s and the meteoric rise of the Negroni many years later (in the early 2000s) that the pendulum swung back in vermouth’s favour. “Vermouth is a good drink,” Bava says lyrically, “but it is also an instrument to make better other drinks.” When asked which cocktails of the many that are made with vermouth – think the Martini, Negroni, Manhattan, Adonis – has done the most for the category, the Vermouth di Torino Institute president says in a flash: “the Negroni”. He then adds in his melodic way: “As an Italian, and being a Negronista, it’s gotta be a Negroni.” Bava does then concede that it slightly depends on the country. In America, for example, he says, the Manhattan is king – even if people don’t necessarily realise vermouth is in it. Another reason vermouth has risen to prominence, according to Bava, is the improved quality and introduction of a Geographical Indication (GI) for Vermouth di Torino three years ago – something he refers to as a “little miracle”. In short, this means the vermouth must be made with at least one Italian wine, wormwood must be the predominant flavour and the wormwood used must be grown in Piedmont. The final liquid must be between 16% and 22% alcohol. For a GI, this is broader than others and allows many producers in the Piedmont region to use “Vermouth di Torino” on their bottles. Bava was instrumental in getting this classification for the region in 2019 and was rightly given the role of president at the Vermouth di Torino Institute. In three short years, Bava says the GI is paying dividends and making a real difference to the style and quality of Vermouth di Torino. “Vermouth was produced all over the world,” he explains, “sometimes losing a little of the identity”. It wasn’t until the GI was approved that vermouth producers from Turin, like Bava, could really communicate that a vermouth from Poland or Argentina wasn’t the genuine article. For that, you need to go to its birthplace of Torino, Italy. “Vermouth di Torino has been a benchmark for the whole category – and will be, for sure,” Bava adds energetically. “This [label] makes an important guarantee to the consumer because you know what is in the bottle. You know there is control, you know someone has checked, made an analysis, you know the ingredients, and this is not a generic product, it is a specific product and a protected product.” He makes the inevitable, and important, comparison with the wine world. “You can produce wine all over the world, but if you do wine in Barolo it’s specific. You can do table wine in France anywhere but if you go in Pauillac, of course, you have something else. So this is what’s gonna happen,” he explains. To date, 99% of Turin's producers have joined the fold to champion and protect the region’s appellation, including some of the biggest and smallest names. At present, Vermouth di Torino is the only vermouth GI recognised and protected in the category but Bava teases that there could well be more in time. With vermouth from its birthplace now protected and a much better understanding of how it should be kept – in the fridge once open and stored out of direct sunlight – it’s hard not to see its fanbase continuing to grow, especially as it ticks the low-alcohol box for a more mindful, younger consumer base. “The consumption is going to grow. It takes us some time. I’ve been working already 10 years,” he laughs. But Bava is certainly bullish now all the producers are working as one. With Bava spreading the word, in his enchanting and charismatic way, you can certainly see an appreciation for vermouth continuing apace. Explore all spirits or read more Editorial 

Vermouth has fallen in and out of vogue many times throughout its history. Buoyed by a new geographical classification and ever-growing classic cocktail appreciation, the future looks brighter than ever. 

Cocchi Vermouth's Roberto Bava on the Italian drink's history, its new protected status and the classic cocktail renaissance

Vermouth's bright future 

Vermouth: the Italian job   

Think of a cocktail. Is vermouth in it? If you’re thinking of a classic cocktail, there’s every chance it is. The Martini, Negroni, Manhattan – I could go on. And on. For whatever reason, vermouth has not always received the recognition it deserves for propping up so many exquisite mixed drinks. In fact, I’d hazard that a fair amount of cocktail lovers don’t know vermouth is in their glass at all, or, if they do, their knowledge of the liquid might be a little patchy. When it comes to vermouth, there are a few things you need to know. Vermouth is an aromatised wine which hails from Torino, Italy. It is generally accepted that vermouth – as we know it, not the kind prescribed by Hippocrates in 400BC for ailments – was invented in the 16th century. In 2019, a Geographical Indication was introduced to protect the style and quality of vermouth from its birthplace, Turin. Under these regulations, vermouth must be made with at least one Italian wine, wormwood must be the predominant flavour and the wormwood used must be grown in Piedmont. The final liquid must also be between 16% and 22% alcohol in order for it to be labelled “Vermouth di Torino”. The two most common styles of vermouth are sweet and dry. The former is red in colour and as such is often called Rosso. This is the style used in your Manhattan and Negroni. Dry vermouth is white (Bianco) in colour and will be used in your classic Martini. Four classic Vermouth-based cocktails The Negroni It might be hard to believe given the Negroni’s current notoriety, but this simple serve of equal parts vermouth, Campari and gin was incredibly slow to catch on. As is often true in cocktail lore, there are a couple of people credited with its invention. The most widely accepted is a Count named Camillo Negroni who asked a bartender at Caffè Casoni in Florence to make his Americano cocktail a touch stronger. They duly obliged and switched the soda water for gin. This is believed to have taken place in 1919. A smaller camp credits a man named General Pascal Oliver Comte de Negroni with the invention of the cocktail in Senegal between 1855 and 1865. Setting aside the inventor for the moment, the Negroni, unrefutably, became de rigueur in the early 20th century – requested across Europe and favoured for its bitterness and alcoholic strength. Orson Welles was a very high-profile fan, famously quoted in 1947 for saying: “The bitters are excellent for your liver, the gin is bad for you. They balance each other.” In the years that followed, the Negroni’s popularity waned when appetites became more saccharine in nature. In the early 2000s, things shifted again as the Negroni began to appear on cocktail menus at some of the best bars in the world. It wasn’t long before the recipe featured in cocktail books and drinks sections of influential titles, such as The New York Times. Fast forward to today and the Negroni is regularly named the most popular cocktail by patrons and bartenders alike. There are countless riffs on the original recipe and an entire week is dedicated to celebrating it. How to make a Negroni 30ml sweet vermouth 30ml Campari 30ml gin Ice Slice of orange (garnish) Pour all ingredients into a glass with ice and stir well. Add garnish. The Manhattan The Manhattan has assumed many guises over the years, making its exact origin a hotly contested subject. Some believe Sir Winston Churchill’s mother was served the first Manhattan cocktail at the eponymous club in New York in the early 1880s. Others question the validity of this claim as she was likely in the UK, pregnant with the future Prime Minister, around this time. Some believe a New York bartender by the name of Black invented the recipe at the Hoffman House. The earliest known record of the Manhattan, in which this name and the recognised recipe, appear is in The Sunday Morning Herald in September 1882. Unhelpfully, some referred to a very similar recipe as a Jockey Club or Turf Club Cocktail. The classic recipe consists of Rye or Bourbon, sweet vermouth and bitters. During Prohibition, it was not uncommon for people to use a different whiskey as the base ingredient. If you substitute American whiskey for Scotch whisky, you have a Rob Roy cocktail. How to make a Manhattan 50ml Bourbon 25ml vermouth 3 dashes of orange bitters Cocktail cherry (garnish) Add all ingredients into a glass filled with ice and stir. Strain into coupe or Martini glass and garnish. The Americano The Americano recipe was invented at Gaspare Campari's bar in Milan in the 1860s. The cocktail of equal parts Campari, vermouth and soda water, was originally named “Milano-Torino” after the principle ingredients’ home towns of Milan and Torino respectively. The simple serve was renamed in honour of its growing fanbase: American tourists. The Negroni recipe was based on the Americano and contains two of the three main ingredients – with the soda water switched for gin. While many associate James Bond with the Vesper cocktail or a Martini – shaken, not stirred – the first cocktail associated with 007 in Ian Fleming’s work was actually an Americano in Casino Royale. It is later written, in A View To Kill, “Bond always had the same thing – an Americano”. How to make an Americano 30ml sweet vermouth 30ml Campari Soda water Slice of orange (garnish) Fill glass with ice, add Campari and sweet vermouth. Top with soda water and stir gently. Garnish. The Adonis A slightly less well-known vermouth-based cocktail, the Adonis was invented in honour of its Broadway musical namesake. The musical, based on William Gill’s novel, first opened in Chicago in 1884 and went on to become the longest-running show of its era. As the name suggests, the story follows a beautiful male statue who comes to life and ultimately opts to return to stone. The first reference to the Adonis cocktail was written in 1887. How to make an Adonis 60ml Oloroso Sherry 30ml sweet vermouth 2 dashes of orange bitters Stir all ingredients with ice. Strain into chilled glass. Browse all spirits or read more Editorial 

No drinks trolley is complete without a bottle of vermouth. It’s required in countless classic cocktails and is a remarkable drink in its own right. We chart vermouth’s rise to prominence and explore the history of four of the most famous vermouth-based cocktails.

Alll about vermouth’s rise to prominence and explores the history of 4 of the most famous vermouth-based cocktails - The Negroni, The Manhattan, The Americano

How four vermouth-based cocktails became classics

The history of vermouth in cocktails: shaken not stirred 

The history of Piedmont as a fine wine region and the establishment of Nebbiolo as a single-varietal wine predates the unification of Italy. Yet the region’s rise to international fame as Italy’s finest wine was intrinsically linked to the political role that the Piedmont Kingdom played in the unification of Italy. Nebbiolo as Italy’s first single-varietal wine The decision to move away from the generic field blends more typical of wine production in Italy at the time, to a single varietal Nebbiolo, was the first step towards Barolo gaining prominence. This decision also came about through aristocratic influence by the Piedmont nobility at the height of its power, prior to the unification of Italy in 1861. In the 1830s the Marchesi de Barolo married a French aristocrat who as part of her entourage brought with her a talented French oenologist, who after experimenting with many French varietals in the region quickly identified the potential of the indigenous Nebbiolo as a potential single varietal superstar! This French oenologist started to produce single-varietal Nebbiolo on the Marchesi de Barolo’s vineyards and it wasn’t long before the wines gained a reputation amongst the aristocratic classes. The King of Piedmont contacted the Marchesi requesting to taste this wine made from just Nebbiolo that everyone was talking about. The King became a huge fan of the wines and it wasn’t long before the Marchesi was sending 365 barrels of Nebbiolo
to the King for him and his courts to enjoy throughout the year. From then on Nebbiolo as a single varietal had begun to secure its place in fine wine history. The establishment of Barolo It wasn’t long before the King purchased his own wine estate in Barolo, which now exists under the ownership of Frescabaldi. The Piedmont kingdom was the conquering force in the unification of Italy along with the help of the French army that finally conquered the Spanish rule of Sicily and southern Italy and eventually Rome leaving just the Vatican and the Pope isolated from the rest of the newly
declared unified state of Italy in 1861. Amazingly there was no diplomatic relationship between the Vatican State and the Italian government until Mussolini reached out to them in 1932. The power of the Piedmont kingdom and its role in the unification of Italy meant that Barolo retained its status with the aristocratic elites of Italy and beyond and became known as the premium wine-producing region of the newly declared country. Its prominence and reputation remained ever since. The Barolo region became renowned throughout the country and Nebbiolo took its crown as the king of Italian wine. Barolo following the unification became more and more established with merchants moving in to seize the opportunity of this prestigious and unique Italian wine. At this time, apart from the noble families (Marchesi Di Barolo, Rinaldi, Bourgogno) all the
rest of the Barolo wines were bottled in Alba under merchant’s labels. Alba, much like Bordeaux, became a thriving merchants hub and the wine began to be exported overseas. Barbaresco: the unfortunate struggling sibling to Barolo History is full of cruel twists and the development of Barbaresco for much of the 19th and 20th centuries was a struggle for survival, unlike their more established neighbour Barolo - with its royal seal of approval. Today Barbaresco is being seen very much as Barolo’s equal but its survival is in no doubt down to two central figures of the region Gaja and the Produttori Di Barbaresco. 
The history of Gaja of Barbaresco The history of Gaja is extraordinary and singular in its rise to fame in the region and is a testament to the foresight of Giovanni Gaja and his son and French wife Clothide Rey. The Gaja family were not nobility but farmers, yet they became the first to bottle their own wine in Barbaresco in 1859. This became possible because the family owned a small tavern in the town which catered for the merchants that passed through Barbaresco as it was an active Port, distributing goods. At the tavern, the Gaja family used to make their wine and serve them from jars at the restaurant. At that time all other growers would sell their grapes to merchants in Alba to make wine.  Buoyed by the income of selling their own wines at their tavern Giovanni Gaja in 1859 then decided to bottle his best barrels in bottle (at this time this was often a blend of vintages). But these became the first Barbarescos ever to be bottled as Barbaresco. The family became further governed by quality when Angelo Gaja and his wife Clothide Rey took over from
his father. Their qualitative approach philosophy in a region that at the time was so underdeveloped is extraordinary. The family’s motto – fair, savoir faire, savoir faire faire et faire saviour (Work, knowledge, motivating others to work and passing on knowledge) has not faltered right up until today.  1958 was an important date for the Gaja family because this was recognised in Barolo as a fantastic vintage and it became the first vintage of Barolo to sell for over a 1,000 lira a bottle. The average price at the time for the best producers (such as Renato Ratti) was closer to 300 lira. This 1,000 lira price tag therefore became a big deal and was the beginning of Barolo
becoming recognised internationally as one of the world’s finest and most expensive wines. Yet despite this high price tag of Barolo, Giovanni Gaja was selling his current Barbaresco release at this time for 1,200 lira! This just showed the Barbaresco from Gaja even in those early days was outpricing the best wines of Barolo. The history of the Produttori del Barberesco The history of Barbaresco outside of the extraordinary success of Gaja was a lot less smooth. Through this period the region remained largely unknown for wine production despite successfully growing Nebbiolo like its neighbour Barolo and being home to the region’s best producer Gaja. However, there is another unique and profound development that took place in Barbaresco that also has shaped the region as one of Italy’s finest wine-producing regions for single varietal Nebbiolo that unlike Barolo did not rely on the aristocratic influence for its rise to fame. If anything, Barbaresco’s rise to fame, including Gaja’s development was the success of the
workers of the land rather than nobility. This came in the form of the socialist collective that started to bottle its own wine in Barbaresco under the Produttori Di Barberesco label.  Speaking with Aldo Vacca, today’s chief winemaker at the co-op it was a man called Dominizio Cavazza who was become known as the Father of Barbaresco. He moved to the region when he got a job working as the Director of the Wine School of Alba in 1890.  He immediately saw the potential of Barbaresco as a fine wine region and whilst he had no land, he knew if he could persuade the small landowners to compile their crops, he could make a fine wine that they could bottle and sell themselves rather than selling their crop to
the Alba merchants. By 1894 he had managed to persuade five farmers and two
landowners to contribute the crop and the cooperative was formed. At this time socialism was taking hold in many parts of Europe enabling small landowners to work together to enable them to manage their own produce without relying on the aristocratic landowners. Prior to the Bolshevik revolution in Russia in 1917, these socialist projects in Western Europe were seen as a very positive social development and was transforming the social structure across the region. Initially Cavazza believed that Barbaresco should be incorporated as part of the Barolo District but as Barolo by this time was already well established, thanks to its aristocratic ties, the Barolo producers had no interest in extending their boundaries. This decision in itself was to have a devastating impact on Barbaresco for the next 50 years. Whilst the cooperative became very successful in the early years, the First World War followed by economic hardship and the rise of fascism in Italy which actively shut down cooperatives in Europe, saw the Produttori cease to exist.  It wasn’t until 1954 that the co-operative project was reborn by the local priest – Don Fiorino, who on moving to the region heard about the early success of Cavazza and wanted to rekindle this success. For the priest the cooperative was essential in the survival of the local community that unlike Barolo was decimated by poverty and hardship through the first half of the 20th century. The 1950s saw the industrial boom in Italian cities which saw huge swathes of the countryside deserted as young men and women flocked to the cities for better wages in the automobile and other industries. To encourage people to stay in Barbaresco, Don Fiorino reopened the cooperative promising any landowners who joined him that they would be given fair and
reliable income if they stayed and worked the land. Dom Fiorino’s foresight was to be commended as ever since it opened the co-op has gone from strength to strength. Similar to Gaja, it is due to a strict qualitative approach that has meant this co-op is today producing arguably the world’s finished wines from a cooperative. These days, thanks to Gaja and Produttori, Barbaresco is producing some of Italy’s finest wines. Explore more Editorial 

We look back at the rise of Barolo and its neighbouring sibling Barbaresco's less fortunate, rocky road to fortune.


The historic rise of Nebbiolo

Renato Corino

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