Italian vermouth on the international market (1890–1960): a success story

Abstract

This article examines the causes and geographical trajectories of the globalisation of vermouth, one of the most famous Made in Italy products in the world. Of all the fortified wines, vermouth stands out for its unique history. Originally a product of Piedmont consumed mainly by the aristocracy and the emerging bourgeoisie, vermouth became the subject of a growing export trade between the nineteenth and twentieth centuries, gaining credibility thanks to the prizes won at international exhibitions and the marketing strategies of the main companies in the sector (Martini & Rossi, Carpano, Gancia, Cinzano). Despite the commercial difficulties it experienced in the twentieth century as a result of protectionist measures, the effects of war, the heterogeneous policies applied to the alcoholic beverage industry and widespread imitation and counterfeiting, vermouth has managed to maintain an appeal that has made it an international icon and one of the most resilient products in the medium to long term. This is partly the result of a media representation that was capable of deeply influencing the collective imagination of consumers.