The historical origins of vermouth and the rise of Martini
Regulated by EU standards, vermouth remains a staple of European viticulture with roots tracing back to ancient botanical infusion techniques.
Current EU regulations define vermouth as a product consisting of at least 75 percent wine, supplemented with sugar, fortified, and aromatized with botanicals, specifically those from the 'Artemisia' genus. The name itself derives from the German 'Wermouth', referring to wormwood.
The tradition of aromatizing wine dates back to antiquity, when the process was used to refine the flavor profile of wines. Following the decline of these techniques in Western Europe after the fall of the Roman Empire, the practice persisted in the East before being rediscovered in Italy during the 12th century. By the late 18th century, trade links between Savoy and Austria facilitated the introduction of these aromatized wines to Turin, where local winemakers began producing their own versions.
Industrial production evolved during the early 19th century, supported by the vibrant café culture in Turin, which popularized the 'aperitivo' tradition. In 1863, Alessandro Martini, Teofilo Sola, and Luigi Rossi established the Martini brand within this thriving environment, solidifying the company's place in the history of the regional industry.