The symbol of the Italian aperitif in the world is the protagonist of a long weekend of the Salone and a week of events in Turin, between contemporaneity and history. February 22nd at the Museo del Risorgimento.
2026 is a year like no other for the culture of fine drinking: it marks the 240th anniversary of the official birth of Vermouth , created under the shadow of Turin’s porticoes in 1786. To honor this legendary legacy, Turin once again becomes the national and international stage for the third edition of Il Salone del Vermouth, scheduled from Saturday 21 to Sunday 22 February 2026, at the National Museum of the Italian Risorgimento.
The 2026 edition is designed as a major experiential and cultural hub, offering a contemporary, as well as historical, vision of a product that symbolizes identity and innovation. The show will not only be a showcase, but a collaborative celebration featuring over 30 producers , sparking a unique dialogue between internationally renowned names, historic local excellences, and emerging young producers who are injecting new life and creativity into the category.
The heart of the event will be the Vermouth Show on February 21 and 22, 2026 , hosted at the National Museum of the Italian Risorgimento. It will welcome producers, industry professionals, and the public for a comprehensive program of meetings, tastings, and in-depth discussions. The Show also stands out as the only Italian and international event entirely dedicated to Vermouth to include an exclusive B2B day : the two days open to the public will be joined on Monday, February 23 , by a half-day dedicated to the trade, designed as a time for producers, buyers, distributors, and industry professionals to meet, network, and discuss ideas.
Alongside the main events , the Vermouth Salone will extend to the entire city with the Fuorisalone , scheduled for February 16-22, 2026. This week of events will enliven Turin with tastings, cultural events, guest shifts, editorial presentations, and dedicated menus. Cocktail bars, restaurants, bistros, historic cafés, and cultural spaces will be involved in an urban narrative that strengthens the profound bond between Vermouth and the city where it was born.
The 2026 Salone del Vermouth is enriched by a network of excellent partnerships that expand the experience beyond the confines of the museum.
Vermouth Cabrio with Somewhere will offer an exclusive panoramic tour on an open-top bus among the secrets of Savoy Turin , combining the historical story of the city with itinerant Vermouth tastings and, for the occasion, will also be intertwined with another anniversary: that of the Tramezzino in its centenary .
The collaboration with Eataly and the Carpano Museum will instead give rise to educational masterclasses and experiential dinners where Vermouth will become the protagonist and key ingredient of sophisticated food pairings.
And again, with Lavazza , an unprecedented meeting will take shape dedicated to the exploration of the aromatic and historical affinities between the ritual of coffee and that of Vermouth : two pillars of Turin’s social life .
Finally, the Caffè Sorici will be the protagonists of a journey dedicated to the rediscovery of Vermouth and Tramezzino through the stories of the city’s most historic places.
The 2026 Salone del Vermouth is enriched by a network of excellent partnerships that expand the experience beyond the confines of the museum.
Vermouth Cabrio with Somewhere will offer an exclusive panoramic tour on an open-top bus among the secrets of Savoy Turin , combining the historical story of the city with itinerant Vermouth tastings and, for the occasion, will also be intertwined with another anniversary: that of the Tramezzino in its centenary .
The collaboration with Eataly and the Carpano Museum will instead give rise to educational masterclasses and experiential dinners where Vermouth will become the protagonist and key ingredient of sophisticated food pairings.
And again, with Lavazza , an unprecedented meeting will take shape dedicated to the exploration of the aromatic and historical affinities between the ritual of coffee and that of Vermouth : two pillars of Turin’s social life .
Finally, the Caffè Sorici will be the protagonists of a journey dedicated to the rediscovery of Vermouth and Tramezzino through the stories of the city’s most historic places.
Alongside the main event, the Fuorisalone will transform the city of Turin into an open-air laboratory for an entire week . The collaboration will extend to restaurants, cocktail bars, and bistros, creating an ecosystem of widespread events featuring guest bartenders and chefs from international mixology and signature cuisine, as well as literary gatherings with book presentations and historical insights in the city’s cafés.
The Vermouth Passport will also be born, a new interactive tool designed to guide the public through the different stages of taste and collect experiences in the participating venues.
Now in its third edition, the Vermouth Show confirms its position as a cultural and strategic platform of national and international scope for the promotion of Vermouth and as a tool for promoting and attracting the city of Turin and Piedmont, helping to strengthen Turin’s position as the national and international capital of Vermouth .
Conceived and curated by Laura Carello , the Vermouth Show is now the leading event dedicated to Turin’s historic aromatized wine and serves as a strategic platform for the cultural and economic promotion of Vermouth. Through the involvement of leading producers, top industry players, and the specialized press, the event contributes to the city’s tourism and food and wine development and promotes the business culture associated with Made in Italy and Made in Turin , with a keen eye on sustainability, innovation, and the future of the sector.
Officially created in Turin in 1786 , Vermouth has its roots in an ancient tradition that combines herbal knowledge, wine culture, and the art of mixology. Originally conceived as a “Hippocratic wine,” prized for its aromatic and digestive qualities, Vermouth has gradually established itself as a symbol of Turin’s conviviality and elegance, over time becoming a staple of aperitifs and international mixology.
Turin , thanks to the work of historic producers, artisans, and contemporary innovators, has preserved and renewed this legacy, transforming Vermouth into an iconic product capable of engaging with global markets. The Vermouth Show was created precisely with the aim of telling and promoting this story, connecting past and present and restoring Vermouth to its rightful international cultural role as a global symbol.
Vermouth, the soul of Turin between herbalism and nobility
The Roots of Vermouth: From Hippocratic Wine to the Savoy Court . Although its official consecration dates back to 1786 in Turin, Vermouth’s roots reach deep into classical antiquity. The concept of “aromatized wine” originates with the Hippocratic wines of ancient Greece, infused with wormwood and spices for healing and digestive purposes. However, it is in the shadow of the Mole Antonelliana that this medicinal tradition was transformed into a refined convivial art.
The turning point of 1786: the invention of Benedetto Carpano
The modern story begins in a small shop in Piazza Castello, where Antonio Benedetto Carpano perfected the perfect recipe, blending Moscato wine with an infusion of over 30 herbs and spices. It was an instant success: the drink conquered the palate of King Vittorio Amedeo III, quickly becoming the official aperitif of the Savoy court. From that moment on, Vermouth ceased to be an apothecary’s remedy and became a symbol of elegance and social prestige, giving rise to Turin’s famous “aperitif hour.”
A universe of shades: red, white and dry
Over time, the original recipe has evolved into several variations, each with its own personality and specific use.
Red Vermouth : the original Turin vermouth, amber and complex. Rich in spicy and balsamic notes, it’s a staple of classic cocktails like the Negroni .
White Vermouth : sweeter and more delicate. Perfect sipped neat with ice and a twist of lemon.
Dry vermouth : characterized by a very low sugar content and a dry, pungent profile. It is the inseparable companion to gin in the legendary Martini Cocktail .
The Vermouth Show, a bridge between history and modernity
Today, Turin is experiencing a new “renaissance” of this spirit. Alongside historic giants like Carpano, Martini & Rossi, and Cinzano , a new generation of artisanal producers is rediscovering archival recipes and local botanicals, celebrating the inextricable bond with the land and the underlying wine.
The Vermouth Show was created to celebrate this dynamic legacy. Located in the heart of the city, the event serves as a stage where history meets innovation. Through guided tastings, blending workshops, and meetings with master herbalists, the Show restores Vermouth’s role as a cultural ambassador, conveying the excellence of Made in Italy to global markets.