Turin, Capital of Vermouth: the symbol of the Italian aperitif in the world will be the protagonist of the Salone weekend on Saturday 21st and Sunday 22nd February, between Made in Italy and Made in Turin.
Not just history, but also a look to the future: the focus is on the ritual of the vermouth-based aperitivo, from yesterday to today. From February 16th to 22nd, there will also be a week of FuoriSalone events: Turin will transform into a stage spread across museums, restaurants, cocktail bars, bookstores, and iconic locations in the Piedmontese capital.
Turin and Piedmont return to being the stage of international mixology with the third edition of the Salon e del Vermouth , on the weekend of Saturday 21 and Sunday 22 February 2026. The event takes on a symbolic and exceptional value in 2026, celebrating a fundamental anniversary in the history of Italian food and wine: the 240th anniversary of the birth of Vermouth , which took place in Turin in 1786 , under the Savoy porticoes.
The event takes place in an exceptional location: the rooms of the National Museum of the Italian Risorgimento , which during the Fair will be open to visitors with the guided tour ” One Museum, a thousand stories: the Risorgimento is served !”.
An event that renews the profound bond between Turin and Vermouth , projecting tradition and innovation: from its centuries-old origins to the future of contemporary mixology. Officially born in Turin in 1786, Vermouth has its roots in an ancient tradition that unites 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 key player in aperitifs and international mixology.
The first and only Italian event entirely dedicated to this flavored excellence , the Show aims to strengthen the profound bond between the product and the Piedmont region. The 2026 edition celebrates both tradition and innovation, placing producers at the center of the story and promoting Vermouth as a symbol of culture and Made in Italy . By engaging with leading producers, top industry players, and the specialized press, it also promotes the corporate culture associated with Made in Italy and Made in Turin , with a keen eye on sustainability, innovation, and the future of the sector.
Conceived and curated by Laura Carello , the event is organized with the patronage and support of the Turin Chamber of Commerce and thanks to the support of the Piedmont Region, the City of Turin, and Turismo Torino and the Province . The Vermouth Show thus confirms its role as an international cultural and strategic platform for promoting 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 .
The 2026 edition presents itself as a major experiential and cultural event , offering a broad and contemporary vision of a product that symbolizes identity and innovation. The event is a true cultural and educational hub , chronicling the evolution of Vermouth, from its origins to the present day, from historic cafés to its central role in the contemporary aperitif ritual, highlighting production, mixology, and its dialogue with gastronomy.
The Vermouth Show is the heart of the event, welcoming producers, industry professionals, and the public to a varied program of meetings, tastings, and in-depth discussions . The program includes meetings with producers and in-depth discussions on the history of Vermouth, the birth of the aperitif ritual, its use in mixology, and its connection to food. Journalists and industry experts will be present, offering authoritative and informative insights.
It will not just be a showcase , but a choral celebration that offers its most complete and representative offering: over 30 Vermouth producers , from historic brands to emerging artisanal realities, brought together to tell the story of Vermouth through its different interpretations, styles and territorial identities, giving life to a unique dialogue between big names of international fame, historic local excellences and young emerging producers who are bringing new life and creativity to the category.
The format features a comprehensive and diverse presentation where small, medium, and large producers meet to showcase their labels, discuss their offerings, and guide the audience through tastings. The vermouths featured include: the premium selection includes Strucchi, Fratelli Branca Distillerie – Carpano, and Antica Formula, Martini & Rossi, Baldoria, Cinzano, Gran Torino , and Ballor . We continue with Carlo Alberto , produced by Compagnia dei Caraibi , a company recognized as a Master of Taste ; Canone Vermouth; Bordiga – Mulassano; Mu Vermouth; Bonaventura; Vecchia Scuola; Giacobini Vermouth; Vermouth dell’antiquario – Fanè; Somaro; Mazzetti d’Altavilla; Cocchi; Citto Vermouth; Aprutium Vermouth; Chazalettes; Bosca; Ebon; Les Guardes Enfants; Tetti Battù; Vandalo – Glep Beverage; Affini; Fermentings; Poggio ridente; Zoppi; Elena Vermouth; Trinchieri.
The Vermouth Show stands out as the only Italian Vermouth event to also include an exclusive B2B day . This edition will feature an important new feature for 2026: Monday, February 23 , 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 two main days of the Vermouth Show and the B2B day , the city will be livened up by the Fuori Salone , which will extend the event from February 16 to 22, 2026 , to the entire city, with events combining culture, flavor, and conviviality. For an entire week , Turin’s best restaurants will host dinners featuring vermouth, featuring both the dishes and pairings, while Turin’s best cocktail bars will showcase dedicated drink lists. In both venues, renowned guests will take center stage: chefs and bartenders in the restaurants, and internationally renowned bartenders in the cocktail bars, who will also be the protagonists of vermouth-themed B2B masterclasses . During the week, it will also be possible to visit the iconic locations where this aromatized wine is celebrated today.
A rich program designed to strengthen the bond between Vermouth and the city of Turin through tastings, cultural events, guest shifts, editorial presentations, and dedicated menus.
The ribbon-cutting ceremony for the Salone del Vermouth will kick off the event with an inaugural round table discussion , which also marks the official opening of FuoriSalone 2026. This round table discussion will serve as a key step in the dialogue between historic tradition and the contemporary vision of Vermouth. The meeting will take place in the prestigious halls of Palazzo Birago , the official headquarters of the Turin Chamber of Commerce , on Monday, February 16th at 3:00 PM , with a discussion entitled “What Changes So That Nothing Changes – Chapter 2,” moderated by Carlo Carnevale . The round table will bring together institutions, historic producers, and new artisans to initiate a discussion on the future of Vermouth over the next five years, addressing the issues of sustainability, the evolution of international markets, and the export strategies of the Torino brand worldwide.
From a tourism perspective and on the occasion of the third edition of the Vermouth Show 2026, the Vermouth Passport was also born, an interactive tool designed to guide the public through the different stages of taste and collect experiences in the participating venues.
Paolo Bongioanni , Councilor for Trade, Agriculture and Food, Tourism, Sport and Post-Olympic Games, Hunting and Fishing, and Parks, and Claudia Porchietto , Undersecretary of the Presidency of the Piedmont Region, state: ” In the face of the crisis that has affected other alcoholic products, Piedmontese vermouth is not slowing down. Indeed, the numbers speak of a veritable boom: production increased from 2.4 to 6.8 million bottles from 2018 to 2024, the average price per bottle rose from €17.92 to €25.20, and turnover rose from €32.6 to €172.2 million, 65% of which is generated abroad. The Vermouth Show, with all its widespread events, is therefore the perfect place to discover the many surprising expressions our producers offer of an excellence deeply identified with the history and territory of Turin and Piedmont, and which combines the charm of tradition with contemporary creativity .”
“The Vermouth Show reaches its third edition, establishing Turin as the world capital of this symbol of Made in Italy,” said Paolo Chiavarino , Councilor for Commerce for the City of Turin. ” An event that celebrates the transformation of an ancient herbal wisdom into a global social ritual. This year’s edition holds historic significance: it marks the 240th anniversary of the birth of Vermouth (1786), and the Show confirms its position as the only event in Italy entirely dedicated to the category. The objective is twofold: to strengthen the bond between the product and the Piedmont region and to enhance the dialogue between tradition and innovation, placing producers and their stories at the center of the narrative. Thanks to the Fuorisalone format, the event will engage the entire city: from historic cafés, guardians of tradition, to the most innovative venues, transforming Turin into a widespread stage for culture and conviviality.”
Massimiliano Cipolletta , President of the Turin Chamber of Commerce, emphasizes: ” We are once again supporting the Vermouth Show this year, an event that promotes the dissemination and promotion of a product that is a symbol of Turin and Piedmontese flavor. We are also pleased to contribute to events like this, which enhance the opportunities for discussion between professionals, companies, and the public. This year, we will host the inaugural round table discussion of the off-show, dedicated to the future of Vermouth, at our headquarters in Palazzo Birago. Indeed, we are observing a steady growth in interest in Vermouth among producers, and the public is also very interested. We see this consistently with the Extra Vermouth project, developed in collaboration with Turismo Torino e Provincia: a tasting offered by more than 20 Turin venues that combine Vermouth di Torino with a selection of typical local products and Piedmontese cuisine. It is an experience that is always highly appreciated and sought after by those visiting the city .” Alessandro Bollo , director of the National Museum of the Italian Risorgimento, comments: ” We are proud to host the third edition of the Salone del Vermouth in our halls, an event that celebrates one of the most representative excellences of Turin’s history. For the occasion, we have created a guided tour entitled ‘One Museum, a Thousand Stories: the Risorgimento is Served!’, which intertwines the historical narrative of the Risorgimento with Turin’s gastronomic tradition. It is a unique opportunity for the public to discover how history, culture, and food and wine traditions intertwined in the salons and cafés that served as the backdrop to the great events of our past,” said Alessandro Bollo, director of the National Museum of the Italian Risorgimento.
Martina Cerbone , Marketing Director of Fratelli Branca Distillerie, states: ” Participating in the Salone del Vermouth 2026 has a highly symbolic value for us: Carpano is not just a vermouth, it is the vermouth, the first and most authentic in history. Born in Turin in 1786, it gave rise to the category and has embodied its most genuine spirit for 240 years, preserving a continuity and authenticity that represent a unique heritage in the world of Italian aperitifs. Continuing to be present here, where it all began, means celebrating a tradition that has spanned the centuries and reaffirming Carpano’s role as an essential reference for vermouth on an international level. At the same time, this Salone is a precious opportunity to meet the new generations of bartenders, who enthusiastically reinterpret a historic brand like Carpano and take it into the future with creativity and awareness. It is precisely from this dialogue between authenticity and innovation that the strength of our legacy is born.” The Salone del Vermouth: a rich program of training and culture
The goal of the two-day Vermouth Show is to promote the culture of this Italian excellence, recounting its history, identity, and contemporary potential. For this reason, at the National Museum of the Italian Risorgimento , the public will have the opportunity to participate in interactive blending and tasting workshops , designed to explore the product’s many nuances up close.
The program includes meetings with producers and in-depth discussions on the history of Vermouth, the birth of the aperitif ritual, its use in mixology, and its connection to food. Journalists and industry experts will be present to offer an authoritative and informative perspective.