Created in Turin in 1786, Carpano vermouth marks 240 years of history — and remains a defining reference in both classic and contemporary cocktail culture.
The drink that invented a category
Carpano vermouth was born from the hands of Antonio Carpano in 1786, in the northern Italian city of Turin. That single creation did more than introduce a new product — it launched an entirely new category of aromatized wines, crafted from white wine infused with herbs, spices, and botanicals, that continues to shape cocktail culture worldwide.
March is Vermouth Month, and the timing couldn’t be more meaningful. Turning 240 years old, Carpano is using the occasion to spotlight the drink’s versatility and reinforce its place in the modern Brazilian drinks scene.
A comeback driven by cocktail culture
Vermouth has been staging a strong comeback in recent years. Two forces are driving its renewed relevance: the revival of classic cocktails — where it plays a starring role in drinks like the Negroni and the Martini — and a growing consumer preference for lower-alcohol options.
The audience leading this shift is largely made up of adults between 25 and 45 years old — drinkers who have developed a more refined palate and tend to seek out products made with natural ingredients, paying close attention to provenance and craftsmanship.
From aperitivo to signature serve
Vermouth’s versatility is one of its greatest strengths. It works equally well sipped neat as an aperitif or stirred into a classic cocktail. One of Carpano’s signature recommendations is the Carpano Tonic — simply vermouth, tonic water, and ice — a minimal serve that lets the drink’s aromatic complexity take center stage.
“We want to use this symbolic date to bring vermouth into the spotlight, especially in Brazil. It’s an extremely versatile drink, and our goal is to show that it can fit into many different drinking occasions — simply and accessibly — while showcasing its aromas and flavors.”
Recognized as the world’s first vermouth, Carpano is distributed in Brazil by Aurora Fine Brands, an importer with over 75 years of experience and a portfolio of more than 60 international brands. Founded in Hamburg in 1921 and operating in Brazil since 1946, Aurora Fine Brands is the only Latin American company to hold membership in the CEISA (Circle of Specialty Food Importers).
Event Info
- Product: Carpano Vermouth
- Occasion: Vermouth Month — March
- Origin: Turin, Italy (since 1786)
- Brazil distributor: Aurora Fine Brands
- Instagram: @aurorafinebrands
