Needless to say, habits during the pandemic changed, and in most cases, without turning back. The consumption of alcoholic beverages reflects this: on the one hand, interest in drinking at home grew, while at the same time the concept of “late or“, that is, enjoying a meeting after leaving work, instead of choosing a more nocturnal time.
Today in Argentina, according to data from Kantar Cocktail Tracking (2023), 55% of vermouth and soda consumption occurs preferably at home. And since it is a low-alcohol option, it is consumed during the day and night: 30% as an aperitif and 41% at night.
On the other hand, well-being is no longer a choice but a necessity. In the last two years, 32% of Argentine millennials who changed jobs did so thinking about achieving a fair balance between work and personal life, according to a Deloitte study. This well-being also entails greater care for mental and physical health and in that framework, The favorite alcoholic beverages are those that are made from natural ingredients, such as herbs, and that have a lower alcohol content.
These reasons explain the return of a classic like vermouth, the typical Italian aperitif that “whets the appetite.” It is made from wine – white, red or rosé – to which extracts of herbs, flowers, fruits and spices are added. You can add alcohol, sugar and/or candy. To be considered as such, vermouth must contain at least 75% wine.
“In Argentina there is a revival of vermouth, which comes hand in hand with a profound change in wine consumption: today more young people drink it and there is a much deeper perspective. Vermouth did a similar process,” he highlights. Juan Manuel Boetti Bidegain, owner of Siphon, Whiskey Headquarters, Madre Rojas and Ostende.
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According to industry estimates, since 2012, around 100 new vermouth brands have been created around the world, with sustained growth in consumption over the last 5 years.
“At the moment it became more fashionable because it is something rich and economical; and that is highly valued among young people. The low alcohol content and the herbal blend make it an attractive option, the one that this type of client is looking for,” he says. Lourdes Ferrezin charge of classical Don Marcos vermouth shop from Santa Fe.
The growth figures
According to data from IWSR (International Wine and Spirits Report), 2022 represented the fifth consecutive year of growth for the vermouth category: 10% on average since 2018. In Argentina, almost 8 million liters of vermouth are consumed per year, with a growth estimate that remains positive for the coming years. “There are studies that report that people drink more, but that the alcohol content of the chosen drinks is much lower. Find more drinks soft and refreshing“Vermouth plays an important role there,” says Juan Manuel Boetti. Bidegain.
During 2023the market consulting firm Scentia reported that The vermouth subcategory grew by 47% in volume compared to 2022,. “We see a trend – according to Kantar – of an increase in testing among the youngest (18 to 24 years old) and regular consumption that occurs more frequently among the 35 to 44 age group,” he adds. Stephanie JacobsCinzano Brand Manager at Campari Group Argentina.
The constant innovation of the premium category is an important driver when it comes to highlighting these rising numbers. “At Sifón the most requested vermouth is the classic rosso, but with the improvement in quality, today there is a greater variety of products,” remarks the gastronomic businessman, who also distinguishes the Argentine peculiarity of drinking the vermouth with sodanow used in quality beverages to incorporate flavors and textures.
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“There is no particular place to drink vermouth, you can drink it with friends, in a bar, or at a family meal at home; The time of day is mostly the afternoon/evening, although a Sunday at noon is perfect to accompany the family meal… That is what is wonderful about vermouth, that it can be had at any time, and that it is good to accompany any food or chopped”, he adds Ferrez.
In 2023, Cinzano, leader with more than 70% market share, grew 51% in volume vs 2022 (source: Scentia). “The attributes of the brand that stand out the most are its heritage, its long history, that it has always been on the table of Argentines and that it is a product to share with friends or family,” says Jacobs.
A campaign to be declared of Cultural Interest
The movement around this appetizer means that there is a week dedicated to celebrating it. This year it is celebrated in Argentina from March 18 to 24, seven days in which bars and brands prepare special initiatives to promote it among vermouth lovers. The international day of celebration of vermouth is first sunday of spring of the northern hemisphere(which this year happens to be Sunday, March 24).
Cinzano is present like every year in this week “especially dedicated to celebrating the vermouth ritual around the world”, but in 2024 “we go further and bring a different proposal, to make history and create a new classic forever”, it states Carolina GentileMarketing Director of Campari Group. “We propose that Vermouth Week be of Cultural Interest. We and only we can do it because we are synonymous with vermouth, the leader of the category, the benchmark, and for being on the table of Argentines for many years, generation after generation. We aim to capture the stories that justify why this week deserves such recognition,” says Gentile.
The birth of a classic
Vermouth has a heritage that dates back to the Middle Ages. The two predominant styles of vermouth – Italian rosso rojo and French dry white vermouth – were created and marketed more than two centuries ago. The first commercial vermouths emerged in Italy at the end of the century
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XVIII; The French were quick to follow their example, and in these countries, as well as in Spain and clearly in Argentina, there continues to be a vibrant aperitif culture, with glasses of vermouth that facilitate the transition between the rigors of the work day and the calm of dinner.
Thus, and chosen to share moments with those we love most, With the thousands of Italians who embarked in the ports of Genoa and Naples, the “vermouth” arrived Cinzano, a word incorporated into the lives of several generations of Argentines. A brand that has been strong in our country since 1870.
“Cinzano in particular has been a tradition for years, our grandparents already drank it. But in these times, it is no longer a question of ages because it happened to the youngest, and it has the fundamental qualities: rich and economical, much more valued in these times we are going through,” concludes Ferrez.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
