A new edition of the Vermut Week arrives

If there is a drink that has transcended generations and managed to expand in the country, it is the vermouth. With a strong presence in bars, Vermuterías and homes from all over the country, this Italian classic took Argentine passport, reinvented itself without losing its essence and strengthened as one of the favorite options for social meetings.

The interior of the country has a key weight in vermouth consumption. According to Scentia 2024 data for all sales channels (stores, chains and independent self) 56% of the total volume of the category is consumed outside Buenos Aires being the coast, the second most important square with 21% of the market. Rosario has established himself as one of the most important places, while Mar del Plata experienced significant growth in recent years, positioning himself as a vermuter epicenter.

While the Buenos Aires neighborhood of La Boca marked the point of entry and development of snacks in the country, vermouth is not just a Buenos Aires phenomenon. Throughout the country, the vermouth culture continues to grow and is part of the national DNA. There is a roots that transcends nostalgia: the new generations adopted this appetizer and made it their own: the vermouth remains synonymous with encounter. According to a quantitative study with consumers, conducted by Cinzano in 2020, 57% of those who choose Cinzano share it with friends and do so in bars and in their homes, in the previous one of an exit, next to a pool or in a weekend joint.

In Mendoza, for the Gomez Rooftop Sabry Rodríguez Manager bar, the emergence of artisanal vermuts coexists with the tradition of great brands such as Cinzano. “The vermouth is such a versatile drink that it can be consumed both in classic cocktails and in the rocks,” he says, “and the favorite remains the rosso.” In Café Belgrano, one of the most popular vermuteries in Rosario, Matías Dana highlights the growth of the most delicate and scented varieties: “They are enjoyed with soda, tonic or rap of grapefruit.” Whether in a glass of ice, in a jug with siphon or as part of a cocktail, the vermouth is still the protagonist of great moments at the Argentine table.

CONSUMPTION FORMS: Expand the menu

The way in which Argentines enjoy vermouth has evolved without losing its essence. “The Cinzano classic with soda, lemon or egún data from the International Wine and Spirit Research (IWSR), in 2023 Argentina is the undisputed star for being fresh, light and soft,” says Valentina Benítez, Bartender de Río Negro and member of the Campari Academy. In Mar del Plata Repeat throughout the country: “Here what comes out is the bottle of Cinzano accompanied by a siphon. This ritual is completed with the classic chopped or the potato tortilla, but also different sandwiches, milanesas and sagings.

For cocktail lovers, vermouth also adapts to new drinks. “The bianco vermouth is perfect for a spritz where the vermouth touches are combined with the bubbles of a good brut nature and generate a super fresh snack ideal for the late summer or to accompany any lunch,” says the Bartender Sabry Rodríguez de Gómez Rooftop. Meanwhile, Gustavo Brizuela, of Córdoba. With soda and a few drops of Angostura accompanied by cheeses and olive trees remains an unbeatable combination. “

From Italy to the heart of Argentine culture

The vermouth was born in Italy and arrived in Argentina at the end of the 19th century with the wave of European immigrants. What began as a nostalgic bond soon became a national identity symbol. Today, the vermouth market in the country continues to expand, with a growing offer of local labels and a strong preference of the public for this appetizer.

According to data from the International Wine and Spirit Research (IWSR), in 2023 Argentina has established itself as the main vermouth producer in Latin America with a production of 7.6 million liters in 2023, which represents an 8% growth in the last five years. This growth has positioned the country above Brazil, which produced 4.5 million liters in the same period. In this scenario, Cinzano, after AMBA and the national and wholesale chains, Rosario enters the podium of the cities of greater consumption. Mar del Plata also had an outstanding growth and represents 7% of the brand’s total sale.

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Cinzano

“The daily relationship of the vermouth with the Argentines is reflected in its main habit of consumption: according to the quantitative study conducted by Cinzano in the year 2020, 82% of the brand consumers choose to drink it at home, although it appears more and more appears as part of cocktails in letters of bars and vermuterías, promoting their consumption in the ON-TRADE. But as it was clear in the latest Cocktail Tracking report, always associated with the match and sharing, not only a vermouth glass with Soda but a moment of relaxation and camaraderie, ”says Estefania Jacobs, Marketing Manager of Grupo Campari.

With a combination of history, tradition and ability to reinvent itself, vermouth is still synonymous with good times and encounters throughout the country.