Hand in hand with the revival of classic cocktails and the versions that the creativity of each bartender gives them, vermouth earned an immovable place in high-end bars. It is worth noting that at least five of the most emblematic cocktails in history (Negroni, Rob Roy, Americano, Manhattan and Martini) use vermouth in their recipe.
Thus, it is not surprising that 99% of bars around the world surveyed in the 2025 edition of the Drinks International report have at least one brand of vermouth.
In addition to the rise of classic cocktails, there is a growing interest among bartenders in the history, origin and ingredients that make up the various brands. On the other hand, the trend towards low-alcohol beverages has contributed significantly to this revitalization.
Within this global label, two styles of vermouth are accommodated internationally: Italian and French. The first has a sweet profile and dark color, while the second is dry. In the Americas, meanwhile, a third style was born, with red wine as a base and its flavor providing personality.
According to data from the International Wine and Spirit Research (IWSR), in 2023 Argentina reached a production of 7.6 million liters of vermouth, which represents an accumulated growth of 8% over the last five years (2018-2023). . This positions Argentina as the main producer of vermouth in Latin America, surpassing Brazil, which reported a production of 4.5 million liters per year in the same period.
In our country, Cinzano is the vermouth most chosen by Argentines, according to data from Scentia that considers the period January-November 2024.
On the other hand, the Brand Report of the specialized publication Drinks International, recently published, highlights that Cinzano is the second most chosen brand globally in bars, rising one position in relation to the 2024 edition of the same report.
¨According to the Scentia report, Cinzano’s share in all channels (supermarkets, independent sales and warehouses) was 68%. This means that the brand occupies a clearly majority space in the total market for the vermouth category. Another point to highlight is that our country is the main world market for Cinzano¨, he says. Estefanía Jacobs, Marketing Manager of Cinzanoa brand that belongs to the Campari Group global portfolio.
Among the reasons behind the revival and rise of vermouth is that consumers value its low alcohol content – in line with current trends in the world of beverages – and its ability to adapt. ¨This growth we understand will extend to the year that has just begun. It is a category that is increasingly charged with modernity and validity”, highlights Jacobs.
History and proximity
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Behind Cinzano’s success there is, first of all, a long history that makes the brand synonymous with its category. With almost 300 years of experience worldwide, it was born in 1757 in the Italian city of Turin by the Cinzano brothers, and arrived in Argentina at the end of the 1800s along with the first wave of Italian immigrants. Eventually it became part of our culture, taking root in our symbols and customs and giving birth to a vermouth culture of its own.
Source: Ambito
I am Pierce Boyd, a driven and ambitious professional working in the news industry. I have been writing for 24 Hours Worlds for over five years, specializing in sports section coverage. During my tenure at the publication, I have built an impressive portfolio of articles that has earned me a reputation as an experienced journalist and content creator.
