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In 1786 Antonio Benedetto Carpano starts to produce a flavored wine by mixing herbal tea with spices: More than 30 types of vermouth.
The substances derive from the vegetal world, in other words the classic bouquet is obtained from leaves, flowers, seed, roots, bulbs and barks of different plants. The probably most important ingredients are mugwort and wormwood.

Since then it has become a symbol of Turin. In the 19th century, numerous commercial enterprises in the Piedmont exported this particular product to Europe and the rest of the world. One of the most important enterprises was Martini & Rossi. Within a short time “Martini" became the synonym for aperitif. One single word but the definition for a pleasant pastime and an international style with its background in Turin. Today everywhere Martini is the name for the aperitif: You never ask your barman for vermouth but for a Martini, Rosso, Bianco, Dry... Not only in Italy but all over the world.

THE APERITIF AS A SOCIAL RITE

A product that is also a rite. The term “aperitif” does not only mean drink, but refers also to a typical social trend.

In former days, the intellectuals, statesmen or visitors met in the first cafés to drink a glass of vermouth and to discuss politics and culture. Today the rite has not changed, although it is enjoyed according to the rules of modernity: The aperitif is a necessary moment of relaxation, settled into a calm rhythm. It’s nearly a lifestyle which can be experienced in one of the numerous historic cafés in the city center or in the trendy bars in the Quadrilatero Romano zone, the Murazzi zone and the Valentino Park.
Treat yourself to an informal break according to your rhythm... and enjoy your dinner at the same time: Because if you simply order a glass of wine or a Martini cocktail, you will be served samples of pasta and rice dishes, sausages, sandwiches, savory snacks, and Piedmont specialties. So you can discover Turin also through the aperitif!

THE WORLD OF MARTINI

In the hills at a few kilometers from Turin, you can learn about the history of wine in the Martini Museum.

At the gates of the city, in the green hills of Turin, a fascinating museum awaits you. In 1961 Lando Rossi from Montelera decided to open a museum entirely dedicated to wine. The museum is hosted in the original wine cellar of a mansion house of the late 18th century, the seat of the first Martini & Rossi factory. The museum contains more than 600 exhibits: a journey through the history of wine, from the first millennium BC to the 20th century.

Museo Martini Storia dell´Enologia – Martini Museum
Pessione di Chieri - Turin