The resurgence of the Vermouth and the Negroni

Among the protagonists of this trend are two icons of Italian culture: Vermouth and Negroni. Once considered the preserve of older generations, these drinks have found a new audience among millennials and Generation Z, who value their history, complexity and versatility. This resurgence has not only revitalized the beverage industry, but also opened up new commercial opportunities for bars, restaurants and brands.

In this article, we will explore the history and characteristics of Vermouth and Negroni, analyze the current trends that are driving their popularity, and discuss how industry professionals can ride this wave to boost their businesses.

Vermouth: A drink with history

Vermouth is a flavored wine that has its roots in ancient Greece and Rome, where herbs and spices were used to infuse wines for medicinal purposes. However, it was in 18th century Italy that modern Vermouth took shape, thanks to the innovation of producers such as Carpano, who created the first commercial Vermouth in 1786 in Turin. Since then, Vermouth has become a staple of aperitif culture in Italy and around the world.

Characteristics of Vermouth

• Wine Base: Vermouth is made from white or red wine, which is infused with a mixture of herbs, spices, roots and bark. Among the most common ingredients are wormwood, cinnamon, cardamom and orange peel.
• Alcoholic content: It usually has an alcoholic content ranging between 15% and 18%, which makes it an intermediate beverage between wine and hard liquors.
• Styles: There are three main styles of Vermouth:
  1. Red Vermouth (Rosso): Sweet and aromatic, with notes of caramel and spices.
  2. White Vermouth (Bianco): Lighter and floral, with a touch of sweetness.
  3. Dry Vermouth (Dry): Less sweet, ideal for classic cocktails such as Martini.

Current trends

Vermouth has experienced a resurgence in popularity thanks to several trends:

• Aperitif Culture: The concept of “aperitivo”, an Italian tradition of enjoying drinks and snacks before dinner, has gained popularity around the world. Vermouth, with its versatile profile and ability to stimulate the appetite, is an ideal choice for this occasion.
• Classic Cocktails: Vermouth is a key ingredient in many iconic cocktails, such as the Martini, the Manhattan and, of course, the Negroni. Its versatility makes it an indispensable element in any bar.
• Interest in Artisanal: Modern consumers value beverages with history and authenticity. This has led to an increase in demand for artisanal and small-production Vermouths, which offer unique and differentiated flavor profiles.

The Negroni: A classic with personality

The Negroni is a cocktail that perfectly combines bitterness, sweetness and complexity. Its history dates back to 1919 Florence, when Count Camillo Negroni asked his bartender to strengthen his Americano (a Vermouth and Campari cocktail) by adding gin. The result was a balanced and bold cocktail that quickly gained popularity.

Ingredients and preparation

• Gin: Provides the alcoholic base and a touch of freshness.
• Red Vermouth: Provides sweetness and aromatic complexity.
• Campari: Adds a distinctive bitterness and a vibrant red color.
• Preparation: Mix equal parts of gin, red Vermouth and Campari in a glass with ice, and garnish with an orange peel.

Negroni attraction

• Simplicity and Elegance: With only three ingredients, the Negroni is easy to prepare but offers a sophisticated taste experience.
• Versatility: Although the classic Negroni is unbeatable, there are numerous variations that allow you to experiment with different vermouths, gins and bitters.
• Cocktail Culture: The Negroni is a favorite among cocktail enthusiasts because of its perfect balance and fascinating history.

Commercial opportunities

The resurgence of Vermouth and Negroni is not just a fad; it represents a significant commercial opportunity for bars, restaurants and brands. Here are some strategies to capitalize on this trend:

1. Creative menus

• Featured Cocktails: Including Negroni and other Vermouth cocktail variations on the menu can attract customers interested in authentic, high-quality experiences.
• Vermouth tastings: Offering Vermouth flights that allow customers to try different styles and brands can be an excellent way to educate and entertain.

2. Thematic events

• Aperitivo Nights: Hosting events that celebrate the aperitivo culture, with Vermouth and small bites, can create a memorable experience for customers.
• Cocktail Workshops: Teaching classes on how to prepare a perfect Negroni or how to use Vermouth in cocktails can attract an audience interested in learning and experimenting.

3. Collaborations with brands

• Joint Promotions: Collaborating with Vermouth and gin brands to offer special promotions or exclusive events can increase visibility and appeal.
• Limited Editions: Working with brands to create exclusive cocktails or Vermouths can generate excitement and differentiate your establishment.

4. Digital marketing

• Value Content: Sharing the history and characteristics of Vermouth and Negroni on social networks and blogs can educate your audience and generate interest.
• Influencers and Experts: Collaborating with influencers in the cocktail and beverage world can expand your reach and attract new customers.

The snack trend

The future of Vermouth and Negroni looks bright, with several trends pointing to continued growth:

• Flavor Innovation: Producers are experimenting with new ingredients and techniques to create Vermouths with unique and contemporary flavor profiles.
• Sustainability: Interest in sustainable and responsible practices is driving brands to adopt greener production methods and use local ingredients.
• Global Expansion: As more consumers discover these beverages, their popularity continues to grow in emerging markets, opening up new opportunities for export and international collaboration.

Vermouth and Negroni are much more than just drinks; they are symbols of a culture that values tradition, quality and experience. Their resurgence in today’s marketplace not only reflects a shift in consumer preferences, but also offers a unique opportunity for beverage industry professionals.

Whether through creative menus, themed events or strategic collaborations, there are countless ways to tap into this trend and appeal to an increasingly discerning and knowledgeable audience. Vermouth and Negroni are not just drinks of the past; they are the present and the future of the cocktail industry. Are you ready to be part of this revolution?