Issue link: http://digital.copcomm.com/i/1050740
74 / the tasting panel / november 2018 SPIRIT SPOTLIGHT I n a not-so-distant past, vermouth seemed doomed to a for- gotten existence. Every establishment and home bar had a bottle or three, each likely dust-ridden and half-empty from the slow, dawdling drain of evaporation. In this semi-recent alternate universe, ordering a Martini generally meant getting a concoction of cold vodka shaken until its atoms collided into a frothy mess, while Old Fashioneds tended to consist of bottom-shelf brandy with cola haphazardly splashed on top. Thankfully—and not a moment too soon—bartenders around the world entered a new age of mixological enlightenment as the cocktail renais- sance began. Vermouth raised itself from its former standing as a frequently passed-over component and took its rightful place as a vital feature, if not a focal point, in the drinks it once helped build. One such vermouth brand has stood the test of time since its inception in 1757: Cinzano. Founded by brothers Giovanni Giacomo and Carlo Stefano Cinzano in Torino, Italy, Cinzano Vermouth ($9/750-milliliter; $10/1-liter) still resonates globally as a benchmark for high-quality ver- mouth. The label's proprietary recipe has gone untouched for the span of Cinzano's existence, and its characteristic flavor profile of Italian fortified wine continues to enlist new consumers as interest in the history of wine and spirits grows. Cinzano's vermouth lineup currently consists of three classic expressions—Bianco, Rosso, and Extra Dry—as well as a small-batch range of vermouths known as Casa Cinzano 1757. These limited bottlings, which pay homage to the company's founders and feature a handcrafted blend of aromatics, also come in Bianco, Rosso, and Dry offerings. "Our target customers are consumers who pride them- selves in discovering authentic products—they are peeling back the superficial layers to connect with what is real," says Dave Singh, Senior Brand Manager for importer Palm Bay International. "Cinzano Vermouth appeals to this audience because of its extensive history, quality, and craftsmanship." Positioned for Growth While Cinzano has garnered awards in recent years at competitions like the Ultimate Spirit Challenge and San Francisco World Spirits Competition, there was a time in the 1990s and early 2000s when the industry favored sticky-sweet cordials and gimmicky shooters over main- stays like vermouth. Gran CINZANO VERMOUTH HELPS USHER ITS LONG-UNDERAPPRECIATED CATEGORY INTO THE COCKTAIL RENAISSSANCE by Matt Jackson / photos by Josh Reynolds Michaela Horan, General Manager at The Butcher Shop in Boston, uses Cinzano in an Americano spritz. The Butcher Shop Americano Spritz Created by Michaela Horan ◗ 1 oz. Cinzano Vermouth ◗ 1 oz. Campari Build in a Highball glass, then top with ice and equal parts soda water and Prosecco. Garnish with an orange wheel.