Issue link: https://digital.copcomm.com/i/23459
WHAT WE’RE DRINKING THE UNDERAPPRECIATED APERITIF IS READY FOR A COMEBACK by Ben Narasin The Truth aboutVermouth O rder a Martini in Italy and you’ll get a glass of vermouth. To get a Martini as we know it in the States, you need to ask for a “Martini cocktail,” or, more formally, “a Dry Martini cock- tail—the offi cial name recognized by the International Bartenders Guild (IBA)” according to Giuseppe Gallo, Martini’s Global Brand Manager. The dominance in Italy of the Martini brand (which has transitioned away from its previous name, Martini & Rossi) is closely tied to the strength of vermouth as a stand-alone aperitif, typically served on the rocks with a citrus-peel twist. While the concept is common in Europe, it’s almost unheard of in the United States. Artisan producers, the craftsman cocktail trend and the increasing sophistication of mixologists are just starting to change that. Vermouth is a big part of café life in Turin, capital of Italy’s Piedmont region, where the Martini brand is based. 90 / the tasting panel / january–february 201 1