Vermouth is an aromatised wine which was invented in Turin in 1786
Vermouth (or Vermut, or even Vermutte) retains a hint of mystery, even today. It is cloaked in a glittering Belle Époque patina of the early 20th century: its bouquet recalls scenes from another era, its flavour evokes special evenings in glamorous places.
Yet the origins of Vermouth date back much further. The tradition of fortifying wine with spices and aromas dates back to ancient times, so much so that the Greeks and Romans had achieved great mastery in correcting the nectar of Bacchus. Honey, herbs and spices, left to infuse in the wine in balanced doses, gave the drink a special flavour which was greatly appreciated during convivial occasions.
And he gave me splendid gifts:
of well-wrought gold he gave me seven talents,
and he gave me a mixing-bowl all of silver;
and besides these, wine, wherewith he filled twelve jars in all,
wine sweet and unmixed, a drink divine.
Like any self-respecting tradition, it has not succumbed to the oblivion of time and has stretched from century to century, insinuating itself into customs and cultivating its own myth. A bit like a cat, silent master of the house, moving around, claiming space in an elegant and determined manner.
From the ancient herbalists to Carpano
Wine culture is rooted in antiquity. The tradition of adding aromas followed shortly afterwards.
Wine is a compound of mood and light.
And mood and light guide the choices of those who, over the centuries, from experimentation to experimentation, have brought wine closer to Vermouth, fine-tuning precise selections of herbs and aromas. A habit that has undergone the influences of places, the inspirations of the territory.
Until, in the 18th century, a recipe was perfected in Turin and that recipe became history. Antonio Benedetto Carpano put his own seal on the drink, transforming the aromatised wine into Vermouth. As to the choice of name, it would seem to reflect the German term Wermuth (Arthemisia absinthium), one of the ingredients used in the infusion.
From Wermouth to Vermouh, from ancient Greece to the Cafès chantants of Turin: a fascinating and evocative historical journey. In Vermouth, this festive spirit, which is both elegant and austere at the same time, lingers on. And if the streets of the city centre once boasted the largest number of dance clubs in the whole of Europe, with the waning of the Belle Époque the legacy of that spirit has remained in the bottle, among its aromas, among its scents.
Elena Spirits Vermouth pays tribute to tradition, without forgetting the territory. In the artistic dimension of the illustrations on the label we nod to Vermouth’s past, and, beyond the glass, we breathe in suggestions of the Langa. A liqueur that is both a legacy and a promise: the legacy of a world that has made us who we are, the desire to tell our story beyond the clichés.