Inside the Eataly food and wine centre, a museum recounts the ’tasty’ epic of the first Italian vermouth. The itinerary starts in 1786, when Benedetto Carpano patented the King’s favourite drink in the old workshop in Piazza Castello, and ends with the exhibition of six olfactories containing the main herbs present in all vermouth formulations. For information, guided tours in Italian and English and tasting experiences, email incomingtorino@eataly.it.
Design
Culture
The exhibition of numerous objects found in the factory, along with evidence of its use from the 19th century to the present day, takes the visitor on a journey through time: a journey that begins in 1786, when Benedetto Carpano patented the King’s favourite drink, vermouth, in his old workshop in Piazza Castello, and continues up to its current production in the Branca Brothers' distilleries in Milan.
Also featured are iconic advertising campaigns, such as those created by Armando Testa, who designed the post-war series of billboards depicting the ‘King Vermouth’ alongside historical figures from Savoy, including Cavour and Victor Emmanuel II.