Thursday, 3 April 2025
Several representatives of the city promotion agency “Reus Promoció” are in the Italian city of Turin today — the world capital of vermouth — and tomorrow, Friday 4 April, to take part in Vérmut! Il Festival dei Vermouth, which is being held in the city until 14 April. The city of Reus has returned to Turin, this time as a guest of the festival, to give a presentation on the history of Reus vermouth and on the city as the one with the second-longest tradition in Europe of making and producing this aromatic herb-based drink, which is so deeply rooted in our culture.
The presentation, titled “Stories, Paths and Culture of Vermouth”, will take place tomorrow, Friday, at one of the city’s historic cafés, Caffè Torino. It will also feature Dolin, a vermouth producer from Chambéry and one of the best-known vermouth brands in France; representatives of Turin Tourism; and the Association of Historic Cafés of Turin and Piedmont, which represents the venues that make up the city’s vermouth route and where Turin’s vermouths can be tasted. A round table with all participants will follow to share experiences and discuss differences in the vermouth-related culture and traditions of the three countries.
The three European cities — Turin, Chambéry and Reus — share a strong connection with the making and production of this drink. Turin is the city where vermouth was born in the late 18th century, while Chambéry is one of the main vermouth-producing cities and the only one with brands bearing the PGI label in all of France.
This event is the first action of the European Vermouth Route, on which Reus Promoció has been working for some time, to join forces and use vermouth as a vehicle for the mutual promotion of our municipalities.
The Councillor for City Projection, Noemí Llauradó, explains that “work is under way to formalise the European network, which is a great opportunity to open up new markets and promote our city as a quality destination in food and wine, historical, cultural and heritage terms”.