Ten Locks adds Cucielo Vermouth De Torino into portfolio

Independent drinks business Ten Locks has ventured into vermouth, taking Cucielo under its wing and adding the inspirational Italian De Torino vermouth brand to its expanding portfolio of premium drinks.

Available now to the UK off and on trade, Cucielo is geared towards professional bartenders and premium retailers seeking high quality aperitives to meet surging consumer demand. Due to its versatility as the heart of classic cocktails, vermouth is experiencing a renaissance both at home and on drinks menus nationwide.

Cucielo Rosso (70cl, 16.8% ABV, RRP: £25) and Cucielo Bianco (70cl, 16.8% ABV, RRP: £24) – both meeting the high standards of Vermouth De Torino – are created using Italian-produced alcohol from quality molasses, naturally sourced botanicals and Italian wine from carefully selected, quality Trebbiano di Abruzzo with Grillo and Ansonica from Sicily to create a truly authentic vermouth.

Cucielo works beautifully as a core component in classic or aperitivo cocktails yet is equally as delicious on its own over ice. The brand pays tribute to the original golden era of vermouth with its art deco-style branding, but provides a fresh perspective with a new design that also expresses the brand’s sense of adventure.

Central to the design is a migrating cuckoo – also the brand’s mascot “chuck” – which travels the length of Italy on its journey from West Africa to Scotland each year.

An integrated PR, social media and experiential campaign will express the brand’s classically Italian positioning with a contemporary twist via its ‘Il Tempo Vola’ – or ‘time flies’ – campaign which will urge consumers to take time for the aperitivo moment.

Cucielo places sustainability at the heart of the brand; all components used in the production process, where possible, are from renewable sources or are 100 percent recyclable, striking a chord with the rest of the Ten Locks portfolio which collectively strives for positive change.

“Cucielo produces classic and hugely respected liquids, and their sensitive distilling process makes them distinctive with a compelling point of difference. It’s true to its Italian roots and legacy yet is future-proofing the brand with its drive to work in harmony with the environment and appeal to younger consumers – as well as stalwarts in the aperitivo space,” Becky Davies from Ten Locks said.

“We see Cucielo not only flourishing in the cocktail arena of the UK’s best bars but luxury retail department stores and food halls where – owing to their ability to showcase brands with tasting sessions and cocktail inspiration – we know it will hit the right note with consumers.”