It’s a real workhorse for at-home cocktail making; a delicious choice for many cool, cultured customers; and I can guarantee many of you are missing it from your in-store booze selection. It’s Vermouth. Hundreds of years old, and a key ingredient of Martinis, Negronis, and Manhattans, this fabulous, fortified wine is once again having a moment in the on-trade, and we’re now seeing consumers get in on the action too.
You see, as well as being a key cocktail ingredient, Vermouth is great when paired with a simple mixer like soda and has a flavour profile similar to the liqueurs often used in spritzes. That’s part of its new-found appeal, as is the fact it’s a lower-ABV option and caters to customers practicing moderation.
So, how do you go about choosing the right Vermouth for your shelf?
With hundreds of years of history behind it, you want to look for a spirit that’s imbued with provenance. Brands like Dolin are distilled in the region where it all began, right at the foot of the Alpine hills, at the French-Italian border. Look for one from this region and choose a brand that has protections in place that guard the traditional ingredients and processes of distillation – because making Vermouth truly is an artform.
To master the sale, provide a bit of education around the spirit, and suggest a serve or two for customers to enjoy. Yes – it’s Europe’s best kept secret spirit, but one that wins the hearts of drinkers as well as their tastebuds. Give it a try!
