Brands Report: Vermouth

31 January, 2018

Italy’s the winner as bars fall back in love with vermouth, finds Hamish Smith

It's a big win for Italian's vermouths this year. The go-to brand in our poll of bars is Bacardí’s Martini, with 27% saying it was their most used. Around half of bars stock the brand, which had looked a little tired (perhaps resulting in its fourth-place finish last year), but the launch of Riserva Speciale has added a premium dimension.

Bartenders have started to pick up on the new line, which is prized for providing quality at a good price. Antica Formula, which was last year’s top brand, was the top vermouth in 12% of bars and a top-three fixture in 41%. Cocchi is a close third – it’s the top vermouth in 12% of bars and a top-three serve in 41% again.

Both these brands are bartender favourites, albeit mostly not as house vermouths. Gruppo Campari’s Cinzano was a top-three brand in a quarter of bars, a share percentage the French Noilly Prat was just a little short of.



The results of this report are the culmination of a questionnaire of 106 bars around the world, each cherry-picked to take part based on their performance in global bar awards. We aim to find out not only which brands sell best but also what’s trending. These two data sets give us an insight into the brands that are doing the most volume and the brands that are hot right now.

To read more on the methodology of the Brands Report click here.

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