Vermouth Martini poster from the 50s and 60s- Vermouth began its “career” with a very bitter, balsamic profile, built on plants and roots with medicinal properties. The citrus fruits and the sweetest spices did not have the upper hand. Over time, this changed.

For the market viability of their products, the brands adjusted their recipes, aiming for something more “friendly”, easier. We know, for instance, that Italian vermouth destined for Germany often had more orange because we were very fond of this “exotic” flavour in the north. However, the variations were not limited to that. Thus, from the end of the 19th century, vermouth makers began to focus on the female public. First of all, with vanilla vermouths. Then, from 1910, with the biancos. After the Second World War, this style became the majority.

Martini Bianco is the iconic vermouth of Marcello and Claudia’s dolce vita. While women remained the protagonists of the posters, men were not insensitive to the charm of this drink…


Don’t drink and drive. Enjoy responsibly.

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