Exclusive news and research on the wine, spirits and beer business

Vermouth Enjoys A Revival

October 23, 2017

For years, vermouth was neglected. At retail, it was relegated to floor-level shelves under gin and vodka, a nod to Martinis. On back bars it languished open for too long, unrefrigerated and unloved. A fortified and aromatized wine with a name derived from the German word for wormwood—one of many botanicals from which it gains its complexity—vermouth has an illustrious history that dates back to ancient Greece and Rome. It’s sipped neat at trendy bars in Europe and was popular in the United States until Prohibition. While the category has been under the radar for a long time, it’s now seeing a revival in the U.S., driven by cocktail culture and new craft-centric offerings. Market Watch has a full report.

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