Cinzano () is an Italian

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

vermouth Vermouth (, ) is an aromatized fortified wine, flavoured with various botanicals (roots, barks, flowers, seeds, herbs, and spices) and sometimes colored. The modern versions of the beverage were first produced in the mid- to late 18th cen ...

, a brand owned since 1999 by

Gruppo Campari Davide Campari-Milano N.V., trading as Campari Group, is an Italian company active since 1860 in the branded beverage industry. It produces spirits, wines, and non-alcoholic apéritifs. From its signature product, Campari, its portfolio has been ...

History

Cinzano vermouths date back to 1757 and the

Turin Turin ( , Piedmontese language, Piedmontese: ; it, Torino ) is a city and an important business and cultural centre in Northern Italy. It is the capital city of Piedmont and of the Metropolitan City of Turin, and was the first Italian capital ...

herbal shop of two brothers, Giovanni Giacomo and Carlo Stefano Cinzano, who created a new "vermouth rosso" (red vermouth) using "aromatic plants from the

Italian Alps The Alps () ; german: Alpen ; it, Alpi ; rm, Alps ; sl, Alpe . are the highest and most extensive mountain range system that lies entirely in Europe, stretching approximately across seven Alpine countries (from west to east): France, Swi ...

in a till-secretrecipe combining 35 ingredients (including

marjoram Marjoram (; ''Origanum majorana'') is a cold-sensitive perennial herb or undershrub with sweet pine and citrus flavours. In some Middle Eastern countries, marjoram is synonymous with oregano, and there the names sweet marjoram and knotted mar ...

thyme Thyme () is the herb (dried aerial parts) of some members of the genus ''Thymus'' of aromatic perennial evergreen herbs in the mint family Lamiaceae. Thymes are relatives of the oregano genus ''Origanum'', with both plants being mostly indigenous ...

, and

yarrow ''Achillea millefolium'', commonly known as yarrow () or common yarrow, is a flowering plant in the family Asteraceae. Other common names include old man's pepper, devil's nettle, sanguinary, milfoil, soldier's woundwort, and thousand seal. T ...

)". What became known as the "vermouth of Turin" proved popular with the bourgeoisie of Turin and, later,

Casanova Giacomo Girolamo Casanova (, ; 2 April 1725 – 4 June 1798) was an Italian adventurer and author from the Republic of Venice. His autobiography, (''Story of My Life''), is regarded as one of the most authentic sources of information about the c ...

. Cinzano Bianco followed, based on a different combination of herbs that included artemisia ( wormwood),

cinnamon Cinnamon is a spice obtained from the inner bark of several tree species from the genus '' Cinnamomum''. Cinnamon is used mainly as an aromatic condiment and flavouring additive in a wide variety of cuisines, sweet and savoury dishes, break ...

cloves Cloves are the aromatic flower buds of a tree in the family Myrtaceae, ''Syzygium aromaticum'' (). They are native to the Maluku Islands (or Moluccas) in Indonesia, and are commonly used as a spice, flavoring or fragrance in consumer products, ...

citrus ''Citrus'' is a genus of flowering trees and shrubs in the rue family, Rutaceae. Plants in the genus produce citrus fruits, including important crops such as oranges, lemons, grapefruits, pomelos, and limes. The genus ''Citrus'' is nativ ...

and

gentian ''Gentiana'' is a genus of flowering plants belonging to the gentian family (Gentianaceae), the tribe Gentianeae, and the monophyletic subtribe Gentianinae. With about 400 species it is considered a large genus. They are notable for their mostl ...

; it was followed by an Extra Dry version. Exports began in the 1890s, to

Argentina Argentina (), officially the Argentine Republic ( es, link=no, República Argentina), is a country in the southern half of South America. Argentina covers an area of , making it the second-largest country in South America after Brazil, th ...

, Brazil and the

USA The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territo ...

, among others. In

Paris Paris () is the capital and most populous city of France, with an estimated population of 2,165,423 residents in 2019 in an area of more than 105 km² (41 sq mi), making it the 30th most densely populated city in the world in 2020. S ...

in 1913, Cinzano was the first product to be advertised with a

neon sign In the signage industry, neon signs are electric signs lighted by long luminous gas-discharge tubes that contain rarefied neon or other gases. They are the most common use for neon lighting, which was first demonstrated in a modern form in Decem ...

on its roof. Cinzano remained a family-run business until 1985. Beginning that year, the Marone family, Turin industrialists, began to sell shares in the business, culminating in 1992 with an agreement to turn Cinzano International S.A. entirely over to

International Distillers & Vintners International Distillers & Vintners was a brewing and wine and spirits distribution company, formed from the 1962 merger of W&A Gilbey and United Wine Traders. Founders W&A Gilbey was founded in 1857 as a gin distillery by Sir Walter Gilbey, but ...

, a wholly owned subsidiary of

Grand Metropolitan Grand Metropolitan plc was a leisure, manufacturing and property conglomerate headquartered in England. The company was listed on the London Stock Exchange and was a constituent of the FTSE 100 Index until it merged with Guinness plc to form D ...

.Case No IV/M.184 - Grand Metropolitan / Cinzano
from the website of the

European Commission The European Commission (EC) is the executive of the European Union (EU). It operates as a cabinet government, with 27 members of the Commission (informally known as "Commissioners") headed by a President. It includes an administrative body ...

At the time of its sale, Cinzano's share of the vermouth market in Europe was measured in the low single digits, sales that placed it a distant second to

Martini Martini may refer to: * Martini (cocktail) * Martini (vermouth), a brand of vermouth * Martini (surname), an Italian surname * Martini (automobile company), a Swiss automobile company * Automobiles Martini, a French manufacturer of racing cars ...

. As a result of a 1997 merger, Grand Metropolitan became

Diageo Diageo plc () is a multinational alcoholic beverage company, with its headquarters in London, England. It operates from 132 sites around the world. It was the world's largest distiller before being overtaken by Kweichow Moutai of China in 2017 ...

; two years later, Diageo sold Cinzano to the privately held

. The Cinzano cycling team had a central role in the film ''

Breaking Away ''Breaking Away'' is a 1979 American coming of age comedy-drama film produced and directed by Peter Yates and written by Steve Tesich. It follows a group of four male teenagers in Bloomington, Indiana, who have recently graduated from high sch ...

''.

Versions

It comes in four versions: * Cinzano Rosso,MotoGP 2004 Press Kit
(page 4), from the

website which is amber-coloured; * Cinzano Bianco, which is white and drier than Rosso, yet still considered a

sweet vermouth Vermouth (, ) is an aromatized fortified wine, flavoured with various botanicals (roots, barks, flowers, seeds, herbs, and spices) and sometimes colored. The modern versions of the beverage were first produced in the mid- to late 18th cen ...

; * Cinzano Extra Dry, a

dry vermouth Vermouth (, ) is an aromatized fortified wine, flavoured with various botanicals (roots, barks, flowers, seeds, herbs, and spices) and sometimes colored. The modern versions of the beverage were first produced in the mid- to late 18th cen ...

; * Cinzano Rosé, the newest of the four, rosy-coloured with orange highlights

Advertising

Cinzano was well known in Britain for its humorous television advertisements featuring

Leonard Rossiter Leonard Rossiter (21 October 1926 – 5 October 1984) was an English actor. He had a long career in the theatre but achieved his highest profile for his television comedy roles starring as Rupert Rigsby in the ITV series ''Rising Damp'' from ...

and

Joan Collins Dame Joan Henrietta Collins (born 23 May 1933) is an English actress, author and columnist. Collins is the recipient of several accolades, including a Golden Globe Award, a People's Choice Award, two Soap Opera Digest Awards and a Primetime E ...

. One of these featured the pair on a plane journey, with Rossiter accidentally hitting the "recline" switch on Collins' chair, causing her to spill a glass of the drink over herself. It also featured as a Sterling Cooper-promoted brand on the series ''

Mad Men ''Mad Men'' is an American period drama television series created by Matthew Weiner and produced by Lionsgate Television. It ran on the cable network AMC from July 19, 2007, to May 17, 2015, lasting for seven seasons and 92 episodes. Its fict ...

''.

References

{{Portal bar, Italy, Companies 1757 establishments in Italy Campari Group Distilleries in Italy Wineries of Italy Purveyors to the Imperial and Royal Court Vermouth Italian companies established in 1757 Food and drink companies established in 1757

History

Versions

Advertising

See also

References