Vermouth and Fine Liqueurs since 1854

Anselmo Torino 1854

Vermouth Anselmo

Carlo Anselmo was born in 1847, the son of a wealthy peasant family. His father, Cesare, soon moved to Turin where, by working hard, he managed to open a series of inns in the city centre. In 1884, in a small workshop in Via Mazzini, young Carlo took the family business in a new direction.

Experimenting all night and day long, he arrived at the discovery of the ideal blend of herbs and aromatic spices to infuse in a top-quality Muscat wine from Canelli. Thus Anselmo Vermouth was born.

Turin
Vermouth Capital

In the 19th century, Turin became the world capital of vermouth, thanks to the presence of renowned producers such as Anselmo, Martini, Carpano and Cinzano. Anselmo Vermouth immediately stood out for its quality and sophisticated taste, gaining a loyal clientele.

L'illustrazione è uno splendido esempio di manifesti pubblicitari in stile Art Nouveau, molto diffusi tra la fine dell'Ottocento e l'inizio del Novecento, illustrato da Mazzini Ettore.

Anselmo Torino 1854

Dante: Vermouth label 1920s

Trademark registered at the Turin Chamber of Commerce on 1 October 1926, by the Anselmo Company, bearing the registration number 34282.

Pinocchio: 1920s aperitif label illustrator Lupa

The label measures 13.5 x 9.2 cm. In perfect condition it is printed on fine glossy paper.

At the beginning of the 20th century, Anselmo created two new specialities for foreign markets: Dante Vermouth and Pinocchio Aperitif.

Dante represents an evolution of a dry white Vermouth, particularly used in classic mixing. We strongly believe that the time will soon be ripe to bring it back to life.

Pinocchio has always represented the Aperitif category par excellence. The world-famous character has been used by Anselmo to make this moment playful and a bit of a liar. Soon we will see him on stage in the Bitter/Aperitivo selection will be a revolution in the category... not a ‘lie’, Pinocchio says.