Carlo Anselmo was born in 1847, 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 carry out 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

The bottles began to be seen more and more often in the most elegant and exclusive cafés in the city centre. Towards the end of the 19th century, Anselmo expanded production. His new factory at Barriera del Martinetto now looks like a real factory.

From 1908, it was the turn of his daughter Carola Alba, a cultured and energetic woman, to lead an ever-expanding company, exporting to the furthest corners of the world. Carola Alba, with her husband Carlo Montiferrari, moved the factory to None, just outside Turin.