M&S pens exclusive vermouth deal with Strucchi
Italian brand Strucchi has secured an exclusive listing with Marks & Spencer (M&S) as the British retailer’s only vermouth.
To launch the partnership, the brand has created two versatile expressions exclusively for M&S: Vermouth di Torino Bianco and Vermouth di Torino Rosso.
Both vermouths are offered at 16% ABV in 750ml bottles, retailing for £16 (US$22).
The two Strucchi variants are rolling out to 491 M&S stores nationwide in the UK.
Panagiota Polyzoudi, buyer at M&S, said: “Vermouth is such a cornerstone of a good home bar, we wanted to create an exclusive, high-quality, and authentic red and white vermouth that will have any cocktail lover ready for aperitivo hour.
“Strucchi’s complex yet balanced flavours will appeal to cocktail connoisseurs and their beautiful label designs will stand out on the shelf and as part of home bars across the country.”
Strucchi Bianco is made by fortifying and aromatising Italian white wine. With notes of wormwood, thyme, sage, and vanilla, the vermouth shines in cocktails like the White Negroni, or simply with lemon and soda.
The brand’s Rosso is also made with Italian white wine and follows the same fortification and aromatisation process.
On the palate, it offers notes of orange with hints of rhubarb and clove, balanced by cinnamon, caramel, and spices. Strucchi Rosso can be mixed with tonic water or stirred into a Negroni Sbagliato.
To celebrate the partnership with M&S, Strucchi collaborated with artist Riccardo Guasco to create label illustrations for the two vermouths.
The Rosso label pays tribute to Domizio Cavazza, known as ‘the father of Barbaresco wine’.
In contrast, the Bianco label is inspired by Ada Coleman, who was the first woman to serve as head bartender at The American Bar at The Savoy from 1903 to the 1920s.
The agreement with M&S was secured by Seymour Ferreira, the CEO of Chimera Brand Development.
Together with the Strucchi team, he is leading the brand’s long-term development strategy across retail, on-trade, and premium channels.
The brand
Strucchi aims to revive the fortified wine to its early 20th-century glory. During this time, the brand claims the ‘Vermouth Hour’ was a cherished tradition, uniting individuals from all backgrounds in Italian bars for a pre-dinner aperitivo.
Strucchi is named after a significant figure in the history of Vermouth di Torino: Arnaldo Strucchi. Born in Canelli, Piedmont, he was an oenologist who penned the 1907 book Il Vermouth di Torino, at a time when imitations of the vermouth started to appear.
His work laid the groundwork for what would later become official guidelines. This effort ultimately led to the establishment of the Consorzio del Vermouth di Torino and the introduction of a geographical indication for the category.
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