There is a new trend in the US. Sweet, alcoholic cocktails are out and vermouth is in. Americans have become more bitter. However, we hope that this is not due to harsh times, but that they are simply starting to appreciate the bitter, herbal taste of a good vermouth. We drank one from Mallorca the other day. Sweet but with a distinct herbal and bitter taste.
Most vermouths are sweet, but it is a sweetness balanced by the bitterness from the wormwood and other spices. This makes vermouth a superb aperitif.
Vermouth is made everywhere. In Italy, of course – where the classic vermouth is particularly bitter – but also in France (most famous for its Noilly Prat, which is relatively dry) and not least in Spain (Catalonia is a vermouth stronghold).
And now the USA is coming as both a producer and consumer of vermouth. It is ironic to read in the American Wine Business that “happy hour” with cocktails is out and aperitif hour is in.
Happy hour with cocktails is a big thing in France, at least on summer outdoor terraces. But maybe it is a temporary phenomenon. Having vermouth in peace and quiet before dinner is so much more pleasant than drinking cocktails at a set time.
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