Vermuth Carpano

Original “Carpano Vermuth” Poster – A True Italian Toast, Where Legend Meets Mid-Century Design

An Icon of the Italian Aperitivo

This is a piece that breathes pure Turinese elegance: an original advertising poster for Carpano, the historic house founded in 1786 by Antonio Benedetto Carpano, inventor of the modern vermouth. From its earliest days, the brand set itself apart with a unique style — a wine infused with herbs and spices that quickly became the signature aperitivo of Turin’s historic cafés and, later, a symbol of refined Italian living. 
This poster is one of its most charming ambassadors. We recognize with amusement the French emperor Napoleon toasting with Carpano, the king of vermouth.

A Striking and Irresistible Composition

The visual language, bold and stylised, fits perfectly within mid-20th-century Italian graphic design, heir to the great Turinese school: sharp shapes, expressive silhouettes, vivid colours, and a touch of humour. Everything echoes the golden age of Italian advertising, when masters like Mauzan, Testa and Dudovich shaped visual culture with unforgettable imagery.

The inscription “Vermuth RE dal 1786” is a tribute to Carpano’s royal status in the world of vermouth.
And the phrase “Brindisi storico con Punt e Mes” celebrates the brand’s most iconic product: the Punt e Mes vermouth — a unique blend of sweetness and bitterness, a timeless classic in Italian bars.