On the backbar, bottles become design objects. Colour, shape, and labels tell the story of a venue just as much as a well-executed cocktail. This is how Strucchi has built its identity, moving between product and visual language. The concept comes from Paolo Dalla Mora, an entrepreneur in the international beverage industry. While researching Arnaldo Strucchi, author of an influential 1907 text on Vermouth di Torino, he became fascinated by the figure and transformed the name into a full range accompanied by labels inspired by early 20th-century graphic design.
The Art Deco-Inspired Labels
Created by painter and illustrator Riccardo Guasco, the labels draw on Art Deco geometries, bold colours, and stylised figures that reinterpret the protagonists of the era. The label inspired by the visual codes associated with Greta Garbo, the embodiment of Hollywood elegance, belongs to Strucchi Vermouth di Torino Bianco, made with fortified Italian white wine and infused with marjoram, thyme, sage, and coriander seeds. The mystery surrounding the face of Mata Hari, dancer and spy, instead inspires the label for Strucchi Vermouth di Torino Rosso, a richer, deeper expression layered with orange peel and woody cinchona notes. Strucchi Vermouth di Torino Dry takes its iconography from Josephine Baker, where ginger and elderflower shape a drier profile aligned with the cosmopolitan energy the performer embodied.
Strucchi Bitters and New Editions
A reinterpretation of the magnetic Rudolph Valentino appears on Strucchi Bitter Rosso, built around rhubarb, gentian, cinchona, and aloe. Strucchi Bitter Bianco pays tribute to Amalia Panigati, master of fired glass painting, expressing itself through an infusion of 15 botanicals. Then come two newer releases. Created exclusively for Marks & Spencer, Guasco celebrates the connection between Italy and the United Kingdom with a special Strucchi Vermouth di Torino Rosso label dedicated to Domizio Cavazza, the founding figure behind Barbaresco, alongside a Strucchi Vermouth di Torino Bianco telling the story of Ada Coleman, the first female bartender to lead the American Bar at London’s Savoy.
The article first appeared on Coqtail – for fine drinkers. Order your copy here
In partnership with Strucchi
Photo courtesy Strucchi
