Nearly three hundred years of history stems from the vision and courage of two brothers, Giovanni Giacomo and Carlo Stefano Cinzano.
An Italian legend is born
The Cinzano brothers earn their place in the ‘Università dei Maestri Acquavitai e Confettieri’ of Torino, marking the house’s foundation. This distinguished honor reflects their flourishing liquors and confectionery enterprise led by Carlo Stefano in the city and nourished by the bounty of Giovanni Giacomo on the family estates, nestled over the hills of Pecetto (Turin).
The royal appointment
By 1776, the Cinzanos had won the honor of delivering their delicacies to the Royal Savoy Court. Their bottega (shop, in English) was now comfortably nestled in the famed street of Via Dora Grossa (or Via Garibaldi, as it is known today), in the very center of the vibrant Turin, and was swiftly rising as one of the most thriving family-run ventures of the city.
Francesco Cinzano II
By 1830, the family enterprise welcomed Francesco II, the son of Francesco, and grandson of Giovanni Giacomo. With his vision and dedication, with his curious mind and his authentic passion, Francesco II was pivotal in the next chapter of Cinzano’s history, grasping a bounty of opportunity that came out of his ongoing exploration of the vineyards of Santa Vittoria d’Alba.
A sparkling innovation
As providers to the Royal Court, Cinzano was tasked with crafting an Italian version of the famed French champagne. Finally, in the mid-1800s, their first Spumante (sparkling wine) was born, expanding the business into the production of this innovative product. Santa Vittoria d’Alba became the soul of the Cinzano business, which was about to change from a local storefront to a global brand.
The birth of a new company
Francesco II passed away in 1868, but not before achieving another milestone for the Cinzano brand – a new Royal Appointment. His son Enrico took the reins of the family business, giving the company a new name, Francesco Cinzano & Compagnia, and focusing mainly on the production of vermouth and sparkling wines.
International expositions and awards
At the Torino Expo of 1884, Cinzano launched the concept of free tastings during trade fairs, while Enrico made the decision to upgrade the products’ packaging: handwritten tags were ditched in favor of more sleek, printed labels, with the brand’s triumphs and Royal Appointments shining directly on the bottle itself.
Beginning of the advertising age
Following the Belle Époque’s flair, Cinzano started using posters, postcards, and ads which appeared in many Italian magazines and newspapers. Cinzano collaborated with the most famous artists and illustrators of their time allowing the brand to blossom alongside popular culture.
An iconic red & blue
A new blue and red logo was unveiled in the 20s. Together, the two colors embodied the qualities and uniqueness of the Italian tradition. The upward diagonal slash between them was designed to represent the upward journey of the company.
With its clever and captivating ads on cinema, radio and TV, Cinzano dazzled and won over millions of fans. From 1957 to 1980, over 230 TV spots were created. The most iconic ones featured a series with Leonard Rossiter and Joan Collins (rated among the best commercials ever), and the unforgettable Rita Pavone’s jingles: ‘Cin cin Cinsoda…’: so ‘cin cin’ became the toast of Italy and the world.
A new era
Gruppo Campari acquires the Cinzano brand, which after 240 years continues to be a symbol of Italian excellence. The intention is to breathe new life into this historic brand, whose portfolio includes Italian sparkling wines, that are perfect for convivial moments, and vermouth, the ideal match for aperitivo and cocktailing.