Alfredo Soria belongs to the founding tradition of Italian vermouth — born in the very landscape that made Vermouth di Torino a recognised, protected category. The family is interwoven with the winemaking dynasties of Canelli: Alfredo's mother was a daughter of Luigi Bosca, founder of the wine house that bears his name, and cousins belonged to the Contratto family. On 16 March 1934, the firm "Alfredo Soria" was established in Canelli — the cradle of Piedmont's aromatic wines, today part of a UNESCO World Heritage landscape — to produce wines, vermouth and sparkling wines. Its complete file still survives in the historical archive of the Chamber of Commerce of Asti and Alessandria: a heritage that can be verified, date by date.

Even before wine, the family's story begins with hospitality. At the turn of the twentieth century the Sorias ran some of the best-known hotels in southern Piedmont — the Croce Bianca in Canelli, then the Gambero d'Oro, the Corona Grossa and the Pesce d'Oro in Bra — praised by the chronicles of the day for their "choice wines, fine cuisine and moderate prices". That instinct still defines the brand: vermouth as a convivial moment, a way of putting guests at ease. Young Alfredo trained abroad too — in 1914, alongside his cousin Armando, he worked in the cellars of Épernay, in Champagne, learning the méthode champenoise: an early sign of the house's international spirit.

From its earliest years, the house was built for export. By 1938 the brand was listed in the national yearbook of the Italian wine and liquor industry; by 1940 its export business was formally registered, and private letters preserved in the family tell of constant travel to Paris, Lyon, Marseille and Nice. Certificates of analysis kept in the archives attest to products "natural and free of alterations", destined for foreign markets — and family memory, like the rediscovered label itself, recalls a reach that extended as far as the United States. The house carried on until Alfredo's death. His only daughter, Maria Rosa, had married and moved to Valpolicella and could not take over the firm — so the brand fell silent, and the recipes and labels passed into the family's safekeeping.

"This heritage places Alfredo Soria in the same lineage as the pioneers who defined Vermouth di Torino."

Then, in September 2024, a label rediscovered in the old family house in Canelli changed everything. Ninety years after the firm was founded, the Soria name returns with the Vermouth di Torino Rosso: built, as tradition demands, on the category's two historic wines — Piemonte Cortese DOC and Moscato d'Asti DOCG. Faithful to the family recipe, refreshed for the modern aperitivo.