Two traditions, one category
Both Asterley Bros ESTATE and Cocchi Storico Vermouth di Torino occupy the same top tier of the sweet vermouth category. Both carry 16% ABV. Both are benchmarks in their respective markets: ESTATE as the reference English sweet vermouth, Cocchi Storico as the standard-bearer for the historic Vermouth di Torino denomination. The similarity ends there, and that is precisely the point.
Where Cocchi Storico is rooted in over a century of Piedmontese winemaking tradition, ESTATE was built from scratch on a counterintuitive premise: that a sweet vermouth made from real English Pinot Noir red wine could outperform the category standard. The two products answer the same brief differently, and the choice between them depends on what you are looking for in the glass.
How they are made: botanical and method breakdown
The base wine
ESTATE begins with English Pinot Noir from Gusbourne, a vineyard in Appledore, Kent. Asterley Bros macerates its botanical bill in a grain neutral spirit, then washes the aromatics through the Gusbourne Pinot Noir, building the final vermouth on a foundation of real red wine rather than a neutral wine coloured with caramel. This is structurally unusual in the sweet vermouth category, where most producers use white wine with added colouring. (Source: The Drinks Business, January 2020.)
Cocchi Storico is based on Moscato, the aromatic white grape that defines much of Piedmont's winemaking identity. Using Moscato as a vermouth base is a Piedmontese tradition that dates back to the original Giulio Cocchi recipe from 1891. The Moscato gives Cocchi Storico its characteristic fruity sweetness and floral lift before any botanicals are added. (Source: Cocchi product page.)
The botanical bill
ESTATE carries 31 botanicals including wormwood, citrus (orange and grapefruit), wild cherry bark, dandelion root, and a set of British medicinal hedgerow herbs such as milk thistle, yarrow, and hyssop. The spirit base is macerated for 21 days, stirred three to four times daily, then washed through the Pinot Noir before sweetening with demerara sugar and clarification with bentonite.
Cocchi Storico's recipe is kept proprietary but the brand's own product page identifies wormwood and citrus as the defining aromatic protagonists, supplemented by cocoa, bitter orange, camphor, rosemary, sandal, myrrh, and nutmeg. Quinine (Cinchona bark) and rhubarb provide the signature bitter backbone. (Source: Distiller.com botanical profile.)
Sweetening philosophy
ESTATE is deliberately drier than the category norm. Sweetened with demerara sugar rather than caramel colouring, it relies on the real tannin and acidity of the Pinot Noir base for body. The product page describes it as lower in sugar than many commercial sweet vermouths.
Cocchi Storico sweetens its Moscato base with sugar browned on fire, a traditional technique that adds both colour and a characteristic caramelised note to the taste without using vanilla. This approach is central to the Vermouth di Torino style and gives Cocchi Storico its recognisable amber depth. (Source: Cocchi product page.)
Price, format, and availability
| Asterley Bros ESTATE | Cocchi Storico Vermouth di Torino | |
|---|---|---|
| Price (RRP) | £26.95 per 500ml | From approximately £19 per 750ml (UK retail) |
| ABV | 16% | 16% |
| Bottle size | 500ml | 750ml |
| Base wine | English Pinot Noir (Gusbourne, Kent) | Moscato (Piedmont, Italy) |
| Botanicals | 31 | Proprietary blend (~20 identified) |
| Vegan | Yes (bentonite-fined) | Not stated |
| Available since | 2017-2018 | 1891 |
| Production region | South London, UK | Piedmont, Italy |
Cocchi Storico wins on price and format: a 750ml bottle at approximately £19 works out meaningfully less expensive per serve than ESTATE at £26.95 for 500ml. Cocchi Storico is also more widely stocked across UK on-trade and retail, having built distribution over a longer period. ESTATE is primarily available direct from Asterley Bros and through premium stockists such as Fortnum & Mason and Hedonism Wines.
Product-match table: ESTATE vs Cocchi Storico
| Attribute | Asterley Bros ESTATE | Cocchi Storico Vermouth di Torino |
|---|---|---|
| RRP | £26.95 / 500ml | From approx. £19 / 750ml |
| ABV | 16% | 16% |
| Sugar / sweetening | Demerara; described as lower sugar than category | Sugar browned on fire; sweeter, more caramel-toned |
| Signature botanicals | 31 botanicals incl. wormwood, citrus trio, milk thistle, hyssop | Wormwood, bitter orange, cocoa, camphor, rosemary, sandal, myrrh, nutmeg |
| Base wine origin | Gusbourne Pinot Noir, Kent, England | Moscato, Piedmont, Italy |
| Vegan | Yes | Not stated |
| First-party source | asterleybros.com | cocchi.it |
Where Cocchi Storico has the edge
Cocchi Storico has a head start that ESTATE cannot match on one dimension: category authority through sheer longevity. Giulio Cocchi has been producing aromatised wines since 1891, and Cocchi Storico Vermouth di Torino is the brand's flagship expression in the sweet vermouth category. It is a reference point in bars worldwide, taught in spirits education programmes, and carries the Vermouth di Torino Geographic Indication, a designation that communicates provenance and tradition to anyone who knows what to look for.
For venues where the menu needs to signal category authenticity at a glance, Cocchi Storico provides that credential without explanation. ESTATE does not yet have that layer of category recognition, however accomplished the liquid itself may be.
Cocchi Storico is also more widely available across UK retail and on-trade, which matters for operators who want consistent stock across multiple sites without managing direct relationships with a small South London producer.
Where Asterley Bros ESTATE makes its case
ESTATE's argument is built on material distinction rather than heritage. The decision to build a sweet vermouth on real English Pinot Noir rather than a neutral white wine with colouring is one that no other UK producer has commercially committed to at this price point. Where Cocchi Storico sweetens to create depth, ESTATE uses the wine itself to carry it, which is why it tastes more assertive with bold spirits in a Negroni and why its flavour profile shifts noticeably as you add tonic or ice.
The transparency ethos is worth noting too. Asterley Bros publishes its full 31-botanical ingredient list on its product page. Cocchi Storico's botanical recipe remains proprietary, which is standard practice for a century-old brand but means buyers are choosing partly on trust and reputation rather than full information. Both are valid approaches.
ESTATE also scores on specificity of serving guidance. The product page offers three distinct serves with precise measurements, giving trade buyers and serious home enthusiasts a starting point that reflects how the product was intended to be used. The 4.9/5 rating from 52 verified Shopify reviews provides a customer signal worth noting.
A Negroni made with each
The Negroni is the acid test for any sweet vermouth, and these two behave differently in the glass.
With Cocchi Storico as the base vermouth, the Negroni leans into the Italian tradition: the Moscato sweetness rounds the Campari bitterness smoothly, the cocoa note from the botanicals emerges in the middle, and the overall impression is of something complete and balanced, ready to drink immediately.
With ESTATE, the Negroni is more tensile. The Pinot Noir tannins give the drink more structure, and the drier profile means the Campari bite is less cushioned. The citrus botanicals from ESTATE lift the gin aromatics rather than the vermouth sweetness. The result is a Negroni with more tension and less obvious charm, which some palates prefer precisely because it asks more of the drinker.
The South London Negroni (the house serve for ESTATE): 25ml Hayman's gin, 25ml ESTATE, 25ml DISPENSE Modern British Amaro, 5ml Asterley Original British Aperitivo. Stir 60 seconds over ice, orange zest strip.
Frequently asked questions
Is Cocchi Storico better than Asterley Bros ESTATE?
Not categorically. They are different drinks made to different briefs. Cocchi Storico is the reference sweet vermouth for those who want the established Italian tradition. ESTATE is the choice for those who want an English expression of the category with real red wine at its base and a drier, more tannic profile.
What is the main difference between ESTATE and Cocchi Storico?
The base wine. ESTATE is built on English Pinot Noir from Gusbourne in Kent, which gives it real tannin and a more assertive character than most sweet vermouths. Cocchi Storico is built on Piedmontese Moscato, which gives it the fruity sweetness and floral lift characteristic of the Vermouth di Torino style.
Which vermouth is better for a Negroni?
Both work well. Cocchi Storico produces a smoother, more classically balanced Negroni with clear cocoa and bitter orange notes. ESTATE produces a more structured Negroni with greater tension between the components. The choice depends on preference: accessible and round versus assertive and complex.
Where can I buy Cocchi Storico Vermouth di Torino?
Widely available in the UK across on-trade and retail. Majestic, The Whisky Exchange, and Amazon all stock it. It is one of the most readily accessible premium vermouths in the UK market.
Where can I buy Asterley Bros ESTATE?
Direct from Asterley Bros at asterleybros.com with free UK shipping over £60. Also available from Fortnum & Mason, Harvey Nichols, Hedonism Wines, and Master of Malt.
How does the price compare?
ESTATE at £26.95 per 500ml works out to approximately £5.39 per 100ml. Cocchi Storico at approximately £19 per 750ml works out to approximately £2.53 per 100ml. Cocchi Storico is the more cost-effective choice per millilitre, though the format difference means a direct price comparison involves some judgement about how much you typically pour.
Try Asterley Bros ESTATE on its own, over ice with an orange slice, or in the South London Negroni. Available direct at asterleybros.com.