Monocle

Read here Monocle’s articicle published in May 2024: “Across the grape divide”, where the history of La Fuerza vermouth is summarized and brought to the UK in one Britain’s most important media,

The four friends behind Mendoza-based food-and-drink company La Fuerza wanted to reinvigorate Argentina’s stagnant vermouth industry. So they decided to create a version that captured the spirit of the modern Andes. “Bottles with old-fashioned labels kept young consumers at bay,” says co-founder Martín Auzmendi. “Our goal was to give this beverage a fresh identity.”