Hipsters are quaffing Vermouth made famous by Leonard Rossiter

Thirsty millennials have begun drinking an Italian fortified wine which was last popular in the 1970s when it was advertised by Leonard Rossiter and Joan Collins. 

The saucy adverts attempted to show that Cinzano was a sophisticated. But like many fashionable trends, the drink soon fell out of favour and is now undergoing a revival. 

Millennials have been sharing their recipes on Instagram and posting photographs of their creations. 

Sales of Cinzano and its rival Martini have jumped by 12 per cent over the past 12 months 

Drinks industry experts believe millennials like these drinks because they are relatively low on alcohol and the cocktails look good on their Instagram pages

Restaurateur Kate Hawkins said: ‘They appeal to the drink-less-drink-better vibe of the discerning drinker. People in the booze business are muttering that vermouth could be the next gin’

Restaurateur Kate Hawkins told The Times: ‘They appeal to the drink-less-drink-better vibe of the discerning drinker. People in the booze business are muttering that vermouth could be the next gin.’ 

Cinzano and Martini have seen their sales jump by 12 per cent over the past year. 

Euromonitor drinks analyst Spiros Malandrakis said: ‘Young people worry how their digital image is going to be perceived, not just now but a decade down the line. They don’t want boozy images coming back to haunt them. 

‘Aperitifs fit the bill because they’re light on alcohol but look great in photos.’  

Euromonitor drinks analyst Spiros Malandrakis said: ‘Young people worry how their digital image is going to be perceived, not just now but a decade down the line. They don’t want boozy images coming back to haunt them. ‘Aperitifs fit the bill because they’re light on alcohol but look great in photos’

Britons spent almost £700 million last year on Cinzano and Martini