In a spirits landscape dominated by big marketing budgets and even bigger personalities, Verità Vodka Italiana takes a different route, delivering a product of character, texture, and purpose. Created in Italy’s Veneto region at the artisanal Distilleria dell’Alpe and imported exclusively for the U.S. by Dalla Terra, Verità has found traction not with noise, but with nuance. Since its broader U.S. launch in 2024, it has landed in over thirty states, picked up listings in Total Wine & More, and found favour with chefs, mixologists, and distributors looking for quality without compromise. Its recent recognition as Best Spirit by Value at the 2025 Bartender Spirits Awards reflects not just a price point, but a philosophy, a commitment to value in the truest sense.

Image: Verita Vodka Italiana - Best Spirit By Value.

At the helm of Verità’s journey is Rob Forman, Spirits Director at Dalla Terra, whose approach to building a spirits brand mirrors the company's long-standing ethos in Italian wine: considered, collaborative, and tied deeply to origin. In this interview, Forman shares how a vodka rooted in Italian craftsmanship is finding a new rhythm across the American bar and retail scene.

Image: Alessandro & Francesco Maschio, the producers of Verità Vodka Italiano.

Since Verità's introduction to the U.S. market in 2024, could you elaborate on your current distribution footprint? Which states and retail chains have embraced Verità, and how has the reception been among consumers and retailers?

We introduced Verità in a few target markets in the summer of 2023, with a broader formal expansion for our distributor network in 2024. It is now available in thirty+ states, including all major markets that are not state-controlled. Initially, the retail business is with our historic independent relationships, though we do have it listed with Total Wine & More in Florida and Texas now, too. The reception has been fantastic from our distribution network, the trade, and the consumers who have been exposed to it so far. They are surprised first that it is Italian and then are impressed with the quality and texture profile for the price. We also dedicated attention to the package and label for the US market to be striking and unique, but elegant. 

Beyond the U.S., are there strategic plans to introduce Verità to other international markets? If so, which regions are being targeted, and what factors influence these decisions?

Verità is our brand and label exclusively for the US, where Dalla Terra operates solely. However, we have a strong partnership with the producer as we collaborate with several other spirits from their portfolio and are in discussions for both Canada and the U.K. in having it sold there as well, with our approval.

Image: Poster of VERITÀ VODKA ITALIANA. VERITÀ is crafted exclusively for Dalla Terra by Distilleria dell’Alpe.

How has Verità been integrated into the on-premise sector, particularly in Italian and Mediterranean restaurants? Are there partnerships with specific establishments or mixologists that have been pivotal in enhancing brand visibility?

Dalla Terra’s legacy and history as an agent/importer of exclusively Italian wines dates to 1990, and on-premise has always been the strongest channel for our wine brands with our distributors. Representing Italian spirits started in 2020, but we see Verita and our more niche category of spirits as on-premise first, then retail, as well. For Verità, we saw a clear opportunity to provide a high-quality but affordable option for the enormous array of Italian/Mediterranean accounts with licenses that have had no option for Italian vodka for their programs. Chasing Rabbits in Vail, Rezdora in NYC, Brooklyn Social, Lidia’s in Kansas City, and Lioness in Seattle are Italian/Mediterranean examples. That being said, a few of our best clients so far have not been Italian themed, but esteemed, creative, and eclectic restaurants such as Layla in Asbury Park, NJ, and Lola in Chicago, that appreciate the quality, price, and functionality.

Given Verità's unique Italian heritage and artisanal production, what marketing activities have been most effective in promoting Verità? Could you share insights into campaigns or events that have significantly boosted brand awareness?

Dalla Terra is a small, efficient agent/importer, not a marketing company, that manages the business for many of the best and most historic Italian wineries and producers. We approach our Spirits portfolio in the same way, by leveraging our reputation in the trade as solely Italian through our core competency of empowering our distributor network through education, aggressive sampling, and various incentives. But we understand that promoting spirits, especially vodka, involves other approaches. As Verità grows, we will be able to activate more direct client campaigns and promotions through our Italian identity and lens. Last year, we participated in both Bar Convent Brooklyn and Tales of the Cocktail, and will do so again this year, as well as Rochester Cocktail Revival, where I am this week. We have also been selective in submitting to quality awards competitions such as yours this year, and last year we received Best in Class and World’s Best Vodka from the San Francisco World Spirits Competition, which we have been leveraging through press releases and POS materials. Lastly, we work both with Jarvis Communications, who helps get our products in front of journalists on an ongoing basis, as well as Rooster Factory, who give us invaluable guidance. We want Verità to be known and appreciated as uniquely Italian in origin and tie that to the excellent price/quality it delivers, thus allowing it to also transcend its Italian origins for all-purpose use and appreciation.

Image: Derra Terra at Bar Convent Brooklyn 2025, featuring  Verità Vodka Italiano.

With the recognition from the 2025 Bartender Spirits Awards, how do you plan to leverage this accolade in your marketing and sales strategies? Will there be specific campaigns or collaborations to highlight this achievement?

Yes! We will create specific marketing materials, and a press release we will share with our distribution network, and update all our POS and education materials to incorporate this wonderful recognition. We still need to strategize internally about other approaches to leverage this notable award. 

Image: Verita Vodka Italiana - Best Spirit By Value at 2025 Bartender Spirits Awards.

Verità's production involves a unique four-time distillation process, including a final distillation in an antique, wood-fired bain-marie still. How does this method influence the vodka's flavor profile, and what challenges does it present in terms of scalability?

The final distillation is a hands-on, manual process that involves master distiller Alessandro Maschio’s skill and overview, and this further refines the distillate, maximizing its texture, purity, and creaminess. Filtration is light and is non-chilled, which is important in preserving this quality as well.

Image: Pot Still from DDA.

What measures are in place at Distilleria dell’Alpe to ensure environmentally responsible practices, and how are these communicated to consumers?

Ultimately, Distilleria dell’Alpe is a craft distiller that uses exclusively local and regional ingredients, from the water, the wheat, and the wood used in the artisanal 1940s bain-marie stills.

How does Dalla Terra support importers and retailers in promoting and selling Verità? Are there specific tools, training, or marketing materials provided to facilitate this?

Most of the support is built-in and already reflected in the excellent everyday price per liter. However, we have tremendous POS materials in back cards, shelf talkers, and shelving units for retailers incorporating the accolades mentioned above. We can also support in-store demos and are always doing training for our distributors and staff, both on and off-premise.

Conclusion:

As Verità continues to grow, its path reveals more than just the success of a single SKU. It shows how thoughtfully made, modestly priced products—when backed by deep trade relationships and a clear sense of identity—can find real resonance in a crowded market. For Dalla Terra, this isn’t about chasing trends. It’s about expanding a portfolio with integrity, offering something that feels both familiar and distinct. The next chapter may involve new markets, new collaborations, and more visibility, but the core idea remains: Verità isn’t just an Italian vodka—it’s a reflection of how Italy does vodka differently.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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