Discover the vibrant history of Campari, from its humble beginnings in Novara to its status as the cornerstone of modern aperitivo culture, revolutionizing cocktail traditions worldwide.
Campari was created in 1860 by Gaspare Campari in Novara, Italy. Originally crafting his bitter at the Bass Bar in Milan's city center, Gaspare developed the recipe through careful experimentation with herbs, fruits, and spices.
The distinctive ruby-red liqueur is made from an infusion of herbs, aromatic plants, fruit, alcohol, and water. While the exact recipe remains a closely guarded secret, it's known to contain more than 60 natural ingredients, including bitter herbs, oranges, and spices.
Davide Campari, Gaspare's son, transformed his father's creation from a local specialty into an international brand. In 1904, he established the first Campari production plant in Sesto San Giovanni, introducing standardized production methods.
The brand's artistic legacy began in the 1920s with pioneering advertising campaigns, most notably collaborating with artist Leonetto Cappiello who created the iconic 'Spiritello' poster featuring a sprite emerging from an orange peel.
Campari's international expansion accelerated in the early 20th century, with the bitter aperitif reaching markets across Europe and the Americas. The brand's sophisticated marketing approach, emphasizing art and design, helped establish it as a symbol of Italian style and sophistication.
The company's commitment to artistic expression continued through collaborations with renowned artists and designers, creating a distinctive visual identity that transcended traditional advertising. Today, Campari is sold in more than 190 countries, maintaining its position as a cornerstone of cocktail culture.
Campari's versatility has made it an essential ingredient in classic and contemporary cocktails.
In recent years, Campari has experienced a remarkable renaissance, driven by the global revival of classic cocktails and aperitivo culture. The brand has maintained its relevance through innovative marketing campaigns and its central role in the craft cocktail movement.
The company continues to honor its artistic heritage through the Campari Calendar, featuring collaborations with celebrated photographers and international celebrities. Meanwhile, its position in the modern mixology scene has been strengthened by the rising popularity of bitter flavors and traditional Italian drinking customs.
Campari stands as a testament to the enduring appeal of Italian aperitivo culture, bridging historical tradition with contemporary cocktail innovation.
