Campari

Founded in 1860 in Milan by Gaspare Campari , Campari is today one of the major groups in the spirits sector worldwide. Based in Sesto San Giovanni , in the province of Milan , the company was built around a product that has become legendary: Campari, a bright red amaro with an intensely bitter and aromatic taste.

The birth of an Italian classic

Passionate about bitter aperitifs, Gaspare Campari developed an original recipe in 1860 based on an infusion of herbs, aromatic plants, orange peel, and alcohol . He settled in Milan, where he obtained a license to open a café in the city center. It was there that he created the " Milano-Torino ," a cocktail later renamed the Americano .

Recognizable by its vibrant red color and its subtle balance of bitterness, sweetness, and freshness, Campari quickly became a staple in Italian, and later international, bars. In 1880, the brand published its first advertisement in one of Italy's leading daily newspapers of the time, marking the beginning of a long tradition of bold advertising.

Campari and the golden age of cocktails

At the beginning of the 20th century, with the rise of cafés and the popularization of the aperitif, Campari established itself as a key ingredient in mixology . Between 1919 and 1920, the famous Negroni was born: a variation of the Americano in which gin replaces soda water. This cocktail became one of the great international classics, still essential today.

Over the decades, the brand has associated its image with art, design, and major events. Notably, it sponsored the 1960 Summer Olympics in Rome and the 1990 FIFA World Cup, reinforcing its place in Italian popular culture. From the 1970s onward, personalities such as David Niven and Nino Manfredi became brand ambassadors. In 2010, Campari celebrated its 150th anniversary through artistic collaborations and special editions.

A portfolio of prestigious brands

While Campari remains the emblem of the group, Campari Group now owns a vast portfolio of international brands, including:

Aperol , a light and orange aperitif with notes of bitter orange and herbs;

Grand Marnier , a French liqueur combining cognac and orange peel;

Wild Turkey , an American bourbon with a rich and spicy profile;

Cynar , an Italian artichoke-based digestif, both bitter and slightly sweet.

Present in more than 190 countries, the group employs more than 4,000 people and has 18 production sites worldwide, thus controlling its entire value chain, from the selection of raw materials to bottling.

Innovation, marketing and sustainable commitment

Campari has distinguished itself over time through creative and artistic marketing campaigns, which have helped shape its image. The group also invests in research and development to constantly innovate and enrich its product range.

At the same time, sustainable development occupies a central place in its strategy. Reducing CO₂ emissions, responsible water management and waste recovery are among the commitments made to limit the environmental impact of its activities.

More than just a liqueur, Campari today embodies a true Italian way of life: a tradition born in Milan in 1860, which has become a global symbol of aperitifs and cocktail culture. Read less