Campari drinks

An icon of Italian style, a symbol of conviviality and creativity. Tells a story made of passion, art and innovation, bringing the unmistakable culture of the aperitif to the world.

Aperol Spritz, Bitter and Soda: the essence of the Italian aperitif

The story of Campari begins in 1860 thanks to the intuition of Gaspare Campari, who in Novara created a secret recipe that would become an enduring symbol of the Italian aperitivo. Over time, the small artisanal workshop became a landmark in the heart of Milan, where the famous Caffè Campari in Galleria Vittorio Emanuele II turned into a meeting place for artists, intellectuals, and lovers of conviviality. The evolution of the brand intertwines with the cultural and social growth of the city, bringing the intense red color and unmistakable taste to represent not just a beverage but a true language of Italian style and passion.

The brand’s journey is marked by some key milestones that have defined its identity. In 1860, the creation of the famous red bitter aperitif marked the birth of an icon. In 1932, CampariSoda was introduced with its revolutionary bottle designed by futurist Fortunato Depero, a label-free design still considered today a masterpiece of functional aesthetics. More recently, in 2023, the Campari bottle underwent a major restyling inspired by Milanese architecture: vertical fluted lines and a horizontal blue label paying homage to the city where the brand was born and grew, with special attention to sustainability through the use of recycled and fully recyclable materials.

The narrative of this brand cannot be separated from its bond with art and culture. From collaborations with futurist artists to the film commercials directed by Federico Fellini in the 1980s, Campari has always known how to communicate through innovative languages. Advertising posters signed by masters such as Bruno Munari and Ugo Nespolo, along with contemporary projects with international photographers and designers, have reinforced the brand’s image as a symbol of Italian creativity.

Beyond the cultural aspect, the evolution of the packaging tells a story of constant innovation. From the simple decanter bottle of its origins, to the iconic design of Campari Soda in the 1930s, up to the recent redesign of the bottle that combines elegance and modernity. The world of Aperol Spritz has also undergone a renewal, with the introduction of ready-to-serve 20 cl bottles that highlight practicality without losing the elegance of a convivial ritual increasingly appreciated internationally.

The product range has expanded over the years to include absolute icons. Campari remains the soul of the Negroni and the Americano, cocktails that have made mixology history. Aperol Spritz represents the perfect balance between sweetness and a bitter note, becoming a symbol of modern social life and one of the most popular Italian drinks worldwide. Soda, with its ready-to-serve taste, continues to amaze with the originality of its design and the practicality of its format. Bitter remains a benchmark for those seeking authenticity and tradition, with a bold character that embodies over a century and a half of history.

The role of conviviality should not be forgotten: a Soft Drink accompanied by savory snacks becomes the star of simple and pleasant moments, showing how an aperitivo can turn into an opportunity for sharing that brings together people and cultures. The brand’s ability to fit into everyday contexts without losing refinement is one of the aspects that has made it an international symbol.

The company philosophy is summed up in the concept of Red Passion, a passion that unites history, art, and taste. The group is constantly committed to environmental and social sustainability, aiming to reduce CO2 emissions, improve water resource management, and eliminate landfill waste by 2025. At the same time, it promotes inclusion and diversity, with strong female representation in leadership roles and programs aimed at preventing alcohol abuse, demonstrating how a historic brand can play an active role in shaping a more responsible future.

An interesting aspect is that Campari Soda is one of the very few beverages in the world that has never needed a label: the color and shape of the container alone tell the story of its contents, making the bottle an icon recognizable everywhere. A detail that highlights how visual identity can become an integral part of the consumer experience.

The awards received over the years confirm the brand’s value. In addition to being named Best Selling Brand in the liqueur segment in 2024 by Drinks International, the group has received awards related to inclusion and workplace quality, positioning itself as a benchmark of excellence not only for its products but also for its corporate culture.

The natural conclusion of this journey is the awareness of how manages to combine tradition and innovation. From the first glass created by Gaspare Campari to the cocktails served today all over the world, the brand remains a red thread running through eras and styles, able to tell the story of Italian conviviality in all its nuances. Whether it is a toast with Aperol Spritz, a break with Soda, or a more intense moment with Bitter, every sip holds a story made of passion, creativity, and authenticity. That is why this brand continues to be a benchmark in cuisine and daily social life, a symbol of an Italy that knows how to unite deep roots with a forward-looking vision.

Quality

FAQ

When was Campari founded?

Was founded in 1860 by Gaspare Campari in Novara, Italy. The first red aperitif was served in the famous Caffè Campari in the Galleria Vittorio Emanuele II in Milan. Even today it represents the authenticity of the Italian aperitif.

What is the difference between Campari and Campari Soda?

Is an alcoholic bitter for mixing (25% vol.), while Campari Soda is a ready-to-drink version, with low alcohol content (10%) and iconic single-dose bottle designed by Fortunato Depero in 1932. Perfect for an immediate aperitif, without mixing.

Are Aperol Spritz and Campari Spritz the same thing?

No, they are two different versions of the Spritz. Aperol Spritz is sweeter and more fruity, based on Aperol (11% vol.), Prosecco and soda. Campari Spritz is more bitter and decisive, based on Bitter Campari, Prosecco and soda. Both versions are widespread, but with distinct taste profiles.

Why doesn't the bottle of Campari Soda have a label?

The bottle of Campari Soda, designed in 1932 by Fortunato Depero, is conceived as a work of futurist design. Its inverted calyx shape and frosted surface allow it to be recognized immediately, without the need for labels. It is one of the symbols of Italian industrial design.