Campari
An iconic Italian bitter aperitif used in classic cocktails and long drinks.
Last updated October 10, 2026
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- Nov 4, 2026
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- Nov 4, 2026
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Overview
Campari is an Italian alcoholic aperitif and bitters brand created by Gaspare Campari in Novara in 1860. It is recognized for its deep red color, pronounced bitterness, and aromatic profile derived from an infusion of herbs, fruit, alcohol, and water. The exact recipe is proprietary, while published descriptions identify chinotto and cascarilla among the ingredients associated with its flavor profile. In Italy, Campari is generally classified as a bitter aperitif rather than an amaro, whereas American usage sometimes places it within the broader amaro family. The product began as Gaspare Campari's signature preparation and became associated with the emerging café and aperitivo culture of northern Italy. A major industrial step came in 1904, when the first Campari production plant opened in Sesto San Giovanni near Milan. Under the direction of Gaspare's son, Davide Campari, the business expanded beyond its original market. Exports first reached Nice on the French Riviera and subsequently extended overseas, helping turn a regional Italian aperitif into an international brand. Campari's visual identity has long been closely tied to its red color. Historically, the color came from carmine, a dye made from cochineal insects. Campari Group ended the use of carmine in 2006, but the brand retained its recognizable red appearance. The drink is now produced and distributed by Campari Group, the Italian multinational beverage company, and the Campari trademark is registered to Davide Campari-Milano S.p.A., part of that group. The brand is used both as a standalone aperitif and as a cocktail ingredient. Common serves include Campari with soda water, citrus juice, or prosecco in a spritz-style drink. In Italy, Campari Soda is sold as a ready-to-drink combination in individual bottles. The bottle design, introduced in 1932 and associated with Italian artist Fortunato Depero, is an important example of the brand's connection to modernist advertising and packaging design. Campari is particularly important in the history of classic cocktails. It is a core ingredient in the Negroni, Americano, Boulevardier, and Garibaldi, and has also been used in the Old Pal. The brand's bitter taste gives these drinks structure and distinguishes them from sweeter liqueur-based cocktails. Campari Group describes the product as globally distributed, with availability in more than 190 countries. Its positioning combines Italian aperitivo heritage, distinctive design, cocktail versatility, and premium mainstream accessibility.
History
Campari originated in Novara, Italy, in 1860, when Gaspare Campari created the bitter alcoholic preparation that would later carry his name. The drink belonged to the developing Italian aperitivo tradition: it was intended to be consumed before a meal and valued for its bitter, aromatic character. Its recipe combined alcohol and water with an infusion of herbs and fruit. Chinotto and cascarilla are among the botanical ingredients associated with descriptions of the product, although the complete formula remains proprietary. The product's dark red color became one of its defining characteristics. For much of its earlier history, the color was obtained with carmine, a dye produced from cochineal insects. Campari Group discontinued carmine in 2006. The change altered the source of the coloring but did not remove the visual association between Campari and red, which remains central to the brand's recognition. The business entered a more industrial phase in 1904, when Campari opened its first production plant in Sesto San Giovanni, near Milan. The location connected the brand with the industrial and commercial development of the Milan area. Under Davide Campari, Gaspare's son, the company pursued distribution beyond its original setting. Nice was identified as an early export destination, after which the product was sent to overseas markets. This export-led development transformed Campari from a local Italian preparation into a product with international ambitions. Campari's history is also inseparable from design, advertising, and cocktail culture. The brand became associated with the visual language of Italian modernism, and its ready-to-drink Campari Soda format used a distinctive bottle designed by Fortunato Depero in 1932. The packaging gave the product a recognizable physical identity and linked the beverage to the broader tradition of Italian commercial art. Campari also gained durable cultural importance through drinks such as the Americano and Negroni. In the Negroni, Campari is combined with gin and sweet vermouth; in the Americano, it is combined with vermouth and soda. It is also used in the Boulevardier, Garibaldi, and other aperitif cocktails. In the contemporary period, the Campari trademark has been held by Davide Campari-Milano S.p.A., within Campari Group. The group produces and distributes the brand internationally. Reference material describes Campari as available in more than 190 countries, making it one of the most widely recognized Italian aperitif brands. Its modern role combines several functions: a bottled aperitif served with soda or citrus, a component of classic and contemporary cocktails, and a symbol of Italian aperitivo culture. The brand has also faced the practical complexity of operating in politically sensitive markets. Following Russia's invasion of Ukraine in February 2022, Campari Group announced a suspension of investment, advertising, and promotional activity in Russia and reduced local operations to essential staffing-related activity. Products continued to be available, and later reports described a possible new product introduction in the country. Reference material stated that the group was still operating in Russia in December 2024. These developments illustrate the difference between suspending investment and promotional activity and completely withdrawing a consumer brand from a market. Campari remains active as a global product brand. Its strongest enduring assets are its distinctive bitter taste, red color, Italian origin, role in internationally known cocktails, and connection with the visual history of Italian advertising and packaging.
- 2023
Reported planned launch of Sarti Rosa in Russia
[1]Reports indicate that Campari planned to introduce Sarti Rosa in Russia.
- 2022
Russia investment and promotion suspended
[1]Following Russia's invasion of Ukraine, Campari Group announces the suspension of investment, advertising, and promotional activity in Russia.
- 2006
Carmine use ends
[1]Campari Group discontinues the use of carmine as the source of the product's red coloring.
- 1932
Campari Soda bottle designed by Fortunato Depero
[1]The distinctive bottle for Campari Soda is designed by Italian artist Fortunato Depero.
- 1904
First production plant opens
[1]Campari opens its first production plant in Sesto San Giovanni near Milan.
- 1900
International export expansion begins
[1]Under Davide Campari's direction, exports begin with Nice and later extend overseas.
- 1860
Campari is created in Novara
[1]Gaspare Campari invents the bitter aperitif in Novara, Italy.
Products and positioning
A premium Italian aperitif centered on bitter flavor, cocktail heritage, and recognizable red visual identity.
Bitter aperitif · 1860
Campari Bitter
The core Campari product is a red Italian bitter aperitif made from an infusion of herbs and fruit in alcohol and water. Its profile is deliberately bitter and aromatic, making it suitable for sipping with soda or citrus as well as for mixing into cocktails. The complete formula is proprietary; chinotto and cascarilla are among the ingredients associated with published descriptions. Campari is central to the Negroni and Americano and is also used in the Boulevardier, Garibaldi, spritzes, and other mixed drinks.
Ready-to-drink aperitif · 1932
Campari Soda
Campari Soda is a bottled combination of Campari and soda water sold in the Italian market. Its distinctive bottle was designed by Fortunato Depero in 1932 and gives the format a strong connection to Italian modernist packaging and commercial art. The product offers a pre-mixed way to serve Campari as an aperitif rather than requiring the consumer to combine the ingredients at home.
Controversies
2026
Italian prosecutors seek trial for Campari chairman over alleged tax evasion
According to a Reuters exclusive, Italian prosecutors are seeking a trial for the chairman of Campari over alleged tax evasion. The report concerns the chairman of the Italian beverage brand Campari and a tax evasion allegation. The source states that prosecutors are pursuing a trial in the matter. No further details regarding the individuals involved, the amounts concerned, or the outcome of the proceedings are provided in the available report.
Marketing campaigns
- 1932Campari Soda modernist packaging
Italy
Campari used a bottle designed by Fortunato Depero for Campari Soda, making packaging and modernist visual design part of the product's identity.
Outcome. The bottle became a distinctive element of the Campari Soda format and the brand's design heritage.
Brand decisions
2022
Scale back Russian operationsStrategyBackground
Russia's invasion of Ukraine led Campari Group to reassess its activities in the Russian market.
Action taken
The group announced that it would suspend investment, advertising, and promotional activities in Russia and reduce operations to the minimum necessary to pay local staff.
Aftermath
Campari products remained available in Russia, and later reports indicated a possible Sarti Rosa introduction. Reference material stated that the group continued operating in Russia in December 2024.
2006
Discontinue carmine coloringStrategyBackground
Carmine had historically supplied Campari's characteristic red color and was derived from cochineal insects.
Action taken
Campari Group ended the use of carmine in the product.
Aftermath
The drink continued to be identified by its red appearance, although the historical coloring material was no longer used.
Recent events
- Unconfirmed
Reported
Italian prosecutors seek trial for Campari chairman over alleged tax evasion[3]
Italian prosecutors are seeking a trial for the chairman of Campari over alleged tax evasion, per a Reuters exclusive.
Reported
Moët Hennessy and Campari agree to form wine and spirits e-commerce joint venture[4]
Moët Hennessy and Campari agreed to invest together in wine and spirits e-commerce companies and create a European e-commerce player. Campari would transfer its stake in Tannico into a newly established joint venture, with Moët Hennessy to acquire half of the joint venture's equity, subject to regulatory clearance.
Sources4 sources
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