Campari, "the king of Aperitivo", was born in Milan. The most famous and successful cocktails in the world owe their flavor to Bitter Campari, one of the most used ingredients in mixing, present in numerous historical cocktail recipes. Just think of Negroni, Milan-Turin, Americano, Boulevardier, and Garibaldi.
In Italy, it is not linked to an idea of a "Milanese" aperitivo only, sipped in Galleria Vittorio Emanuele II, in the shadow of the Duomo Cathedral and celebrated by the city bourgeoisie and an elitist cultural world. It is mainly found in provincial bars and taverns, where you order a "Campari con bianco" ( with white wine) or the "uno in due", that is, a bottle of Campari Soda poured into two glasses filled with white wine from the house.
Gaspare Campari was the brilliant man who invented this miraculous liqueur, created with the infusion of fruit, herbs, and aromatic plants mixed in water and alcohol. The ruby red color and the love-sweet taste characterize it: and it soon becomes everyone’s favorite drink as an aperitif.
The founder of the company and patriarch of the family was originally from Piedmont and moved to Milan in 1862, where he founded the Caffè Campari inside the Coperto dei Figini, a building that used to house historic shops and bars of the city. Four years later this place would be demolished to make room for the construction of the stunning and futuristic Galleria Vittorio Emanuele II.
It is precisely in this magnificent Gallery, completed in 1878, that the Caffè Campari would have found space in 1867, together with the Campari family home.
Gaspare Campari died in 1882 and the reins of the business passed to his son, Davide. According to the fan page, the Campari family has become a stable reality owner of a profitable company, so much so that at Gaspare’s death the most famous newspaper in Milan wrote, "Gaspare Campari leaves five children and a beautiful patrimony of about half a million of Italian lire (US $3 millions).”
With Davide Campari, we can see the family business expansion. Gaspar's son has broader goals, so he travels the world in order to perfect the culture of liqueurs and explore the markets. The idea is to expand outside Italy and increase sales. In 1892 the first two factories were born in Milan, opened a short distance from each other. In 1904 he opened a historic factory outside Milan, ready to meet the demands coming from abroad.
In 1915, the Caffè Camparino was inaugurated, on the opposite corner from the Caffè Campari. The Camparino, over the years, has become a meeting place for artists, intellectuals, and prominent personalities from all over Milan and Italy. This place becomes an institution and the pre-dinner aperitif a ritual. At the end of the Second World War, the restaurant passed into the hands of the Miani family until 2018: from that moment it returned to become the property of Campari.
In 1932 Campari Soda was released on the market, a mix of Bitter Campari and soda with an alcohol volume of 10%, which was a resounding success.
The disposable bottle designed by the futurist artist Fortunato Depero, without a label, contributes to the exploit of the Milanese company. The upside down shake bottle is inspired by the glass in which the Bitter Campari with Camparino Seltz is served: the aperitif from Milan arrives throughout Italy.
The bottle of Campari Soda and the design furnishings of the Caffè Campari and the Camparino are expressions of the company's restless artistic research. Unforgettable advertising posters are made by artists such as Fortunato Depero, Marcello Dudovich, and Bruno Munari. Campari's communications campaigns become a textbook example for all Italian companies. How could we forget about Campari Red Passion!
Today, the Campari Group is a giant with more than 50 brands distributed in 200 countries worldwide. The Campari Group's brands include the historic Cinzano, Cynar, Aperol, Braulio, Riccadonna, Crodino, and Zedda Piras. In addition to Italian brands, Campari owns many international labels: Appleton Estate, Grand Marnier, Wild Turkey, Glen Grant, and Skyy Vodka among others.
Barbara Benzoni
Barbara Benzoni was born in Milan and lives between Rome and Tuscany. She is devoted to USA, the land of courage and innovation. She’s Peter's super-lucky mum and Ale's wife. Cinema, art, good food and only beautiful things are the themes of her existence. With a degree in Italian literature and a Masters in Sports Management she can both enjoys books and basketball matches. In 25 years she has been organizing sport events all over the world and she’s been lucky enough to meet the greatest champs ever. Curiosity in everyday life and people are her drivers. Her personal icon is Mohammed Ali : "It's not bragging if you can back it up".