Words by Alina Trabattoni
For over 160 years, Campari has been an international symbol of good taste, conviviality and, above all, passion. From its vibrant red colour to its bittersweet taste, it has seduced palates and created iconic moments and unique memories for many around the world.
Many celebrities have been spotted enjoying a Campari cocktail. Among them, George Clooney, who has his Negroni served with a twist of orange, and Kate Hudson, seen to savour a Campari and soda with a splash of grapefruit juice. And also in decades past the iconic image of the legendary Fellini sipping a Campari on the set of his movies became a symbol of the Dolce Vita era in Italy, and Orson Welles was also touted by those that knew him to be a discerning Campari cocktail connoisseur.
Taste and heritage
Campari’s taste and heritage dates back across time. In 1860, Gaspare Campari created a unique recipe that blended different herbs, spices, and fruit peels with alcohol, an inebriating concoction that soon became known as Campari across the globe. The result was a complex and balanced taste that is bittersweet and slightly spicy on the palate.
The original recipe still remains a closely-guarded secret to this day, known only by a few people in the world. The origins of its main ingredients can be traced back to ancient civilizations such as the Greeks and Romans, who were renowned for infusing fragrant herbs into liquids and this unique drink continues to stand the test of time.
As demand for Gaspare’s unique blend of red grew, he moved his drinks operations to the newly-built Galleria Vittorio Emanuele II in the vibrant heart of Milan into the Caffè Campari, overlooking the renowned Piazza Duomo. The swift and widespread success of Campari also led to the establishment of the inaugural Campari laboratory in Milan in following years. The rest is history, involving the serving of Campari as an aperitif in cafés and bars, first in the city of Milan, Italy and then around the world, marked by strong international expansion also fuelled by the invention of the Negroni cocktail in the 1920s.
In the decades following its original launch, Campari became an increasingly popular drink throughout Italy and around the world. Its allure spread like wildfire also thanks to its unique taste, its elegant bottle, and its innovative advertising campaigns.
Campari’s long-standing tradition of collaborating with renowned artists including Andy Warhol, Ugo Nespolo, Vanessa Beecroft, and Tobias Rehberger, to create iconic and visually captivating advertisements, allowed the drinks-maker to infuse its brand with creativity and innovation, making its campaigns stand out. Moreover, Campari has enlisted numerous celebrities, including Uma Thurman, Hudson, Penélope Cruz, and Clive Owen, to be the faces of its campaigns, further solidifying their connection to the world of entertainment and popular culture.
By blending the worlds of art, celebrity, and mixology, Campari continues to create captivating visuals and stories that enhance its brand image.
Many mixology experts today agree the Campari bottle contains the most majestic and captivating shade of red ever created. Its crimson hue for sure wields a magnetic force, easily noticeable from afar and irresistibly enticing. In fact, the inviting glow of iconic Campari bottles in night hot spots and high-end exclusive events makes those present feel both welcome and thirsty for the red-hued cocktail.
The secret recipe
Campari’s success is tied to its secret infusion of herbs, spices, and fruit peels mixed with carefully-calibrated blends of alcohol and water. Lombardy-based beverage producer Gaspare Campari developed the bitter liqueur using an undisclosed recipe that involved as many as 60 diverse herbs, spices, barks, and fruit peels. Among the ingredients were chinotto, a bitter citrus fruit, and cascarilla, the bitter and fragrant bark of a shrub found in the West Indies.
Even as the exact combination of ingredients remains undisclosed, much speculation has emerged over the years with taste analysts contending it could include ingredients like bitter orange, rhubarb, ginseng, and quinine. These ingredients are carefully sourced and meticulously blended to achieve the unique and complex flavour profile that has made Campari a staple in the world of cocktails. While some components, including bitter orange peel, rhubarb, and ginseng have, on occasion, been acknowledged in the past, the full composition of its makeup remains undisclosed.
As such, the secret recipe of Campari has stood the test of time, captivating the palates of cocktail enthusiasts for near two centuries now. The carefully guarded formula ensures that each bottle of Campari maintains its signature bitterness and intriguing taste.
Drinks historians contend that the practice of offering a bitter beverage prior to a meal, known as an appetite-stimulant or aperitivo (derived from the Latin word aperire, meaning ‘to open’), likely gained popularity across the world thanks to Gaspare Campari’s innovative genius.
One of the intriguing historical aspects of Campari’s recipe is the connection it may have had with Coca-Cola, according to some drinks experts. While the specific ingredients remain undisclosed, beyond their shared reputation as iconic beverages with secret recipes, it has been speculated that the original recipe for Coca-Cola, created by pharmacist John Pemberton in the late 19th century, included Campari as one of its secret ingredients.
While the specific details of Campari’s secret recipe may remain unknown, barring to the few individuals who are entrusted with its production, the mystique surrounding this red gold only adds to the allure and curiosity of this beloved Italian aperitif.
How to drink it
Campari can be enjoyed in many ways. Some people prefer it on the rocks, while others enjoy it in a cocktail. One of the most famous cocktails made with Campari is the Negroni, a combination in equal parts of Campari, gin, and sweet vermouth. Another popular way to enjoy Campari is with a Spritz, a refreshing drink perfect for a warm summer day concocted by combining Campari with prosecco and soda water. Whether you prefer a bitter and bold Negroni or a lighter and effervescent Campari Spritz, there’s a Campari cocktail to suit every palate and occasion, as the following recipes show:
Campari Spritz: For a lighter and more effervescent option, the Campari Spritz is a delightful choice. Fill a large wine glass with ice, then add equal parts Campari and sparkling wine (such as Prosecco). Top it off with a splash of soda water and gently stir. Garnish with an orange slice or a sprig of fresh rosemary, and you have a vibrant and bubbly cocktail that’s perfect for a sunny afternoon.
Boulevardier: The Boulevardier is a sophisticated and whiskey-forward cocktail that features Campari. In a mixing glass with ice, combine 1 ½ ounces of bourbon or rye whiskey, 1 ounce of Campari, and 1 ounce of sweet vermouth. Stir until well-chilled, then strain into a chilled coupe or rocks glass. Consider garnishing with a cherry or an orange twist. The Boulevardier offers a rich and complex flavor profile with a pleasant bitterness.
Campari and Soda: If you’re seeking a simple and refreshing option, a Campari and Soda is the perfect choice. Fill a tall glass with ice, pour in 2 ounces of Campari, and top it up with soda water. Stir gently, and garnish with a lemon wedge or a sprig of fresh mint. This classic combination allows the vibrant and bitter flavours of Campari to shine through while offering a lighter, thirst-quenching experience.
Milano-Torino, or MiTo: Back in the 1860s, the Caffè Camparino in Milan was serving endless rounds of drinks and many of these were the renowned Milano-Torino cocktails, made up of Campari and Punt e Mes, a bittersweet vermouth from Torino.
Americano: Those that found the MiTo too bitter started requesting soda to be included. This led to the creation of the Americano, a milder and less bitter beverage that gained popularity as James Bond’s first drink in Ian Fleming’s novel, Casino Royale.
It is widely believed that the Americano evolved into the Negroni sometime between 1919 and 1920. The transformation occurred when Count Camillo Negroni, known for his distinctive moustache, entered a bar in Tuscany and asked the bartender for an Americano, made stronger. The innovative bartender replaced soda with gin and added a twist of orange peel, and thus the Negroni came into existence.
Classic Negroni: The Negroni is an iconic cocktail that perfectly showcases the distinctive flavour profile of Campari. To make a Negroni, combine equal parts Campari, gin, and sweet vermouth in a mixing glass filled with ice. Stir well to chill and dilute the drink, then strain it into a rocks glass filled with fresh ice. Garnish with an orange twist, and you have a beautifully balanced cocktail that’s bitter, yet refreshing. Additional variations of the Negroni include the Sbagliato version, in which Prosecco is added, as well as the Negroski, where vodka replaces gin.
The Negroni cocktail has the honour of having an entire week dedicated to its celebration. Starting in the US in 2013, Negroni Week encourages restaurants and bars to donate $1 to charity for each Negroni they serve. Within just two years, Negroni Week expanded to involve 3,500 participating establishments across 42 countries. In recent years, the event has been raising an impressive hundreds of thousands of dollars annually, all significant contributions to charity made possible by the popularity of Negronis.
Campari Martini: For martini enthusiasts, the Campari Martini provides a unique twist to the traditional recipe. In a mixing glass with ice, combine 2 ounces of gin, 1 ounce of Campari, and a splash of dry vermouth. Stir well and strain into a chilled martini glass. Garnish with a lemon twist. This cocktail delivers a sophisticated blend of botanicals from the gin, Campari’s bitterness, and a hint of herbal complexity from the vermouth.
Campari’s versatility is one of its greatest strengths. It can be enjoyed at any time of day, in any setting, and with any food. Whether you’re relaxing on a sunny beach or enjoying a night out with friends, Campari is the perfect companion.
Art, film and charity
The iconic Italian aperitif, has established a strong presence in the world of cinema and cultural events. Its involvement in cinema, film festivals, and collaborations with authors have cemented its reputation as a sophisticated brand with a passion for storytelling. By embracing the world of cinema and literature, Campari exudes elegance, creativity, and cultural significance.
To date, Campari has collaborated with renowned filmmakers, actors, and authors, leaving an indelible mark on the industry. Its iconic advertising campaigns feature notable film personalities, while its sponsorship of high-profile events like the Venice Film Festival and Cannes Film Festival showcases its commitment to the art of filmmaking.
In fact, one of the most famous events where Campari is consumed is the Venice Film Festival. For over 10 years, Campari has been the official drink of the festival, and it has become a symbol of the glamorous and sophisticated world of film. Additionally, Campari has collaborated with esteemed authors to produce limited-edition publications, combining the brand’s rich history with the creativity of writers and artists.
This year, the iconic Milanese red drink paid homage to the city’s sleek fashion and contemporary tradition with a new retro bottle inspired by it. The bottle’s modern lines symbolize the journey of the Campari aperitivo ritual from Milan to the world, reflecting vitality and transformation.
Campari also again partnered with the Festival de Cannes as an official sponsor in 2023, celebrating the shared passion for creativity and inspiration found in cinema and cocktail culture. The partnership was highlighted throughout the duration of the film festival, showcasing Campari’s iconic cocktails alongside cinematic creations.
The drink also returned to the Screen Actors Guild Awards, honouring film and television pioneers who push boundaries and create great stories. Campari also sponsored the Berlinale, one of the largest public film festivals in the world, continuing its longstanding dedication to the world of cinema. The partnership reflects Campari’s history of collaborating with renowned talents and promoting creativity and individuality at the 73rd Berlin International Film Festival in February.
Bittersweet, ruby-coloured cocktail
Italy’s bittersweet, ruby-coloured cocktail today has a starring role in the world’s best bars, restaurants and events. It is not just a drink; it is a symbol of the good life, of passion, and of style. From its iconic bottle to its unique taste, Campari embodies the essence of Italian life and culture.
So, next time you’re looking for a drink that will transport you to another world, reach out for a Campari, savour its complex and intriguing flavour, and join the millions around the world that have fallen in love with this timeless classic. Give in to the allure and the mystique surrounding Campari’s secret recipe, and join the cocktail enthusiasts that enjoy this timeless classic that is a the heart of the international world of mixology.
Visit campari.com for information and to place an order.
All imagery credit: Campari
