A beverage that has a lineage of over 150 years and where the formula is still a deeply guarded secret, the brand Campari has managed to seduce many a generation with its taste, image, and branding.
Gaspare Campari, the youngest and the tenth child of a large family, created the Campari during those times when many homes brewed their own recipes of alcohol for digestives, aperitifs, and for just plain medicinal purposes. He did the concoction of the different herbs and ingredients which even today into the making of Campari. While some put the number of such ingredients and herbs anywhere between 20 to 60, others believe it could be as many as 80!
The bright red, mid-proof aperitif Campari was born in 1860. The business started in downtown Milan at Caffe Campari, where the Galleria Vittorio Emanuele II is situated today. But it was only in 1926 that export of Campari began first to France and subsequently to other destinations.
Campari Soda was launched in 1932 and it was the world's first single-serve aperitif. Designed by a futurist artist, Fortunato Depero, the bottle is an Italian symbol of everyday design objects. The company, Gruppo Campari came into being in the early 1990s, and brand building has been a big factor in popularising Campari around the world. It is now found in 160 countries and different countries have discovered different ways of enjoying it.
Campari has been extremely international in its approach, making it a drink to be identified with passionate Italian and also acceptable around the world. Walking through the space of Galleria one can enjoy the different approach to showcasing that the company has adopted over the years.
The Production
This story is from the October - November 2022 edition of Food & Beverage Business Review.
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This story is from the October - November 2022 edition of Food & Beverage Business Review.
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