My own favourite way of drinking Campari is simply to have it with soda, all the more so since an Italian pointed out to me that the shorter you drink it, the better the sugar balances the bitterness. This is apparently because dilution alters our perception of bitterness much less than it does our perception of sweetness. Galleria Campari opened in 2010, the year of the brand’s 150th anniversary. It’s located inside the Liberty building in Sesto San Giovanni, Milan, which was also the first Campari production plant. Campari has always been bitter, but it’s not always sold that way. 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. To make a pitcher negroni: Combine 8 ounces each of gin, campari and sweet vermouth. Stir to combine and pour over ice. 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.

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. For G&T fans, equal parts Campari and gin, topped with tonic water is sometimes known as a Milanese G&T. According to Loris, this G&T works because: “the bittersweet Campari balances the sharpness of the tonic and complements the gin’s own botanicals.” Campari is bright red in color. In fact, its red color originally came from a dye made of crushed insects! The modern recipe now uses artificial red coloring. This liquor is sold by the company Gruppo Campari, which also bought Aperol in the 1990s. But these Italian liqueurs are more different than they are alike: read more at Campari vs Aperol. What does Campari taste like? 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. The Campari Spritz can be enjoyed at any drinking occasion,” explains Loris, “but is best served during aperitivo hour (between 7pm - 9pm in Italy) alongside light bites, just as the Italians do in Milan."Though best associated with the bitter red apéritif, Campari is one of a number of liquor brands that make up Gruppo Campari. The group currently has offices and production facilities in 25 countries worldwide and comprises more than 50 different alcohol brands, including Aperol, Grand Marnier, Skyy Vodka, and Wild Turkey. Art is integral to Campari’s history. 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. It's a well-known aperitif in the UK but when it comes to a spritz however, (a refreshing mix of Prosecco, soda water and a bitter Italian liqueur) it’s arguably the Aperol spritz that enjoys greater popularity than the Campari spritz. Named after Giuseppe Maria Garibaldi, the Italian general who contributed to the country’s unification, the Garibaldi mixes Campari, cane syrup, and freshly squeezed orange juice. The drink is a symbol of the unification of the north and south of the country, with Campari representing Milan and Sicilian oranges representing the south. Campari is much more than a bitter, red apéritif.

In a classic Negroni, you use gin and Campari. For the Mezcal Negroni, simply replace the gin with Mezcal. What is the best Mezcal for a Mezcal Negroni? Find a good-quality Mezcal that is in the mid-priced or higher-priced range. Campari, the iconic Italian aperitif, has established a strong presence in the world of cinema and cultural events 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.

Orange zest (optional): An orange peel is gently squeezed, orange side-down over the drink just before serving. This releases some of the fragrant orange oils from the peel. The lovely citrus aroma highlights the citrus in the Campari. While optional, I urge you to try it once and taste the difference. Campari has a strong bittersweet flavor, with notes of orange peel, cherry, clove, and cinnamon. It’s one of the most bitter liqueurs used in modern drinks. 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.