LA VITA CAMPARI

L A VITA

EST. 1862

CAMPARI

The essence of Milanese style Milan is vibrant. This spirited city pulsates with life. The Milanese are stylish, social, passionate and expressive. They cherish great food and drink, and the art of aperitivo.

The city applauds individual style and creativity. It champions art and design. Campari is an icon of Milan.

The vibrant red and invigorating taste expresses the soul of the Italian city in which it was created.

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THE STORY OF CAMPARI

Milan and modern Italy, mavericks and the avant-garde Campari’s evocative history runs parallel to the journey of modern Italy, its birthplace Milan, and the arrival of aperitivo and the cocktail hour. The story began in 1860 when Gaspare Campari invented the recipe then started serving bitter cocktails and cordials alongside artisan snacks at his CaffÊ Campari overlooking the Duomo. Young Milanese flocked here and later to the Camparino bar when it opened in 1915 in the fashionable Galleria Vittorio Emanuele II.

Taking the reign in 1910, his spirited son Davide transformed Campari.

Davide understood the unrivalled power of design and creativity in building brand recognition around the world.

He engaged intimately with the arts, got to know leading international designers, illustrators and filmmakers, and played his part in championing the avant-garde.

Davide also knew the importance of brand endorsement, thus including famous Hollywood faces, actors and directors to create some of the most powerful advertising of the time. It was under his perceptive eye that Campari evolved into the modern, global brand it is today.

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MILAN IS RED

Stylish and cultured, home to the art of living and Campari Milan is a city like no other with its intoxicating lifestyle, its love of food and drink, fashion, beauty and free-spirits, of quality of life and the art of aperitivo.

Milan cherishes its architectural history and champions the avant-garde. This is a culture that views great design as pivotal to the good life.

Campari is intimately linked to the city it was born into. At dusk, when the Milanese celebrate the evening with a cocktail, Campari’s vibrant passionate red decorates bar tables all over town. It is an explosion of colour.

The Milanese radiate charm. From the tailored high-fashion on the cobbled streets of Brera, to the hip Porta Genova and Tortona, style here is a question of attitude, of ‘sprezzatura’. It speaks of a way of life, of the pleasure in the sourcing, crafting and enjoying good food and drink.

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BITTER TASTE

Deliciously rewarding Bitters are sometimes intense and at other times subtle, occasionally surprising, often seductive and mostly delicious. From the thirst quenching flavours of American-style IPAs to rich artisanal coffees or botanically-infused cocktails, bitters are becoming the sought after flavour to have.

Bitter spirits involve a blend of herbs and botanicals – roots, barks, fruit peel, seeds, spices, herbs and flowers.

Depending on their composition, they can work perfectly as an appetiser or a digestive. Campari straddles both worlds.

Bitters are pivotal to most cocktails.

They alter the composition and add an edge. They bring harmony and are considered an essential element in mixology. At first bitters can be a challenging taste, but once absorbed and mastered, their complexity offers an invigorating and immensely rewarding experience.

Bitters are embraced for their ability to add complexity and intrigue to drinks.

Historically, bitters were loved for their medicinal values. The bitter trend has spread to cocktails and spirits, reflecting the move away from sweet to a more complex, sophisticated and rewarding taste profile.

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CAMPARI A red icon

Campari is a perfect blend of bitter herbs, aromatic plants and fruit, and alcohol. The vibrant red, seductive herbal notes and delicate bitter taste tempt the senses as a voice inside longs for another sip. The secret recipe, invented in 1860 and known only by three people, remains true to the original. The taste is unique to Campari and the recipe created a century and a half ago. Campari is essential to some of the world’s most classic and iconic cocktails. Indeed, there is no Negroni without Campari.

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LOOK

Unmistakable, vibrant, bright red

NOSE

Orange peel and aromatic herbs

TASTE

Bittersweet, intense orange, aromatic herbal and root notes.

Invigorating and refreshing. A deeply pleasing and stimulating long aftertaste that seduces you to take sip after sip

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SESTO

Campari’s Milanese home The current home of Campari opened in 1904 on the edge of Milan at Sesto San Giovanni. The terracotta brick façade honours the original building, as does the bold graphics spelt out in cast iron to read ‘D. CAMPARI’ – a nod to Davide Campari. The contemporary atrium by the celebrated architect Mario Botta, informed by the modernist master Le Corbusier, is a spectacular vast space of exposed concrete, where historic and contemporary Campari artwork is on exhibit. Upstairs is Galleria Campari.

This fascinating place tells the compelling story of the brand through an interactive display of art and illustration, design and film from Campari’s rich collection past and present.

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CREATED WITH CAMPARI Classic and contemporary serves Since 1860, Campari has become the essential ingredient in some of the world’s most famous and unique apÊritif and cocktail drinks.

MILANO-TORINO

(Mi-To) 1860

AMERICANO 1915

NEGRONI 1919

BOULEVARDIER

1927

NEGRONI SBAGLIATO 1972

CAMPARI GIN & TONIC

2016

1860

MILANO TORINO Simple, light, refreshing

This is the serve that all other iconic Campari drinks are born from. Equal parts bitter and sweet, the Milano-Torino was created in Milan in 1860. The name implies the origins of the ingredients – Milanese Campari and sweet vermouth which traditionally comes from Turin.

It paved the way for the Americano and later the Negroni.

Ingredients 35ml Campari 35ml Cinzano 1757 Rosso Orange twist Method Fill a tumbler with ice, pour in the spirits, stir and garnish with an orange twist or slice of orange.

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THE AMERICANO

Immortalised by 007 James Bond immortalised the Americano for it is the first drink 007 ever orders in Casino Royale while waiting at the Hermitage bar for Vesper and Mathis.

Evidently Ian Fleming’s fictional agent was fond of his Americanos for the cocktail reappears in From Russia with Love and while killing time in Paris in From a View to a Kill. In the book, Fleming writes: “In cafés Bond always had the same thing, an Americano – bitter Campari, Cinzano, a large slice of lemon peel and soda.”

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1915

AMERICANO Fresh and invigorating, the classic apĂŠritif

Born in 1915, the Americano is based on the Milano-Torino and shares a similar composition of equal parts bitter and sweet, here with an added splash of soda water and garnished with lemon peel. Legend has it that the name celebrated Primo Carnera, the first Italian to win a heavyweight boxing title in New York. It is also thought to honour the American soldiers and tourists of the time who enjoyed adding soda to their Milano-Torino cocktails for a lighter, more familiar touch.

Ingredients 25ml Campari 25ml Cinzano 1757 Rosso Soda water Lemon peel Method Fill a tall glass with ice, pour in the spirits, add a splash of soda water, and garnish with a fresh lemon peel.

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A Milanese institution Opened in 1915, Davide Campari introduced an innovative hydraulic system that guaranteed a continuous flow of ice-cold soda water directly from the cellars, so the cocktails here were always served perfectly chilled. Davide made sure his aperitivo experience included artisan small bites, nuts and olives. The concept was thoroughly modern as Camparino became intricately linked with the rising popularity of the aperitivo culture in Milan.

Camparino is a Milanese institution as notable as its luxurious neighbours – the chic boutiques of Galleria Vittorio Emanuele II. Its bold red italic sign, a modern interpretation by the artist Ugo Nespolo, can be seen from afar.

With vistas over Piazza Duomo, a visit to Milan isn’t complete without an apÊritif experience here.

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CAMPARI

APERITIVO

Cocktails, small bites and great friends Aperitivo is deeply rooted in Italian culture. It is an essential part of life, a farewell to the working day and a celebration of the evening. Whether in a sidewalk cafĂŠ, on a piazza or a terrazza, Italians make a small occasion of it. It is an art form, a sacred time to catch up with friends and family mulling over a cocktail or two with a selection of small bites, healthy snacks, local olives, almonds.

The Milanese are particularly fond of their aperitivo. It is the moment in the day when the city comes together to celebrate life. It is a scene dominated by the vibrant red of Campari cocktails, passionate conversations, expressive smiling faces.

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Aperitivo involves just enough alcohol to tempt the appetite for the dinner that awaits. Bitter cocktails involving Campari are ideal palate openers, as are vermouths, so the Americano, Negroni and Sbagliato make excellent aperitivo cocktails. For that special touch of Milanese style try the Campari Gin & Tonic, with that added splash of unique bitter.

A trip to Milan should involve at least a few aperitivo experiences. From the classic architecture and delicate pebbled streets of Brera, through to the gritty, hip, urban Navigli district, the city has an array of styles on offer. Be it traditional with bite-size seasonal food, a bowl of nuts, some olives, a little grissini, cheese or cold meats, or increasingly a more modern take with a healthy selection to seamlessly complement the cocktails.

THE STORY OF

THE NEGRONI

The Negroni enjoys a colourful history.

In the most widely narrated, the drink was invented by Count Camillo Negroni in Florence one evening in 1919. As the Count ordered his customary Americano at CafĂŠ Casoni, desiring something a little stronger, he asked his friend the bartender Fosco Scarselli to keep the Campari and vermouth, but replace the soda with a touch of gin. The Count had recently returned from England. Perhaps he was carrying a little gin from his travels.

To enhance the botanicals, Fosco then decided to replace the lemon with a slice of orange and the cocktail became known as the Negroni.

The handsome Count was much admired within the 1920s Florentine society.

He was fond of drinking and valued his aperitivo, which he took most evenings at the glamorous Grand Hotel Royal de la Paix. Legend has it that he would be seen at the hotel’s elegant Lounge Bar sipping a deep red cocktail, the slice of a vibrant orange intensifying the colour of this unknown drink. Soon, hotel guests began ordering this novel cocktail. Sharing some of the botanicals of the popular Americano, the taste was familiar, yet the Negroni was stronger, more potent, hugely exotic.

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1919

NEGRONI The Icon. Made with Campari since 1919

There is no Negroni without Campari.

We favour the classic method, made simply in the glass so as not to disturb the delicate botanicals in the Campari.

Ingredients 25ml Campari 25ml Gin 25ml Cinzano 1757 Rosso Orange peel Method Fill a rocks glass with ice, pour in the spirits and stir gently, then garnish with a fresh orange peel.

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1927

BOULEVARDIER Smooth and indulgent. Italian with an American twist

The Boulevardier cocktail appears for the first time in Harry’s 1927 book Barflies and Cocktails. Whilst experimenting with the classic European spirits Campari and sweet red vermouth, in a moment of nostalgia Harry added bourbon, a drink synonymous with America, to the mix.

The Boulevardier was created in Paris amidst American Prohibition.

As the country went deeply dry, many bartenders fled in search of work. One of the first to set sail was the legendary New York bartender Harry McElhone who made Paris his home, in 1923 opening Harry’s New York Bar.

The cocktail was a signature tipple for his dear friend Erskine Gwynne, the American socialite and writer, and founder of The Boulevardier, the magazine fashioned after The New Yorker. Harry named the cocktail in his honour.

It soon became a hotspot for the city’s artistic and literary circles as well as Hollywood celebrities. Coco Chanel and Ernest Hemingway were regulars, Rita Hayworth and Humphrey Bogart would drop in, and Edward Duke of Windsor and Wallis Simpson were spotted on occasion.

The Boulevardier is the Negroni’s autumnal cousin for it swaps the summery gin for deep, soulful bourbon.

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Ingredients 25ml Campari 25ml Cinzano 1757 Rosso 25ml Wild Turkey 101 Orange peel Method Stir the spirits over ice, then strain into a deep coupette or rocks glass and garnish with fresh orange peel.

1972

NEGRONI

SBAGLIATO AKA The Wrong Negroni

The Negroni Sbagliato was born in Milan in 1971 on a busy night at Bar Basso.

The owner Mirko Stocchetto was about to mix a classic Negroni for a regular client, but following the Campari and vermouth he accidentally reached out for a bottle of sparkling wine instead of the usual gin. The customer tried the new recipe, as did Mirko, and it was love at first sight. And so the Negroni Sbagliato, as in ‘the wrong’ Negroni, was born.

The Negroni Sbagliato is lighter than the classic Negroni and is best enjoyed as a prelude to dinner, at aperitivo on a warm summer’s evening.

Bar Basso remains the classic venue to enjoy a Negroni Sbagliato in one of Mirko’s trademark oversized glasses, made bespoke in Venice and cooled by the bar’s homemade six-by-eightcentimetre ice cubes. Go there at aperitivo hour, when the drink is served classically with crisps, olives, mini square pizzas and pastries, and watch Milan relax into the evening.

Method Fill a rocks glass with ice, pour in the spirits and top up with the Prosecco then lightly stir so as not to lose the sparkle, and garnish with a fresh orange peel.

Negroni Sbagliato 25ml Campari 25ml Cinzano 1757 Rosso 25ml Prosecco D.O.C. Orange peel

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BAR BASSO

Where the Milanese go for a unique aperitivo This unassuming bar is a Milanese institution, immortalised by the Negroni Sbagliato. Its founder Mirko Stocchetto had mastered the art of cocktail hour at the splendid Hotel della Poste in Cortina, a place frequented by Hollywood royalty.

The Pink Panther was filmed here, and Richard Burton and Elizabeth Taylor, Frank Sinatra and Ava Gardener were regulars.

Cocktails were a novelty in Italy when Mirko decided to introduce them to Milan. Bar Basso opened in 1967 and was a huge hit attracting celebrities, filmmakers, artists and musicians.

It was the scene of the cult 1969 ‘Io, Emmanuelle’. Today, thanks to his son Maurizio, Bar Basso champions international design partaking in the prestigious Salone del Mobile annual design fair.

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2016

CAMPARI GIN & TONIC AKA The Milanese G&T

The classic G&T has been given a bitter and red twist to be utterly Milanese in style. A thirst quencher that is just a little bit more intriguing.

Ingredients 25ml Campari 25ml BULLDOG Gin Premium tonic water Lime wedge Method Fill a tall glass with ice, pour in the spirits, add the tonic water, add a squeeze of fresh lime then stir and garnish with a fresh lime wedge.

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CAMPARI & TONIC Simple in composition, complex in taste

All it takes is a splash of tonic to create an irresistibly refreshing drink.

Ingredients 50ml Campari Premium tonic water Lime wedge Method Fill a tall glass with ice, pour in the Campari, add the tonic water, add a squeeze of fresh lime then stir and garnish with a fresh lime wedge.

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1932

CAMPARI SODA Iconic design that still endures

How to enjoy Campari Soda is best enjoyed straight from the chilled iconic bottle with a straw, outdoors, at parties, picnics or festivals.

The year was 1932. Noting that Campari served with a dash of soda had become a popular drink, Davide Campari decided to create a pre-mixed Campari Soda bottle to offer the exact balance of bitters and sparkle for Campari aficionados around the world. With an inventor’s spirit, he conceived the process by which the ingredients were to be measured, blended and packaged in a single serve flacon. It was a pioneering concept which paid off as the Campari Soda bottle became an icon for the brand and a powerful ambassador around the world. Soon after this vending machines were installed in public spaces, so when a coin was inserted an ice-cold Campari Soda would emerge.

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A DESIGN MASTERPIECE Campari Soda in a bottle

The Campari Soda bottle is a masterpiece of product design. The distinctive conical overturned chalice shape was informed

by Fortunato Depero and the Italian futurist’s Campari artwork. The clear glass shows off the distinctive red of the Campari spirit, while the ground glass surface ensures a solid grip.

To further enhance the colour red, Davide Campari removed the label from the bottle, a novel act at the time, instead embossing the brand name and the company logo directly onto the glass.

The design remains unchanged since its invention in 1932.

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THE ART OF CAMPARI

Engaging the art world and championing the avant-garde Campari knows the power of design and advertising, of collaborating with progressive artists and visionary filmmakers. The walls of Galleria Campari at the Milan headquarters are testimony to this. The Campari philosophy is to explore and be open to creative expressions.

The early hand-drawn advertising soon evolved to be completely ahead of its time, and this culture of creativity remains central to Campari. It has meant engaging artists, filmmakers and celebrities, working with the likes of Penelope Cruz, Jessica Alba, Kate Hudson through the iconic Campari Calendar. It has meant collaborating with leading film director Federico Fellini and also with Paolo Sorrentino with the recent Campari film The Killer in Red starring Clive Owen.

As far back as 1920, Davide Campari was focused on what was happening in the art world. He was fearless, working with photomontage as early as 1930, and with avant-garde movements – cubism, minimalism, futurism and abstraction.

Davide personally engaged with an incredible list of artists, the likes of Marcello Nizzoli, Leonetto Cappiello, Ugo Mochi, Bruno Munari, Milton Glaser and Fortunato Depero.

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Above In the early part of the 20th century, Campari commissioned several leading artists and illustrators to create poster art and advertising for the brand including Adolfo Hohenstein in 1901 (left) and Leonetto Cappiello in 1909 (right).

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Opposite In 1920, the artist Marcello Dudovich authored this famous poster representing the passionate kiss of two lovers in a private room – the red symbolic of the colour of Campari.

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Above and opposite In the 1920s, many artists gave their contribution to Campari including Leonetto Cappiello, considered one of the fathers of modern advertising (above), and Enrico Sacchetti (opposite) both created in 1921.

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One of the leading figures of the Italian Futurist movement, Fortunato Depero contributed greatly to the history of Campari with his original art work, including the example on the previous spread from 1926.

Depero also created a whole series of black and white campaigns for Campari in 1928 prior to the design of the Campari Soda bottle in 1930.

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Opposite The Italian artist, architect, industrial and graphic designer Marcello Nizzoli, 1926.

Above Fortunato Depero created this art poster in 1931 in the style of Italian Futurism, later compiling his work in the book Numero unico futurista Campari 1931.

Next page Carlo Fisanotti, best known as Fisa, launched the post-war Campari advertising campaign.

These two examples are from 1948 and 1957.

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Commissioned in 1964 to design an advert for the new Milan underground, celebrated artist Bruno Munari created a manifesto capturing the changing typology of the Campari logo. Declinazione grafica del nome Campari has become one of the most iconic advertising poster arts of all time. Munari declared himself to have “luckily been assigned the task when the Campari logo was already so well-established and so self-representative that there was no need to include a bottle in the advertisement or indeed explain anything.�

THE ULTIMATE APERITIF AND COCKTAIL BAR

Everything you need to make the best Campari apéritifs and cocktails

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THE ESSENTIALS

The ingredients needed to make Campari aperitifs and cocktails

Campari Campari is created from the infusion of bitter herbs, aromatic plants and fruit in alcohol and water. Conceived in 1860, the unique and original recipe remains the same today. With its vibrant red colour, intense aroma and inspiring flavour, Campari remains the only bitter for some of the world’s most famous and classic cocktails.

Cinzano 1757 Rosso Cinzano Vermouth 1757 is a boutique production in numbered bottles, gently infused with the finest blend of aromatics. It is full-bodied and intensely rich with a velvet bitter finish. This unique premium vermouth celebrates Cinzano’s founding fathers, Giovanni Giacomo and Carlo Stefano, who in 1757 started their business in Turin.

BULLDOG Gin The iconic and award-winning BULLDOG Gin is quadruple distilled at the world’s oldest continuous gin distillery. It uses 100% British wheat to create a smooth gin with multiple layers of flavour. Twelve hand-picked botanicals are included – French lavender, Turkish white poppy and lotus leaf from China, adding a layer of distinction to its refreshing citrus notes.

Campari Soda Campari Soda is a light, singleserve apéritif. The invention of Davide Campari and designed by the celebrated artist Fortunato Depero in 1932, it is noted as one of the first premixed drinks to be sold around the world. Campari Soda and its unmistakable conical shape has become a global icon for the Italian aperitivo.

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Wild Turkey Wild Turkey is an authentic American bourbon born in the heart of Kentucky. The style is characterised by its distinctive bold and spicy flavour thanks to its high rye content and use of the finest new American oak barrels with the heaviest char available to impart a rich, smooth flavour and deep amber colour to the whiskey.

Wild Turkey is aged longer for more character.

Cinzano Prosecco D.O.C. Cinzano Prosecco is an aromatic sparkling wine, produced from the finest vineyards of the Colline Trevigiane in northern Italy.

It is a young sparkling wine, with a vivacious froth and subtle but persistent perlage.

A delightful Prosecco, the fragrant aroma leads to a refreshing palate, elegantly fruited and smooth on the finish.

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CAMPARI SERVES

MILANO TORINO

NEGRONI

AMERICANO

BOULEVARDIER

35ml Campari 35ml Cinzano 1757 Rosso Orange slice

25ml Campari 25ml BULLDOG Gin 25ml Cinzano 1757 Rosso Orange peel

25ml Campari 25ml Cinzano 1757 Rosso Soda water Lemon peel

25ml Campari 25ml Cinzano 1757 Rosso 25ml Wild Turkey 101 Orange peel

Fill a rocks glass with ice, pour in the spirits and stir gently, then garnish with a fresh orange peel.

Fill a tall glass with ice, pour in the spirits, add a splash of soda water, and garnish with a fresh lemon peel.

Stir the spirits over ice, then strain into a deep coupette or rocks glass and garnish with fresh orange peel.

Fill a tumbler with ice, pour in the spirits, stir and garnish with a fresh twist or slice of orange.

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NEGRONI SBAGLIATO

CAMPARI GIN & TONIC

CAMPARI & TONIC

CAMPARI SODA

25ml Campari 25ml Cinzano 1757 Rosso 25ml Prosecco D.O.C. Orange peel

25ml Campari 25ml BULLDOG Gin Premium tonic water Lime wedge

50ml Campari Premium tonic water Lime wedge

Fill a rocks glass with ice, pour in the spirits and top up with the Prosecco then lightly stir so as not to lose the sparkle, and garnish with a fresh orange peel.

Fill a tall glass with ice, pour in the spirits, add the tonic water, stir and garnish with a fresh lime wedge.

Campari Soda is best enjoyed straight from the chilled iconic bottle with a straw, outdoors, at parties, picnics or festivals.

Fill a tall glass with ice, pour in the Campari, add the tonic water, add a squeeze of fresh lime then stir and garnish with a fresh lime wedge.

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Picture credits: All photographs have been taken by Spinach for Campari UK unless credited otherwise.

2/3 Misc images of Milan. 6 Galleria Vittorio Emanuele II, Milan. 9 Terrazza 12, Brian&Berry Building, Milan. 10 Orange Peel, Getty Images. 12 Campari Bottles, Campari Global. 14/15 Campari Bottle Detail 16/17 Orange & Spice, Getty Images. 18 Negroni Cocktail. 20 Fondazione Prada, Milan. 21 Galleria Vittorio Emanuele II, Milan. 22/23 Sesto San Giovanni, Campari HQ, Milan. 25 Artwork by Fortunato Depero, from 1933, Campari Global. 26/27 Sesto San Giovanni, Campari HQ, Milan.

32 Sean Connery as James Bond in Goldfinger, 1964, Getty Images. 36 Terrazza 12, Brian&Berry Building, Milan. 37 Galleria Vittorio Emanuele II, Milan. 38 Camparino in 1923, Campari Global. 39 Camparino, by Marco Curatolo. 40/41/42/52/53 Terrazza 12, Brian&Berry Building, Milan. 46/47 Navigli District, Milan.

58/59/60 Bar Basso, Milan. 61 Piazza Affari, Milan – L.O.V.E (Libertà, Odio, Vendetta, Eternità (Freedom, Hate, Vengeance, Eternity). 64/65 Via Tortona, Milan. 68/69 Via Andrea Solari, Milan.

71. Campari Soda, Rob Lawson. 74 Artwork by Leonetto Cappello for Campari, 1921, Campari Global.

91. Valet Bar Cart by David Rockwell, Stellar Works.

Created by spinachdesign.com Words by Nargess Banks La Vita Campari © 2017 Campari UK. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior permission of the copyright owner.