Gaspare Campari
Amidst the diverse world of alcoholic beverages, few brands manage to perfectly blend history, art, and a distinctive flavor. One such brand is Campari, a vibrant red bitter with a bittersweet taste, born from the passion of a man named Gaspare Campari, who transformed the hardships of his childhood into a global success story.
A Humble Beginning to a Grand Vision: The Life of Gaspare Campari and the Creation of Aperitif Bitter
Back in 1828, Gaspare Campari was born as the tenth child into a relatively poor farming family in Cassolnovo, Lombardy, Italy. Due to his family's financial struggles, he had to start working at a young age, missing out on a typical childhood.
But as if fate had destined his path, Gaspare began his journey in bars and restaurants in Milan. Starting as a dishwashing boy, then a waiter, he meticulously gathered knowledge and experience until he became a bartender's assistant. He then moved to Novara, about 50 km west of Milan, to open his own cafe.
In the 1840s, Gaspare started selling his own Aperitif Bitter under the name Bitter all'Uso d'Holanda. This liquor was inspired by a heart-stimulating medicine from Holland. (Aperitif is an alcoholic beverage that Italians often drink before dinner with snacks, while Bitter refers to a group of liquors in this category, characterized by a sharp bitter taste with a sweet finish, derived from soaking or macerating alcohol with herbs and citrus fruits).
The Birth of "Campari": The Red Secret That Endures as an Icon
Gaspare continuously accumulated experience until a breakthrough in 1860, when he perfected this Bitter. He blended over 60 different spices, herbs, roots, and fruit peels, naming this new liquor after his family's surname: Campari.
One intriguing ingredient in the early days was the Cochineal insect, which Gaspare crushed and mixed in, giving Campari its distinctive ruby-red color we see today. Currently, this ingredient has been replaced with other red coloring agents (such as natural food colorings), and it's the only ingredient that has ever been changed. The other ingredients in Campari have remained the same and have been a closely guarded secret for over a century.
Two years later, Gaspare moved back to Milan and purchased a cafe called Amicizia, located opposite the Milan Cathedral (Duomo), a prime location in the city center. However, soon after, the city council needed the cafe's land for urban development (which is now the well-known Piazza del Duomo). Gaspare willingly sold it to the city of Milan, on the condition that he would secure the best location in a shopping mall being built simultaneously. By 1867, Gaspare relocated his shop to the Galleria Vittorio Emanuele II, Italy's oldest and most beautiful shopping arcade, renaming it Caffè Campari. This cafe became a popular meeting point for artists, writers, and many celebrities, quickly making his drink well-known among the upper class. In the same year, Gaspare's wife gave birth to their heir, Davide Campari, who would carry on the Campari legacy.
Davide Campari: A Pioneer of Global Markets and Shrewd Marketing
Sadly, the founder of this great Bitter brand did not live to see Campari cross oceans and shine on other continents. Gaspare Campari passed away in 1882. His son, Davide Campari, a visionary with excellent marketing acumen, took over the business. Davide's brilliant vision allowed other bars to sell Campari, but only if they displayed Campari advertisements to increase brand awareness. He also strategically downplayed other beverages invented by his father, focusing solely on the Campari Bittera sharp decision.
As Campari Bitter rapidly grew, surpassing the sales of Caffè Campari, Davide opened the first Campari factory in Milan to commercially produce and distribute Campari throughout Italy, as well as for export. It is said that one reason Davide expanded exports to America was his fondness for an opera singer whom he followed across Europe and eventually to New York. Davide seized this opportunity to plan Campari's export to North America, cleverly intertwining his personal life with business.
By 1900, Campari's business was thriving. Davide was able to purchase a century-old mansion called Casa Alta in Sesto San Giovanni, just 40 minutes from Milan. In 1904, Davide moved the factory to the same plot of land as his home. Today, the Campari Headquarter still stands at this location, centralizing the business operations.
In 1915, Davide reopened a bar in the same location filled with Gaspare's memoriesthe cafe where his father laid the foundation of Campari in the heart of Milan's Galleria Vittorio Emanuele IIand named it Camparino. This bar remains open today, more than a century later, serving as a monument to the Campari family's success.
Campari in the World of Cocktails: The Legends of Americano and Negroni
Campari is not only famous for its unique taste but also for being the heart of several classic cocktails.
The Americano cocktail (not the coffee) originated from a popular drink known as Milano-Torino, a mix of Campari from Milan and Sweet Vermouth from Turin. The Americano adds soda to these two ingredients. It is said that the name "Americano" arose from the massive influx of American tourists who were escaping the tedious Prohibition era in the US (1920-1933), seeking easily enjoyable and refreshing drinks.
As for the Negroni, widely considered one of the most famous cocktails in the world, it contains Campari, Sweet Vermouth, and Gin in equal proportions (1:1:1). However, the history of its inventor remains ambiguous, with numerous conflicting accounts and supporting evidence. The most popular story involves Count Camillo Negroni in 1919 in Florence, Italy. The Count was a regular at Casoni Bar. One day, he felt like a stronger Americano than usual and asked the bartender for a modification. The bartender then substituted soda with gin.
The Count loved the taste of this cocktail so much that it became his signature drink. Soon, other customers wanted to try it, ordering, "Give me a cocktail like Count Negroni drinks." Shortly after, the drink was named after the Count's surname. While the story of the Negroni seems to originate here, many argue that Count Camillo Negroni may not have existed, leaving the Negroni legend a fascinating mystery.
Campari and Art: The Legendary "Red Passion" Campaign
Returning to Camparino bar in Milan, it has served countless Campari & Soda, Americano, and Negroni cocktails, becoming a gathering place for people with similar lifestyles, such as artists. Davide himself was passionate about art. He played a crucial role in elevating Campari's brand image by frequently hiring renowned artists to design captivating posters and advertisements to promote Campari under the marketing theme Red Passion, which became the brand's enduring slogan and visual identity.
Throughout the years, Campari has been associated with countless artworks, including the first piece designed by Leonetto Cappiello, a painting of Spiritello surrounded by spiraled orange peels, holding a Campari bottle. Other notable works include "Aperitivo Campari" designed by Carlo Fisanotti in 1948, "The Aperitivo Olympics" by Nino Nanni in 1960, and "Declinazione grafica del nome Campari" by Bruno Munari in 1964. This latter poster was even displayed on Milan's first subway line, known as the Red Line, reflecting pervasive marketing that reached people in their daily lives.
Beyond posters, Campari also made its mark in the world of cinema and advertising. In 1984, when television gained prominence, renowned director Franco Scepi created the first short commercial film for Campari titled Campari It's Fantasy, starring Kelly Le Brock, who earned the nickname Woman in Red. This short film made Campari Bitter famous throughout Italy overnight, generating immense recognition and sales.
Campari's image is intricately linked to the memorable world of art globally. Campari has become a beverage brand that has grown exponentially both domestically and internationally. The captivating red color of Campari Bitter continues to attract a vast number of new consumers and mixologists. The history of Campari stands as a testament to the power of creativity, innovation, and a commitment to quality. From its humble beginnings in a small bar in Milan to becoming a true global icon, it continues to inspire the beverage and art industries today.
