MILAN, May 5, 2023 /PRNewswire/ — Campari celebrates the link that has always existed between the brand and its hometown of Milan with the launch of the new Campari bottle design inspired by a shared history that began in 1860. For To commemorate this occasion, a never-before-seen drone show will light up the Milanese sky with the unmistakable Campari Red on the nights of Thursday 4 and Friday 5 May. This special tribute will demonstrate how the stories of the brand and of Milan are closely connected and united by the same innovative and pioneering spirit that, over time, has made them icons of style.

In fact, since its creation, the Campari bottle has been changing its shape and evolving along with the city, continually drawing inspiration from it. The new bottle, inspired by Milan, reflects the sleek, minimalist fashion and contemporary design for which the city is known: it is a visual homage to the city, combining simplicity and understated elegance, just like Milan itself. The direction of the lines, modern and direct, symbolizes the journey of the Aperitif ritual from Milan to the rest of the world, leading the gaze to the name of the city in the center of the bottle. In addition, the dynamic movement and narrowing of the lines reflect the vitality and transformation over time that Milan and Campari have experienced together, from the past to the future, with an innovative and forward-looking approach.

To present the new bottle, Campari will organize the biggest drone show ever seen in Europe on May 4 and 5, which will illuminate the city’s skyline, specifically Sempione Park, seen from across the city. The exhibition will last 12 minutes and will bring the iconic Milanese symbols to life through a spectacular illumination show. “With this event and the presentation of the new Campari bottle, we wanted to pay tribute to Milan, its ingenuity and enthusiasm, traits that deeply unite it with the spirit of our brand” – explained Julka Villa, Campari’s Global Marketing Director. – “Not only seeing the sky of Milan illuminated in red through an incredible spectacle, but also with a concrete contribution by investing in a cultural project that will further enrich this city to support the art of cinema, something that has always been part of the soul of Campari”.

The harmonious union of two icons, Campari and Milan, has been maintained for more than 160 years, a sign that the brand has found the perfect ally in the city: a combination of modern and historical, classic and pioneering, enterprising and pleasant, which reflects the very essence of Campari. Milan can encompass creative souls from the most diverse facets, from the world of design to art and cinema. And it is precisely in this last form of art that Campari’s love for the city bears fruit, through its support for the Milan City Council and the project to reopen the historic Cinema Orchidea located on Via Terraggio, a few meters from the Basilica of Sant ‘Ambrogio. After more than 60 years of service and its final closure in 2009, it will once again become an important center as an audiovisual and cultural point of reference. Campari, which has always chosen cinema as the means of communication used to express the essence of the brand and its Red Passion, is committed to establishing new projects with a high social impact, in addition to supporting existing ones.

The brand’s link with the city will also be celebrated through the special cocktail menu at Camparino in Galleria, the famous Milanese venue founded in 1915 by Davide Campari overlooking Piazza Duomo, icon and symbol of the Milanese aperitif par excellence.

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Campari, the iconic and unforgettable Italian red spirit that is at the heart of some of the world’s most famous cocktails. Campari was founded in Milan in 1860 by Gaspare Campari, and his son Davide pioneered something so distinctive and revolutionary that its secret recipe hasn’t been altered since. Vibrant red in color, Campari’s unique and multi-layered flavor is the result of infusing herbs, aromatic plants, and fruits in alcohol and water. As well as being unique and distinctive, Campari is extremely versatile, offering limitless and unexpected possibilities. As the source of this passionate inspiration since its creation seen through the creative genius of its founders, artists in different fields and the best bartenders in the world, Campari stimulates your instincts to unleash your passions, inspiring limitless creations.


Campari Group is one of the leading players in the global spirits industry, with a portfolio of more than 50 premium and super premium brands spread across global, regional and local priorities. Global Priorities, the key focus of the Group, include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier. The Group was founded in 1860 and today ranks sixth in the world in the premium spirits sector. It distributes its products in more than 190 countries around the world and occupies a leading position in Europe and America. The Campari Group’s growth strategy aims to combine organic growth through building strong brands and external growth through selective brand and business acquisitions. Headquartered in Milan (Italy), the Campari Group has 22 factories around the world and has its own distribution network in 22 countries. The Campari Group employs around 4,000 people. The shares of the parent company Davide Campari-Milano N.V. (Reuters CPRI.MI – Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001. For more information: Enjoy our brands responsibly.


Camparino in Galleria is the legendary bar opened by Davide Campari in Milan’s Galleria Vittorio Emanuele II in 1915. The bar opened in front of Caffè Campari, the establishment opened by Gaspare Campari – Davide’s father and creator of the bitter liqueur – in 1867. An immediate hit with Milanese, the bar became synonymous with the city’s aperitif tradition and in 2015 celebrated its centenary. Following a renovation project, the bar reopens to the public in autumn 2019 with a refreshed identity and food and drink offering designed to consolidate its status as one of the world’s most influential establishments for lovers of mixology and gastronomic innovation. .

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