Campari pays homage to Milano through the launch of the iconic new bottle inspired by its home
- After ten years, Campari is announcing the evolution redesign of its bottle inspired by Milano, birthplace of the Aperitivo ritual, with an innovative and timeless design.
- To mark the occasion, on May 4th and 5th, Campari will light up the Milanese skyline with a never seen before display of illuminated drones flying over Parco Sempione.
- The event marks Campari’s support for the City of Milano in the reopening and renovation project of the Nuovo Cinema Orchidea, with the aim of bringing one of the city’s important cultural landmarks back to life.
MILAN, May 5, 2023 /PRNewswire/ — Campari celebrates the bond that has always existed between the brand and its hometown, Milano, with the launch of the new Campari bottle design inspired by a shared history that began in 1860. To mark this occasion, a never seen before drone show will light up the Milanese sky with the unmistakable Campari Red on the evenings of Thursday, May 4, and Friday, May 5. This special tribute will demonstrate how the stories of the brand and of Milano are closely connected and united by the same innovative and pioneering spirit that, over time, has made them style icons.
In fact, since its creation the Campari bottle has been changing shape and evolving alongside the city, drawing continuous inspiration from it. The new bottle, inspired by Milano, reflects the sleek, minimalist fashion and contemporary design that the city is known for – it is a visual homage to the city, combining effortlessness and understated elegance, just like Milano itself. The direction of the lines, with a modern and direct cut, symbolize the journey of the Aperitivo ritual from Milano to the rest of the world, leading the eye to the city’s name in the center of the bottle. In addition, the dynamic movement and the tapering of the lines reflects the vitality and transformation over time that Milano and Campari have undergone together, from the past to the future, with an innovative and forward-thinking approach.
To launch the new bottle, on May 4th and 5th Campari will host the largest drone show ever seen in Europe, lighting up the city’s skyline, specifically Sempione Park – viewed from across the city. The display will last 12 minutes and bring the iconic Milanese symbols to life through a spectacular show of illuminations. “With this event and the presentation of the new Campari bottle, we wanted to pay homage to Milano, its resourcefulness and its excitement, traits that deeply bind it to the spirit of our brand”- explains Julka Villa, Campari’s Global Head of Marketing -“Not only seeing the sky of Milano lit up 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 filmmaking, something that has always been part of Campari’s soul.”
The harmonious union of two icons, Campari and Milano has continued for more than 160 years, a sign that the brand has found the city to be the perfect ally: a combination of modern and historical, classical and pioneering, entrepreneurial and enjoyable, reflecting the very essence of Campari. Milano can encompass creative souls of the most diverse facets, from the world of design to that of art and cinema. And it is precisely in this last art form that Campari’s love for the city comes to fruition, through its support to the City of Milano and the reopening project of the historic Cinema Orchidea located on Via Terraggio, a few meters from the Basilica of Sant’Ambrogio. After over 60 years of service and definitive closure in 2009, it will once again become an important center as an audiovisual and cultural reference point. Campari, which has always chosen film as a means of communication used to express the essence of the brand and its Red Passion, is committed to the establishment of new projects with a high social impact, in addition to the support of existing ones.
The brand’s bond with the city will also be celebrated through the special cocktail list of the Camparino in Galleria, the famous Milanese venue founded in 1915 by Davide Campari overlooking Piazza Duomo, an icon and symbol of the Milanese aperitif par excellence.
Campari, the iconic, unforgettable Italian red spirit sitting at the heart of some of the world’s most famous cocktails. Campari was founded in Milan in 1860 by Gaspare Campari, and pioneered by his son, Davide, who created something so distinctive and revolutionary that its secret recipe has not been altered since. Vibrant red in colour, Campari’s unique and multi-layered taste is the result of the infusion of herbs, aromatic plants and fruit in alcohol and water. As well as being unique and distinctive, Campari is extremely versatile, offering boundless and unexpected possibilities. As a source of this passionate inspiration since its creation seen through its founders’ creative genius, artists in different fields and the world’s best bartenders, Campari stimulates your instincts to unlock your passions, inspiring limitless creations.
ABOUT CAMPARI GROUP
Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. Global Priorities, the Group’s key focus, include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Campari Group’s growth strategy aims to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses. Headquartered in Milan, Italy, Campari Group owns 22 plants worldwide and has its own distribution network in 22 countries. Campari Group employs approximately 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: http://www.camparigroup.com/en Please 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 was opened opposite to Caffè Campari, the establishment opened by Gaspare Campari – Davide’s father and the creator of the bitter liqueur – in 1867. An instant hit with the people of Milan, the bar became synonymous with the city’s aperitivo tradition and in 2015 marked its 100th anniversary. 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 most influential establishments in the world for lovers of mixology and gastronomic innovation.
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