Bitter Campari

The Bitter Campari is not only the symbol of the most classic aperitif of our tradition, but it now represents a true icon of the Italian lifestyle. Known and appreciated all over the world, it captivates at first glance with its characteristic brilliant ruby red color and its austere and elegant taste, which has remained unchanged over time, never yielding to the temptation to follow fleeting trends. Its extraordinary success lies precisely in this immutable classicism, in its strong identity and recognizability. Even today, it is the reference bitter for all bartenders, an essential ingredient for great traditional cocktails and for the innovations of modern mixology.

The Campari Bitter is an excellence of our country, which has a long history behind it. Gaspare Campari began his activity in 1860 with a bar in Novara. He later opened the Caffè Campari in Piazza Duomo and in his Milanese laboratory perfected the recipe for the Bitter. Even today the label is produced following the secret recipe, which constitutes the invaluable heritage of the company.  The Bitter is made with a hot infusion in water of aromatic herbs, spices, plants, roots, and fruits. Alcohol, water, a bit of sugar to soften the bitter notes of the herbs, and finally a natural coloring agent, which gives the bitter its unmistakable brilliant red color, are then added to the infusion. A fortunate intuition, which has become tradition and today represents the main asset of the company.

The Bitter Campari, for over a century embodies the lifestyle of Milan and the ritual of the aperitif. It has now become a distinctive feature of the Lombard city, of its desire to live intensely every moment of the day. Visually, it presents a beautiful luminous and brilliant ruby red color. The olfactory profile is elegant and complex with notes of bitter orange peel, medicinal herbs, soft spices, barks, and balsamic plants. On the palate, it is austere and dry, with deep aromas and a long and rigorous sip, which anticipates a balsamic, citrusy, and slightly bitter finish.