Company: Davide Campari-Milano SpA
Brand value: US$480 million
Headquarter city: Milan
Category: Alcoholic Drinks
Year formed: 1860
Campari is an alcoholic spirit mainly used as a mixer, and is best known for its dark red colour and its unique bitter taste. It is an essential ingredient in the classic Negroni cocktail, the Garibaldi, the Americano, and the spritz, an extremely popular aperitif in northern Italy. The secret recipe has remained unchanged since its creation in 1860 by Gaspare Campari. Production moved up a gear in 1904 with the opening of a production plant in Sesto San Giovanni, just outside Milan, and the company began to export the brand overseas. This same site remains Campari’s headquarters today, as well as housing exhibition areas for events and parties. The location has also been used in several Campari advertisements. Today the Campari brand is distributed in over 190 countries. Advertising for Campari positions the brand as refined and luxurious, with a dreamlike aesthetic focused on the color red. Campari’s tagline has for many years been “Red Passion”. The 2017 Campari TV campaign was directed by Paolo Sorrentino, whose credits include “La Grande Bellezza” and “Youth”. He previously directed the Campari online short movie campaign “Killer in Red”, featuring actor Clive Owen. Campari produces a well-known photographic calendar each year, which in 2018 includes celebrities such as Clive Owen, Kate Hudson, Eva Green, Uma Thurman and Penelope Cruz. Campari’s parent company is listed on the Milan Stock Exchange.