This year marks the 150th Anniversary of Campari, the alcoholic aperitif obtained from the infusion of bitter herbs, aromatic plants, and fruit in alcohol and water. Often classified as a type of bitter, Campari is well-known for its signature deep red hue.
As part of their year-long celebration, the Campari Group is launching several initiatives aimed at showcasing this iconic brand through the years. At the moment, Campari has only announced two of said initiatives: the launch of Galleria Campari and the revealing of Limited-Edition Art Labels. As the year progresses, Campari will be releasing more information.
The Launch of Galleria Campari: The company has opened up a dynamic, multimedia and interactive museum at its headquarters near Milan, Italy that traces the history of the brand through the expressions of modern and contemporary art from 1860 to the present day. World-famous artwork and iconic advertising on display that have highlighted the Campari brand through the years include reproductions from international artists like Leonetto Cappiello, Bruno Munari and Ugo Nespolo, as well as modern interpretations of these classic pieces.
“We are proud to be able to open a space that will allow everyone to fully experience the essence of our brand,” explains Bob Kunze-Concewitz, CEO, Gruppo Campari. “We are offering our consumers, for the first time, a unique experience linked to the worlds of art, communication and photography that over the years have secured the uniqueness and appreciation of our brand worldwide. The 150-year anniversary is for us an inspiration to keep on growing and experiencing different creative and artistic forms, always following the red passion, the fundamental element of our daily commitment.”
Campari Unveils Limited-Edition Art Labels: Italy’s most famous red spirit has enlisted three contemporary international artists: avaf, Tobias Rehberger and Vanessa Beecroft, for the Campari Art Label Project, a collaborative initiative which highlights the long-standing relationship between the brand and the art world. A great gift for fans of the visual arts and Campari aficionados, these limited-edition works of art will be on shelves in selected U.S. cities for a limited time starting in July.
“This project represents the occasion to give a memento of our 150-year anniversary to our consumers,” says Cesare Vandini, Group Marketing Director, Gruppo Campari. “This milestone anniversary is a starting point not a finishing post. Tradition has allowed us to look at Campari as a continuously evolving brand and our goal is to continue to establish ourselves as a pioneering brand, dictating and interpreting new trends and cultures.”
There will be much more to report as the year unfolds, including new cocktails and events. Stay tuned. Mutineer will continue to reveal the Campari 150th Anniversary initiatives as more information becomes available.