Campari has launched a new bottle design that celebrates the bond between the brand and its hometown of Milan, Italy.

The new bottle reflects the sleek, minimalist fashion and contemporary design that Milan is known for and aims to be an understatedly elegant homage to the city.

The direction of the lines, with a modern and direct cut, symbolise the journey of the aperitivo ritual from Milan to the rest of the world, leading the eye to the city’s name in the centre of the bottle.

Campari was created by Gaspare Campari, who spent many years experimenting with bitter aperitifs until he settled on the recipe for his signature creation in 1860.

While the bottle has been reimagined, the liquid inside remains unchanged and is a delicious addition to classic drinks including the Campari Spritz, Americano and Negroni.

Aperitivo hour at Biennale of Sydney

Campari will join world-renowned artists at the upcoming art exhibition the 24th Biennale of Sydney which runs from 9 March to 10 June 2024. 

Celebrating art and honouring the aperitivo ritual, art enthusiasts can admire the new bottle design in the main exhibition space at White Bay Power Station, while sipping on delicious cocktail creations. This will be the first time White Bay Power Station has been opened to the public in over 100 years.

This year will also mark the brand’s third year as the official Aperitif Partner of the Biennale, the largest contemporary art event of its kind in Australia.

Campari Australia Marketing Director Paolo Marinoni said: “Since its creation, the Campari bottle has evolved alongside Milano, continuously drawing inspiration from its resourcefulness and its excitement, traits we feel are deeply bound to the spirit of our brand. We wanted to continue to pay homage to Milano through the design of the new Campari bottle and we could not be happier with the story it tells.

“We’re thrilled to showcase the new Campari design at the Biennale of Sydney alongside global artists and offer art enthusiasts a delicious refreshment.”

Learn more about Biennale of Sydney here.

Campari is available at select retailers including Dan Murphy’s, BWS, First Choice, Liquorland, Vintage Cellars and selected independents for $50. 

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Campari is available at [select retailers including Dan Murphy’s, BWS, First Choice, Liquorland, Vintage Cellars & selected independent retailers] for $50. For more information, visit campariau.com/.