Transbeverage, Italy's Representative Liqueur 'Campari' Design Renewal

Transbeverage, a premium liquor import and distribution company, announced on the 14th that Italy's representative liqueur, 'Campari,' has been re-released with a new bottle design reflecting the elegance and restraint of Milan.

According to the company, the newly introduced Campari design after 10 years features sharp, bold, and confident lines that reflect Milan's sophistication while boasting a modern and intuitive style. Since its inception in 1860, Campari has evolved alongside the development of the city of Milan, and this renewal was also influenced by aesthetic cues found in various elements of Italian urban culture. Campari was initially served in draft and decanter bottles, added a brand label in 1888, and introduced the current brand logo in 1912, striving to express the brand's 'reliability and roots' through the vitality of Milan.

Meanwhile, as part of its ESG (Environmental, Social, and Governance) activities, the Campari Group has introduced new standards for packaging design and development to achieve net-zero emissions by 2050 as a sustainable growth goal. Accordingly, continuous eco-friendly efforts have been made based on three criteria: weight optimization, maximizing recycled content, and full recyclability of materials.

Campari, matured by blending over 60 kinds of herbs, spices, medicinal roots, fruit peels, and tree bark passed down through a family secret recipe, is characterized by its distinctive red color and sweet-bitter taste and aroma. It is also an ingredient in the 'Negroni.' The Negroni, made with Campari, dry gin, and sweet vermouth, was ranked first last year in the 'Best-Selling Classic Cocktail' category by the liquor industry media Drink International and is loved as a cocktail representing Italy's 'Aperitivo' culture.

A Transbeverage official said, “Campari is currently recognized worldwide as the best-selling and iconic classic cocktail culture,” adding, “We hope that Campari, released with the new design, will also receive much love from consumers in Korea.”