Campari celebrates Milano with bottle design

Campari has paid homage to its hometown, Milano, by launching a bottle design inspired by a shared history that began in 1860.

The Campari bottle has been changing shape and evolving alongside the city since its creation. The new bottle, inspired by Milano, reflects the minimalist fashion and contemporary design the city is known for. The direction of the lines, with a modern and direct cut, symbolise the journey of the aperitivo ritual from Milano to the rest of the world, leading the eye to the city’s name in the centre of the bottle. The movement and tapering of the lines further reflects the vitality and transformation that Milano and Campari have undergone together, from the past to the future.

On the evenings of 4 and 5 May, Campari celebrated the occasion with a drone show that lit up Milano’s skyline, specifically Sempione Park. It lasted 12 minutes and brought Milanese symbols to life through its illuminations.

Julka Villa, Campari Global Head of Marketing, said the show aimed to pay homage to Milano and light up the city in red.