Campari brings a new look to the mix

Campari has unveiled a new look, drawing attention for its sleek Italian design. While some are focused on the fresh packaging, others are glad the aperitif’s bold taste remains the same. Food stopped by the official launch last Friday night at J. Wray and Nephew’s Dominica Drive headquarters to learn more about the inspiration behind the redesign.

According to Campari Group’s Brand Manager, Jerome Walters, the bottle’s new design derived from Milan, located in northern Italy. “The concept of the lines running along the middle of the bottle is from the Milanese Cannae, a cathedral located in the city. So we’ve brought that design to life. And we’ve made the label a little bit more condensed, so that it has a minimalistic feel to it. There is even a fresh spin on the cap,” he explained.

Walters went on to point out, however, that the newness is only evident in the look, not in the taste, “The product is still the same bold, bitter and disruptive Campari. And the brand hopes that this new look will tap into that sensual side. The aim isn’t to present something new, but unearth something that is already within you. If you put this bottle on your table, it is sure to make a statement.”

Mixologists were on show, creating memorable moments with signature cocktails. As part of the Corporate Mixers Group, Kareen Dixon and Chantal Wilson shared their history with the bitter and expressed their delight at being part of the celebration.

Dixon has been in the business for almost a decade and while she isn’t really a Campari lover, she is a big fan of the colour. “I love the red. And because of that, I enjoy mixing it.”

When asked how she felt about the new bottle, she said that she finds the fresh look to be sexy. While making the pink passion, she confessed that her favourite mix is Campari 76 because it isn’t as bitter as other cocktails, “It’s a great mix for beginners who are being introduced to the aperitif or for those who don’t like Campari, because it has a lot of ingredients, which masks the bitterness a bit. You will start loving Campari after this mix.”

Wilson highlighted that in her seven years of mixing, Campari has always been her brand of choice. “Campari is an acquired taste, I must admit. But I am a Campari lover, have always had a high level of respect for the bitter. So I’ll drink it straight up, on ice or with a chaser.”

Noting that her favourite drink is the pink passion, made with Sangster’s Rum Cream. Campari 876 carries a nice vibe for the party scene.

So for your sipping pleasures, the ladies of The Corporate Mixers Group have shared two recipes. Enjoy and drink responsibly.

Campari Grapefruit

Ingredients

1 ounce or a jigger of Campari

3 ounces of grapefruit soda (like Ting) or grapefruit juice

An orange wedge

Ice

Directions: Fill a rocks glass with ice, pour in the Campari, and top up with the grapefruit soda. Gently stir and garnish with a fresh orange slice.

Campari 876

Ingredients

1 ounce of Campari

1 ounce of orange pineapple juice

1 ounce of cranberry juice

1/2 ounce of lime juice

1/2 ounce of strawberry syrup

Ice

Directions: Fill a glass with ice and combine all the ingredients, stirring to mix. If you have a mixing glass, you can use that, or give the ingredients a few good shakes in a shaker with ice. Pour the drink into a rocks glass over fresh ice to create a frothy, appealing top.

krysta.anderson@gleanerjm.com