How a Milanese bar transformed into a global spirits empire
In short: In 1860, Gaspare Campari was just a bar owner in Milan making bitters in his basement. Today, the Campari Group is the world's sixth-largest spirits group, managing a massive portfolio of over 50 brands across 190 countries, from Aperol to Grand Marnier.
The company's ascent began with Gaspare Campari, born in 1828 to a farming family. His success in Milan, particularly with a bitter known as Bitter all'Uso d'Olanda, was bolstered by his strategic location near the newly opened Galleria Vittorio Emanuele. The business saw a pivotal shift in 1926 when Gaspare's son, Davide, narrowed the company's focus to Campari bitters and Cordial Campari, a move that laid the groundwork for global recognition.
Innovation has long been a hallmark of the brand. In 1932, the company launched Camparisoda, the world's first single-serve aperitif. Designed by the Futurist artist Fortunato Depero, its iconic bottle—resembling an upside-down glass—remains unchanged today. This era of innovation continued into the 1990s as the group began aggressive global expansion, acquiring brands like Cynar and Cinzano to build a diverse portfolio.
The modern Campari Group is a complex global entity with 22 manufacturing plants and approximately 4,000 employees. It has navigated significant milestones, including a highly oversubscribed IPO on the Borsa Italiana in 2001. While the group has aggressively acquired major names like Grand Marnier and Wild Turkey, it has also faced recent strategic shifts, including the sale of brands like Cinzano and Averna to streamline its core spirit offerings.
The company's scale is immense, marketing products in over 190 countries. As of 2012, sales reached €1,340.8 million, with spirits accounting for 76.7% of that total. However, the company has also faced legal scrutiny; in late 2025, Italian tax police seized shares worth approximately €1.29 billion from the group's holding company, Lagfin SCA, over allegations of tax evasion.
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- Summary by Intellect · source: Campari Group
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