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aperitivo
Defini,on
vs
actual meaning
d ef i n i t i o n
“An alcoholic beverage usually consumed before dinner in order
to stimulate the appetite”
From the Latin “Aperire” (lit. to open) it is generally a mixed
drink, lower in ABV with a bitter herbal forward character,
consumed alongside some small food bites.
Tr u e m e a n i n g
Way more complex that a simple definiBon.
Culturally speaking APERITIVO idenBfies a
parBcularly defined social moment of the day.
The end of the working day and the start of the
unwinding evening.
A RITUAL for many, an almost “religious act” for
most.
It is an intrinsic part of Italian Culture.
Generally speaking, Spirits & Liqueur categories are defined
by the core (or set of) ingredient they are made from or
developed with:
GRAPES à WINE
AGAVE à TEQUILA
JUNIPER à GIN
What about Aperitivo?
Thousands of secretly kept recipes and products with
dozens if not hundreds of secretly balanced herbs, roots,
barks, fruit, flowers & botanicals …
T h e o n l y cate g o r y
NOT DEFINED BY THE INGREDIENT THEY ARE MADE FROM,
BUT RATHER BY THE SOCIAL MOMENT AND OCCASION
DURING WHICH THEY ARE GENERALLY CONSUMED
FACINATING ISNT’IT?
CLASSIFICATION
APERITIVO (and SUB CATEGORIES)
top line classification
W I N E B A S E D S P I R I T B A S E D
PORT PERNOD / RICARD
SHERRY PASTIS OUZO
NATURAL
&
FORTIFIED WINES MADERA SAMBUCA
CO.
MARSALA RAKI(a)
CARCIOFO
FERNET
(Cynar)
QUINQUINAs & QUININE WIES
BITTER ALPINO (Braulio)
BITTER
(Campari)
AROMATISED AND
FORTIFIED WINES VERMOUTH & Low ABV APERITIVO
(Aperol)
RABARBARO
AMERICANO’s AMARO AROMATIC BITTERS FERRO CHINA
OTHER REGIONAL
OTHER EUROPEAN
(Averna)
BAROLO CHINATO, Cocchi and others
OTHER OTHER SPIRIT GENTIAN - SUZE
AROMATISED BYRRH & CO. BASED
WINE BASED HERBAL LIQ CHARTHEREUSE STYLE
CHAMBERYZETTE, RINQUINQUIN & CO.
Aperi&vo, bi,er
& amaro
In today's sub categoriza3on of Spirit Based Bi8er
and Herbal Aperi3vi Products, most supplier apply
the following standards when defining a product:
BITTER:
Approx. 21% to 30% ABV. Deep Red in colour, bicer herbal
fwd, notes of citrus. (CAMPARI)
APERITIVO:
Approx. 11% to 25% ABV. Bright Orange in colour and less
predominately bicer. Bicer-sweet with citrus fwd notes.
(APEROL)
AMARO:
Generally 20% or more, most Bmes above 30%.
Ranging from very deep amber to really dark caramel
colored herbal liqueurs. (AVERNA)
Aperi&vo
or
diges&vo
Functional benefit: to digest, to aid digestion.
“DIGERIRE” from Latin = to exit
No clear differentiation until the 70’s
Only post 80’s in Italy we started to culturally
segregate them as 2 individual categories.
The moment of consumption started to define the
category or products.
Campari,
the first bi8er
Campari’s
history
GASPARE CAMPARI
CASSOLNOVO - 1828 TURIN - 1842
GASPARE CAMPARI APPRENTSHIP AT
IS BORN BAR BASS
A p p re n5 c e s h i p d ays
GASPARE works as an apprentice at widely
renowned BAR BASS and
CAFFE CAMBIO in Torino.
Here, he learns the secrets from the best of
the best in the art of liquor making,
confectionary and flavor extraction.
THE MAITRE LIQUORISTE
Master Liqueurs Craftsmen
Infusions, Macerations and Distillation of
herbs and botanicals for fancy aromatized
wine and spirit-based liqueurs.
Campari academy
Campari academy 20
1860
b i <e r C a m p a r i
is born
It is in 1860 that GASPARE CAMPARI creates
and gives life to his “Bicer Huso Hollanda”,
soon later made popular and simply renamed
BITTER CAMPARI.
A revoluBonary product, bicersweet, both
herbal and citrus dominant, with a disBncBve
bright red colour and unique capBvaBng
Flavour.
The Bicer that would have forever changed
and defined the way Milanese, Italians and
people of the world would consume
AperiBvo and appreciate cocktails
The move
to milano
DUOMO CATHEDRAL MILANO
COPERTO DEI FIGINI
GALLERIA VITTORIO EMANUELE II
CAFFÉ CAMPARI - GAME CHANGER
MILANO - 1862 September 15th 1867 November 14th 1867
DEMOLITION OF COPERTO DEI GALLERIA VITTORIO EMANUELE DAVIDE IS BORN
FIGINI IN GALLERIA
A N T O N I E T TA GIUSEPPE
E VA
G A S PA R E
DAVIDE
31 GUIDO
LETIZIA Campari academy
LETIZIA GALLI
CAMPARI’S FIRST MARKETER?
Host and manager
of CAFFE’ CAMPARI
BRANDING ON WINDOWS
of selected bars
GOLDEN LETTERS
sCll used on our labels
Davide CAMPARI
STA RT EG I C V I S I O N , E X PA N S I O N , CO M U N I C AT I O N ,
A RT A N D A DV E RT I S E M E N T G E N I U S
DAVIDE CAMPARI
1867 - 1936
ADVERTISEMENT GENIUS
LOVER OF THE ARTS
SESTO SAN GIOVANNI - 1904
CAMPARINO IN GALLERIA - 1915
CAMPARI SODA - 1932
FIRST PRINTED ADS
FIRST ADS ON NEWSPAPER
FIRST COLABS WITH ARTISTS SINCE LATE 1800’s
STABILIMENTO SESTO SAN GIOVANNI - 1904
SESTO SAN
GIOVANNI
OPENED IN 1904
FOCUS ON BITTER
and CORDIAL
SESTO SAN GIOVANNI
OPENED IN 1904
FOCUS ON BITTER and
CORDIAL
RENOVATED IN 2004 AS
CAMPARI GROUP HQ
CAMPARI GROUP GLOBAL HQ - TODAY
GALLERIA CAMPARI
46
SESTO SAN GIOVANNI
OPENED IN 1904
FOCUS ON BITTER and
CORDIAL
RENOVATED IN 2004 AS
CAMPARI GROUP HQ
HOSTING GALLERIA
CAMPARI
C A M PA R I N O
IN GALLERIA
1915
C A F F È C A M PA R I
1867
Davide CAMPARI
THE LOVE AFFAIR
LINA CAVALIERI DAVIDE CAMPARI
TEATRO “LA SCALA” OPERA HOUSE - MILANO
10 years of
DEPERO
DEPERO
X
CAMPARI
10 YEARS COLLABORATION
1924 – 1934
COUNTLESS PRODUCTION
MODERN USE OF SHAPES
AND COLOUR
PAINTINGS + DESIGN
THE PERFECT SERVE SINCE 1932
CREATED BY
DAVIDE CAMPARI
A REVOLUTIONARY IDEA
THE FIRST PRE-MIXED
CARBONATED COCKTAIL
IN HISTORY
THE COLLABORATION
FORTUNATO DEPERO
X
DAVIDE CAMPARI
THE INSPIRATION
DRIVING THE FUTURE
DRINKING A MASTERPIECE
THE INSPIRATION THE DESIGN THE ARTWORK THE CAP
1927 1932
Produc,on process
NOVI LIGURE
OPENED IN 2005
PRODUCTION OF MOST
ITALIAN PORTFOLIO
WINE CELLARS
vs
CELLAR #4
PALAERBE SINCE 2015
Campari’s structure &
the “infuso”
Anatomy of Campari
LIQUID #1
BOTANICAL
HYDROALCHOHOLIC
MACERATION / INFUSION N.G.S.
LIQUID #2 INFUSO INFUSO
BOTANICAL EXTRACTION
“TORCHIATURA” (PRESS) 65% AbV
H2O (water)
LIQUID #3
BOTANICAL DISTILLATE
(STEAM) SUGAR
The ‘palaerbe’
A NATURAL INFUSION OF PREMIUM
HERBS, ROOTS, BARKS and FRUIT
ALL BOTANICALS ARE USED
WHOLE and IN THEIR NATURAL FORM
AFTER A STRICT SELECTION AND
QUALITY CONTROL, THEY ARE STORED
IN THE ‘PALAERBE’
BRUNO MALAVASI
& THE SCALE
CAMPARI RECIPE IS A WELL
GUARDED SECRET
BRUNO MALAVASI
IS THE CHIEF HERBALIST
AND KEEPER OF THE RECIPE
THE ‘INFUSO’
A NATURAL INFUSION OF BOTANICALS
IN ALCOHOL
IT’S THE ‘SOUL’ OF EVERY BOTTLE OF
CAMPARI
MADE IN ITALY,
FOR THE WORLD
THE ‘INFUSO’ : STEP 1
MIXED BOTANICALS
IN 69%AbV NGS
15 DAYS
WARM INFUSION
48 x 10.000L TANKS
LIQUID #1 IS COLLECTED
THE ‘INFUSO’ : STEP 2
DRAINED BOTANICALS ARE
PROCESSED THROUGH A
WINE PRESS
LIQUID #2 IS COLLECTED
THE ‘INFUSO’ : STEP 3
STEAM DISTILLATION
OF PRESSED BOTANICALS
LIQUID #3 IS COLLECTED
FROM INFUSO TO CAMPARI
BLENDED
THEN SET TO REST
MIXED WITH WATER, NEUTRAL
GRAIN SPIRIT, SUGAR AND
COLOURING
FILTERED AND SUBMITTED TO A
LAST QUALITY CONTROL CHECK
CARMINE vs.
ROSSO CAMPARI
ORIGINALLY, CARMINE DYE EXTRACTED
FROM COCHINEAL WAS USED
TODAY, THE MAJORITY OF MARKETS USE
A
SIGNATURE ARTIFICIAL HUE,
‘ROSSO CAMPARI’
OUR COLOURING DOESN’T AFFECT
FLAVOUR
WHAT IS COCHINEAL?
COCHINEAL IS A PARASITE
INSECT
ORIGINARY FROM SOUTH
AMERICA
IT GROWS ON CACTUS
IT HAS BEEN USED FOR
CENTURIES
AS NATURAL COLOURING (E120)
ROSSO CAMPARI
RED IS AN ENERGIZING COLOUR,
STYLISH, INVIGORATING
AND RELATED TO PASSION
IT PERFECTLY SUIT THE APERITIVO
MOMENT
CAMPARI WAS ARGUABLY
THE FIRST RED LIQUEUR
