Italian apéritif Campari has revealed an ‘evolutionary redesign’ of its bottle, inspired by its home city of Milan.

The latest iteration of the iconic Campari bottle pays homage to the rich cultural tapestry of Milano, serving as a visual celebration of the city's essence. Julka Villa, Campari Group's group head of marketing, emphasized how the bottle has evolved in sync with Milano's own journey since its inception in 1860.

Campari has seen various transformations over the years, culminating in its recognizable form today. Since 2006, the bottle has proudly displayed its Milanese heritage, with each redesign adding layers of sophistication and charm.

The 2023 redesign marks a significant milestone, placing Milano at the core of the bottle's identity. With sharp, bold lines inspired by Milan's minimalist fashion and contemporary design, the new bottle embodies the city's effortless elegance. Villa explained that the design's direction symbolizes the journey of the aperitivo ritual from Milano to the world, reflecting the vitality and transformation both Milano and Campari have undergone.

Beyond aesthetics, Campari Group is committed to sustainability, aiming for zero net emissions by 2050. The new bottle design reflects this commitment, with a focus on weight optimization, maximization of recycled content, and full recyclability. Villa reiterated the company's dedication to striking a balance between premium design and environmental responsibility.

For more information, visit Campari's website or follow them on Instagram .

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