Campari
Gruppo Campari · Milan, Italy · Est. 1860
Italy’s most iconic bitter liqueur — the vivid red spirit that defines the Negroni and anchors the aperitivo hour.
What is Campari?
Campari is an Italian bitter liqueur — technically an aperitivo — made from a proprietary blend of herbs, spices, and fruit. It was created in 1860 by Gaspare Campari in Novara, Italy, and has been produced by the Campari Group ever since. The exact recipe remains a closely guarded secret, with around 60 botanicals said to be involved. What isn’t secret is the result: a vivid ruby red spirit with a pronounced bitterness that has become one of the most recognisable flavours in the cocktail world.
Campari sits firmly in the amaro family — bitter Italian liqueurs traditionally associated with the aperitivo hour, that pre-dinner ritual of sipping something bitter and low-ABV to stimulate the appetite. At 25% ABV it’s lighter than most base spirits but stronger than Aperol, which puts it in a useful middle ground. You can read more about how bitters and aperitivi work in our guide to bitters and cordials.
It rarely gets drunk neat in the UK (though a Campari on the rocks with an orange slice is a perfectly good serve), but as a cocktail ingredient it’s extraordinary. The bitterness acts as a counterweight to sweetness, the herbal depth adds complexity, and the colour alone makes any drink look more interesting. If you want to go deeper on what to mix it with, our Campari cocktail guide covers the full range.
Flavour Profile
Campari hits bitterness first — a clean, assertive bitter that comes from chinotto (a small bitter citrus), cinchona bark, and other undisclosed botanicals. Behind that comes a wave of herbal complexity and dried orange peel, with hints of rhubarb and cherry that soften the edges. There’s very little sweetness on its own; the sugar in the recipe is there to balance rather than sweeten. It finishes long and slightly warming, with a pleasant bitterness that lingers.
Campari vs Aperol vs Cynar
Campari is often grouped with Aperol and Cynar as Italian bitter aperitivi — and while they share a family resemblance, they’re meaningfully different products. Here’s how they compare side by side.
| Liqueur | ABV | Bitterness | Dominant flavour | Best known cocktail |
|---|---|---|---|---|
| Campari | 25% | High | Bitter orange, herbal, rhubarb | Negroni, Americano |
| Aperol | 11% | Low–medium | Sweet orange, gentian, vanilla | Aperol Spritz |
| Cynar | 16.5% | Medium–high | Artichoke, earthy, herbal | Cynar Spritz, Cynar Negroni |
The key practical difference is bitterness and ABV. Aperol is considerably more approachable — sweeter, lower-strength, and much gentler on the palate. Campari is the serious bitter of the three, and it will dominate a cocktail if you’re not careful with proportions. Cynar sits between them in bitterness but has a distinctive earthy quality from the artichoke that makes it its own thing entirely.
Quick Facts
Category
Bitter Liqueur / Aperitivo
Country of Origin
Italy (Novara, then Milan)
ABV
25%
Founded
1860 by Gaspare Campari
Colour
Deep ruby red (artificial colouring since 2006)
Key Botanicals
Chinotto, cinchona bark, herbs, spices (recipe secret)
Serve Neat?
Yes — on the rocks with orange slice
Similar to
Aperol (milder), Cynar (earthier), Luxardo Bitter
Substitutes for Campari
Campari’s flavour is distinctive enough that no substitute is a perfect match, but these come close depending on what you’re making.
Aperol
The most common swap, but be aware it’s considerably sweeter and lower in alcohol. Use 1:1 in volume but expect a gentler, less bitter result. Works well as a substitute in spritzes; less convincing in a Negroni.
Cynar
A solid substitute for bitterness level, though the artichoke-driven earthiness gives it a very different character. Works particularly well in stirred cocktails like Negroni variations where the earthiness adds interesting depth.
Luxardo Bitter Bianco
A clear bitter liqueur with a similar bitterness profile to Campari but without the red colour. A good choice for White Negroni-style drinks where you want the bitter structure without the deep red hue.
Suze
A French gentian liqueur with pronounced bitterness and a floral, slightly sweet character. Used in the White Negroni as a direct Campari alternative — different flavour profile but a similar structural role in the cocktail.
Cocktails That Use Campari
Campari’s cocktail list punches above its weight — it’s in some of the most iconic drinks ever made. Our full Campari cocktails guide goes deeper if you want more inspiration.
Where to Buy Campari
Campari is one brand, one product — there are no style variants or age statements to navigate. What changes is where you buy it and the bottle size. It’s widely stocked across UK supermarkets and off-licences, and the price is fairly consistent.
Amazon
~£17–20 / 70cl. Convenient for delivery, occasionally on offer.
Master of Malt
~£18–21 / 70cl. Good for buying alongside other Italian aperitivi.
The Whisky Exchange
~£18–22 / 70cl. Also stocks rarer Campari formats and gift sets.
Supermarkets
Widely available in Tesco, Sainsbury’s, and Waitrose. Often cheapest option at ~£16–18.
Storage
Campari keeps very well thanks to its sugar content and 25% ABV — it won’t spoil, but the brightness of the botanicals will soften over time once the bottle is open.
Temperature
Room temperature is perfectly fine. Some prefer it slightly chilled for spritz-style serves, but it doesn’t need refrigerating.
Light
Store away from direct sunlight. UV exposure can fade the colour and dull the herbal character over time.
Sealing
Always reseal after pouring. The volatile aromatics in the botanicals will gradually dissipate if left open.
Shelf life
Unopened: indefinitely. Once open, best within 1–2 years for full flavour. Still safe and usable beyond that.