Novi Ligure, Italy, is home to the Campari recipe and the production of one of the world’s most popular drinks. During a visit inside the factory, Andrea Risti revealed that the process begins with infusing herbs, alcohol, and water in enormous tanks before being aged for 30 days to produce Campari. In comparison, Aperol requires only six days to make and is produced at the same plant. Risti also explained that Americans prefer “Made in Italy” on their drink labels.
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Matteo Fantacchiotti, CEO of Campari, discussed the trend towards low or no alcohol products and how it has grown in importance. He emphasized that Campari is committed to this trend, citing their success with Crodino as an example. Fantacchiotti sees this as an opportunity for Campari products to expand further into this market as they already have low-alcohol options and are introducing globally an alcohol-free spritz made with herbs.
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