Campari has launched its first bottle redesign for a decade, with the new look being inspired by the drink’s birthplace, Milano.

The bottle features lines cut into the glass, which Campari says symbolise the journey of the Aperitivo ritual from Milano to the rest of the world. In addition, the dynamic movement and the tapering of the lines reflects the vitality and transformation over time that Milano and Campari have undergone together.

Paolo Marinoni, marketing director of Campari Australia shares: “Since its creation, the Campari bottle has evolved alongside Milano, continuously drawing inspiration from its resourcefulness and its excitement, traits we feel are deeply bound to the spirit of our brand. We wanted to continue to pay homage to Milano through the design of the new Campari bottle and we could not be happier with the story it tells.”

The new look Campari is available now.

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