Gaspare Campari - drinks maker

Bar owner who created classic red aperitif

Gaspare Campari created his eponymous
liqueur while running a bar in Novara

Gaspare Campari, whose desire to mix distinctive and unique drinks for the customers of his bar resulted in the creation of the iconic Campari aperitif, was born on this day in 1828 in Cassolnovo, a small town approximately 30km (19 miles) southwest of Milan.

He founded the company, subsequently developed by his sons, Davide and Guido, that would grow to such an extent that, as Gruppo Campari, it is now the sixth largest producer of wines, spirits and soft drinks in the world with a turnover of more than €1.8 billion.

Gaspare was the 10th child born into a farming family in the province of Pavia, where Cassolnovo is found, but he had no ambition to work on the land.  After working in a local bar, at the age of 14 he went to Turin, then the prosperous capital of the Kingdom of Piedmont-Sardinia.

He obtained an apprenticeship to Giacomo Bass, the Swiss proprietor of a pastry and liqueur shop on Piazza Castello.  He is also said to have worked at the historic Ristorante Del Cambio, on Piazza Carignano, as a waiter and dishwasher.

In 1850, by then in his early 20s and armed with the knowledge he had acquired in about eight years in Turin, he moved to Novara, some 100km (62 miles) northeast of Turin and about 50km (31 miles) west of Milan.

The Caffè Campari inside Milan's historic Galleria
Vittorio Emanuele II remains a popular bar today

There he rented the Caffè dell’Amicizia, in a prime spot at the junction of Corso Italia and Corso Cavour.  He built up a large clientele and began to experiment by making innovative new alcoholic concoctions for his customers.  Among them was a bitter aperitif he made by blending herbs and fruits, including the cascarilla plant and the chinotto orange.

Its distinctive red colour was created in the original version by the addition of carmine dye, derived from crushed cochineal beetles, although that ingredient is not used today.  Gaspare called it Bitter all’uso D’Hollanda, after a drink he had tasted on a visit to the Netherlands, but it was not long before patrons of the bar began to refer to it as Bitter del Signor Campari, and eventually simply Campari.  He began to bottle it in a workshop at the back of his premises, launching the Campari brand in 1860.

Married while in Novara, eventually becoming father to five children, he decided in 1862 to relocate to Milan, where he acquired a bar opposite the city's magnificent Gothic cathedral.  Five years later, as part of a plan to create a vast Piazza del Duomo, the building containing Campari’s car was earmarked for demolition.  Thankfully, Gaspare was handsomely compensated and moved into prestigious premises inside the new Galleria Vittorio Emanuele II, the glass-vaulted shopping arcade that links Piazza del Duomo with Piazza della Scala.

Fortunato Depero's classic Camparisoda bottle
was designed in 1932 and is still in use today

It is said that the bar, situated on the left-hand side at the Piazza del Duomo entrance to the Galleria and named Caffè Campari, became a meeting place for musicians and composers, with Giuseppe Verdi, Giacomo Puccini, Arrigo Boito and the music publisher Giulio Ricordi among those supposed to have visited.

When Gaspare died in 1882, aged just 54, his widow, Letizia, is said to have taken control of the company until his son, Davide, who had been born in the same year that his father had moved into the Galleria. Guido took over the running of the bar.

In 1904, production of Campari moved to a factory at Sesto San Giovanni, a growing industrial town to the north of Milan, which would remain in operation until 2005, when a new production site was opened in Novi Ligure, in the province of Alessandria in Piedmont.

Fiercely marketed by Davide, the famous drink became known across Italy and beyond, especially after the launch in 1932 of Camparisoda, the mix of Campari liqueur and soda water still sold in its trademark conical bottle, designed by the Futurist artist Fortunato Depero.

Nowadays, the Campari Group is a massive drinks conglomerate, with a portfolio of brands that includes Aperol and Grand Marnier liqueurs, SKYY Vodka, Wild Turkey bourbon, Glen Grant Scotch whisky, Bisquit Cognac and Cinzano vermouth.

The multi-tiered 121-metre high cupola of Novara's
Basilica of San Gaudenzio

Travel tip:

Novara, where Gaspare first created his famous drink, is in the Piedmont region. It is the second biggest city in the region after Turin. Founded by the Romans, it was later ruled by the Visconti and Sforza families. In the 18th century it was ruled by the House of Savoy. In the 1849 Battle of Novara, the Sardinian army was defeated by the Austrian army, who occupied the city. This led to the abdication of Charles Albert of Sardinia and is seen as the beginning of the Italian unification movement.  The most imposing building in Novara is the Basilica of San Gaudenzio, which has a 121-metre high cupola.

Novara hotels from Booking.com

The Piazza Delle Piane is an elegant square in the centre
of Novi Ligure, flanked by the Palazzo Delle Piane.

Travel Tip:

In the 17th and 18th centuries, the town of Novi Ligure, where Campari switched production in 2005, was once a renowned inland resort for rich Genoese families, whose numerous noble palaces adorn the historical centre. These include Palazzo Negroni, Palazzo Durazzo and Palazzo Delle Piane, situated in Piazza Delle Piane.  Novi has retained part of its walls, erected in 1447 and partly demolished in the 19th century, together with the tower of the Castle.  There is a museum, the Museo dei Campionissimi, devoted to Fausto Coppi and another famous cyclist, Costante Girardengo, who were both born there.  The town is now a centre for the production of chocolate, notably the Novi brand.

Find a hotel in Novi Ligure with Booking.com

Also on this day:

1501: The birth of botanist Pietro Andrea Mattioli

1863: The birth of writer and patriot Gabriele D’Annunzio

1921: The birth of business giant Gianni Agnelli


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Fortunato Depero - artist

Futurist who designed iconic Campari bottle

Fortunato Depero's 1932 Campari Soda
bottle is still in production today

The Futurist painter, sculptor and graphic artist Fortunato Depero, who left a famous mark on Italian culture by designing the conical bottle in which Campari Soda is still sold today, was born on this day in 1892 in the Trentino region.

Depero had a wide breadth of artistic talent, which encompassed painting, sculpture, architecture and graphic design.

He designed magazine covers for the New Yorker, Vogue and Vanity Fair among others, created stage sets and costumes for the theatre, made sculptures and paintings and some consider his masterpiece to be the trade fair pavilion he designed for the 1927 Monza Biennale Internazionale delle Arti Decorative, which had giant block letters for walls.

Yet it is the distinctive Campari bottle that has endured longest of all his creations, which went into production in 1932 as the manufacturers of the famous aperitif broke new ground by deciding to sell a ready-made drink of Campari blended with soda water.

It was the first pre-mixed drink anyone had sold commercially and Depero, who was already working with the Milan-based company on a series of advertising posters and stylish black-and-white newspaper ads, was tasked with creating a unique miniature bottle in which the new product would be packaged.

Depero became an important designer
in the advertising world

The conical shape, a little like an upturned glass, made it stand out on the shelves and at a time when the modern and unconventional was considered chic was perfect in helping establish Campari Soda as the sophisticated pre-dinner drink of choice among Italy’s style-setters.

The shape, timelessly modern, has not changed fundamentally in 88 years since and has become an icon of Italian design.

Depero was born either in the village of Fondo or its neighbour Malosco, about 40-50km (25-31 miles) north of Trento, and went to college a little further south in Rovereto, between Trento and Verona. He was apprenticed in a marble workshop, having been turned down in his efforts to obtain a place at the Academy of Fine Arts in Vienna.

He first became aware of the Futurist movement on a trip to Florence in 1913 and when his mother died the following year he decided to move to Rome, where he met fellow Futurist Giacomo Balla. Together they produced an extraordinary text entitled Ricostruzione futurista dell’universo (Futurist Reconstruction of the Universe), a manifesto that reflected the core values of the movement, which rejected everything ancient and classical and aimed to free Italy from what was perceived as a stifling obsession with the past.

The establishment tended to dismiss Futurists as cranks, because they admired the speed and technological advancement of cars and aeroplanes and the new industrial cities, all of which they saw as demonstrating the triumph of humanity over nature through invention, and wanted to depict those things in their art.

Il Motociclista (the Motorcyclist) is an example of Depero's art

Yet in many ways, Depero and Balla and talented Futurist painters such as Carlo Carrà and Umberto Boccioni, who embraced a parallel obsession with nationalistic revolution and the overthrow of the hierarchical class system, foresaw how the 20th century would unfold, from the evolution of technology to the explosion of violence and the spread of mass communication.

The movement was ultimately tarnished by its association with Fascism, with which they initially shared similar goals in terms of wishing to build a strong, egalitarian, productive, youthful and modern Italy.  Once the link existed, it was difficult to break and after Mussolini’s regime was defeated there were many Futurists who found themselves shunned.

Depero himself found Italy an uncomfortable place after the Second World War and decided to return to New York, where he had spent a couple of years in the late 1920s, working on magazines and in the theatre and even building a house.  During his second stay, which lasted until the early 1950s, he published an English version of an earlier autobiography, entitled So I Think, So I Paint.

Depero returned to Italy and lived out his final days in Rovereto, where he died in 1960 from complications of diabetes.  A large collection of his work can be seen at the Museum of Modern and Contemporary Art of Trento and Rovereto.

Rovereto's Campana dei Caduti sounds
100 times at nightfall each day

Travel tip:

The picturesque small city of Rovereto, east of Riva del Garda, is notable not only for the aforementioned art museum but for a 14th century castle, which contains the Italian War Museum, and for the Maria Dolens (Mary Grieving) bell, also known as the Campana dei Caduti (the Bell of the Fallen) and the Bell of Peace. The second largest swinging bell in the world, it was originally the idea of a local priest, Father Antonio Rossaro, to honour the fallen of all wars and to invoke peace and brotherhood. Cast in 1924, since 1965 it has been located on Miravale Hill outside the town and sounds 100 times at nightfall each evening.

The beautiful Piazza Duomo in Trento

Travel tip:

The city of Trento is considered to have arguably the best quality of life in Italy, based on climate, surroundings and employment opportunities. With a population of 117,000, it is situated in an Alpine valley on the Adige river between the northern tip of Lake Garda and the border city of Bolzano, about 115km (71 miles) north of Verona. It was controlled by the Austrians almost continuously from the 14th century until the First World War.  In the 16th century, it hosted the Council of Trent, the ecumenical council of the Catholic Church that gave rise to the resurgence of the church following Protestant Reformation.

More reading:

The explosive art of leading Futurist painter Carlo Carrà

Luigi Russolo and the strange phenomenon of 'noise music'

Painter whose work depicted Fascist repression

Also on this day:

1282: The revolt that became known as the Sicilian Vespers

1905: The birth of Modernist architect Ignazio Gardella


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