Davide Campari

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Davide Campari (born November 14, 1867 in Milan , † December 7, 1936 in Sanremo , Italy ) was an Italian entrepreneur. He turned the liquor store he had taken over from his father, Gaspare Campari , into an industrial company, which was later named after him Davide Campari, Milano, SpA (today's company , also "Campari Group"), and helped the Campari bitter liqueur to international fame.

Davide Campari was the fourth of five children of Gaspare Campari and his second honor wife Letizia Galli, his siblings are Giuseppe, Antonietta, Eva and Guido. Gaspare Campari had opened a shop in Novara in 1860 , in which he sold liqueurs and other spirits from his own production, and later settled in Milan , where he ran, among other things, the Caffè Campari on the corner of the Viktor-Emanuel-Galerie shopping center, which opened in 1867 . The Bar Camparino is still there today . While Davide's eldest brother Giuseppe was becoming a writer, he and his younger brother Guido joined the company and helped their father make various liqueurs and spirits, including the one originally known as Bitter all'uso d'Olanda ("Dutch style bitter") ) called Campari liqueur , which was soon known only as "Bitter Campari".

After her father's death in 1882 Davide and Guido led the business first under the company Gaspare Campari. Fratelli Campari successori ("Gaspare Campari. Campari Brothers Successors") continued. Davide later left the store in central Milan to his brother and concentrated on developing and manufacturing spirits. He moved into a laboratory in Via Galilei and started producing a Cordial there in 1892 . In 1888 he had the Campari brand legally protected. He soon reduced his range and limited himself to the production of the Campari bitter liqueur and Campari Cordial , which is no longer produced today. For this purpose he opened a modern factory in the up-and-coming town of Sesto San Giovanni in 1904 , which replaced the previous production facilities. It served as a production site until 2005. This marked the step from a small shop, in which various liqueurs were made by hand, to industrial production on a large scale. At the same time, sales of the products were expanded throughout Italy and later abroad. In 1906 Davide Campari was a judge at the 1906 World Exhibition in Milan, where the company's products were also presented. In 1909, when the company was renamed Davide Campari e C. , it already had equity capital of 800,000 lire and a total of 50 employees. In 1916 30 workers were employed in production alone; the number rose to 50 in 1919 when Campari separated the divisions of production and sales. The establishment of the Società Anonima Esercizi Campari , a special form of the stock corporation , allowed from 1923 the financing of the further expansion of the company. In 1932, when the ready-made mixture of Campari and soda water came onto the market as Campari Soda (today Camparisoda ), Campari already had branches throughout Italy and abroad, including a branch in Buenos Aires .

Under the management of Davide Campari, the family business also set standards in marketing in the 1920s and 1930s . Artists like Dudovich, Villa, Cappiello, Munari, Negrin and Nizzoli were hired for advertising campaigns and their posters were exhibited many times. The artist Fortunato Depero , a representative of Italian Futurism , designed the simple bottle for Campari Soda .

literature

Individual evidence

  1. ↑ Mauro Gobbini calls the shop "Confetteria" (confectionery shop), elsewhere it is called a "liquorificìo" (liqueur manufacturer); see. Section on Davide Campari in: Artefici del lavoro italiano . A cura dell'Istituto di arti e mestieri per gli orfani dei lavoratori italiani caduti in guerra FD Roosevelt Vol.1, Rome 1956 (accessible via WBIS ).

Web links

personal data
SURNAME Campari, Davide
BRIEF DESCRIPTION Italian liquor manufacturer
DATE OF BIRTH November 14, 1867
PLACE OF BIRTH Milan , Italy
DATE OF DEATH December 7, 1936
Place of death Sanremo , Italy