Campari is redefining sophistication with the launch of its striking new bottle design, straight from Milan—Italy’s world-renowned style capital.

This daring upgrade delivers a modern aesthetic that exudes luxury and confidence—without adding a single dollar to the cost for consumers.

Sexy, refined, and internationally approved, the redesigned Campari bottle is definitely a lifestyle statement. Positioned at the centre of any table, it symbolises elevated taste, bold presence, and unapologetic confidence among friends.

“This is not just another liquor rebrand,” said Dominique Bell, Communications Manager at J. Wray & Nephew Limited. “This new Campari bottle represents a lifestyle moment. It’s bold, it’s fresh, and it transforms any space it enters. In the entertainment scene, Campari has always dared to stand out, and this design amplifies that spirit. We believe it will spark confidence, inspire new connections, and reshape the way people experience Campari. This is a fresh drop for those who dare to be bold, different, and unapologetically themselves. If that’s you, then I dare you to choose Campari!”

The new Red Passion bottle underscores Campari’s commitment to innovation and bold self-expression, inviting both loyal fans and new consumers to embrace its fresh, daring aesthetic while enjoying the same premium liquid they know and love.

What inspired Campari to introduce this design now? Bell stated that “This redesign was driven by the need to modernize while staying true to our roots. The iconic Milanese landmark, Il Duomo, inspired the bottle’s engraved detailing, a nod to the city that birthed Campari.

Further to this, the redesigning of this bottle is tailored for both local and global appeal.
“This is a global initiative with local adaptations. The new look is being rolled out worldwide, with tailored strategies for Jamaica and the wider Caribbean. The redesign highlights premium details: a champagne-gold cap, embossed Campari logo, the founder’s signature, and Duomo-inspired engraving. Each element was chosen to root the brand in Milanese heritage while elevating its tactile, visual, and cultural appeal—solidifying Campari as a modern, sensual icon,” Bell said.

Highlights from the event.