Campari is looking different on the shelf, but drinkers can relax. The bittersweet liquor inside hasn’t changed a drop.

The Italian-born spirit has rolled out a new bottle in Jamaica that leans on its Milanese heritage while giving fans a sleeker, more premium feel in hand.

“The liquid is the same bold Campari people know and love,” communications manager at J Wray & Nephew, Dominic Bell, told the
Jamaica Observer following the launch of the new bottle last week.

“What’s new is the design. We wanted to modernise the look, celebrate our roots in Milan, and make sure Campari continues to stand out in today’s competitive market,” he continued.

The upgrade comes at no extra cost to consumers. The bottle now features a champagne-gold cap, embossed logo, founder’s signature, and an engraved motif inspired by Milan’s Duomo — paying homage to the city where Campari was first created more than 160 years ago.

In the crowded market of spirits, packaging is often the first signal of quality and style. For Campari, which has long positioned itself as bold, stylish, and contemporary, the redesign is more than cosmetic.

“Today’s consumers care about a product’s style impact as much as its taste. A bottle on the bar or table should feel as confident and expressive as the drink itself,” he explained.

Globally, the refresh is part of a strategy to unify Campari’s visual identity across markets, strengthening recognition whether the bottle is picked up in Kingston, New York, or Milan. Locally, the brand hopes the modern design will resonate with Jamaican consumers who increasingly mix Campari into cocktails at home and order it at festivals, bars and restaurants.

Campari’s bottle redesign also carries sales and volume targets, part of the group’s wider effort to boost performance in key markets across the Caribbean.

“This is a global initiative, but Jamaica remains an important market for us. We anticipate strong engagement and growth as the new design rolls out,” Bell said.

Campari has carved out a distinctive place in Jamaica’s drinking culture. Known for its “cool and edgy” reputation, the brand has embedded itself in Carnival celebrations, music festivals and national bar life. The new bottle, Bell noted, is designed to match that energy.

“Jamaican consumers expect excitement from us, in how the brand looks, feels, and shows up at cultural touchpoints. This redesign is part of that ongoing conversation,” he said.

Campari’s recipe dates back to 1860, when Gaspare Campari first created the signature blend of herbs and botanicals in Milan. The new bottle pays tribute to that history while acknowledging modern expectations.

Bell told
Sunday Finance that sustainability was also a factor in the redesign, reflecting the wider Campari Group’s commitment to greener practices. While details were not disclosed, Bell confirmed that packaging innovation increasingly focuses on recyclability and responsible sourcing.

The bottle launch comes against the backdrop of significant investment by the Campari Group in Jamaica. Since acquiring J Wray & Nephew in 2012, the group has channelled more than US$500 million into modernising its local operations, including a US$90-million dunder treatment plant aimed at revolutionising rum production.