Campari has revealed a redesigned bottle, marking its first major packaging update in years.

The new look features a modern silhouette with engraved detailing inspired by Milan’s Duomo cathedral, connecting the brand’s contemporary direction with its Italian heritage.

“This is not just another liquor rebrand,” said Dominique Bell, communications manager at JWray & 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!”

According to the company, the bottle retains the same product inside and comes at no added cost to consumers. The redesign includes a champagne-gold cap, embossed Campari logo, and the founder’s signature.

“This redesign was driven by the need to modernise 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,” Bell said.

The updated packaging will be introduced globally, with localised marketing efforts in regions like Jamaica and the wider Caribbean.

“This is a global initiative with local adaptations,” Bell added. “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.”