Any conversation about Campari should begin with Bitters. But to properly explain them, we must talk a little about the science of taste. As you may know, there are five taste perceptions: Sweet, Sour, Salty, Umami and Bitter. Each has its own receptors on the tongue. Bitter is triggered at the base and sides although like many things, it is also a matter of personal taste. In our world, Bitters are (an) alcoholic preparations – made from botanicals, specially selected to produce a typical bitter, or bitter-sweet taste. It can take some time to understand and appreciate them. So guide your consumer carefully – educate their palate in stages, beginning with mild bitterness, an Aperol Spritz for instance; perhaps moving to an Americano, before finally introducing them to the complex, intriguing bitterness of a Negroni.

Bartender: There are three types of bitters you need to be familiar with. First, the Aromatic Bitters –These are bitter flavouring agents and they are very concentrated: …we use them in dashes or even just a drop to bring an aroma and a complexity to the cocktail. 

Second are the Aperitif Bitters – such as Campari or Aperol. These liqueurs are characterized by a bitter, or bitter-sweet taste, they are best consumed before a meal – to open up and enhance the appetite. Their colour is typically a stimulating red or orange, and their alcohol volume can be lower than other liqueurs. And thirdly, we have the Amari liqueurs: they are usually darker, richer in color, and higher in alcohol volume – so best consumed after a meal.

Bitters have a fascinating history. Their origins, and the culture of consumption, extends back 9000 years. Our story begins In China, 7000 BCE, with a fermented rice wine infused with two types of artemisia and other botanicals. It is thought this traditional preparation later travelled the silk road to influence western culture. By Roman times, the ‘vinum gustaticium’ – an appetiser wine sweetened with honey and infused with spices – had become a ritual start to a meal. Then in the Middle Ages, botanical preparations developed rapidly, as European monks experimented with new ingredients to create elixirs, health tonics and potions. With the crusades, they learned distillation from the Arabs; bringing a new level of expertise to their preparations. It was during the Renaissance that the early liqueur craftsmanship had spread out from Italy. When Italian noblewoman Caterina de Medici married the King of France, she introduced Italian liqueurs and rituals to the French court. And by the late 1700’s, the rules of Aperitivo were beginning to be formalised starting with the creation of Vermouth, and fishing less than a century later, with the original Bitter Campari. At the same time, botanical preparations were also evolving across the Atlantic, in the USA from medicinal use – to essential ingredient in the newborn world of cocktails, the Aromatic Bitters.

To understand Campari or Aperol as products we must take a step back and deep dive in the production of Bitters. In the simplest sense, to produce any type of Bitters, you are capturing the aroma of a mix of botanicals in a liquid. But the rich, global history of this process has given us a diverse set of methods: 

Maceration: this is a cold extraction in a solution of high alcohol volume – between 40 and 95 per cent. The temperature must be no more than 35 degrees C. 

Digestion – is a warmer extraction (between 40 and 60 degrees C). We use this method for tough botanicals such as wood, bark and roots, using a solution with low Alcohol volume.

Infusion: the method is similar to digestion, the solvent is hotter which speeds up the process.

Decoction is very much the same process but at a temperature close to the boiling point – like brewing tea or coffee. 

Percolation is quite a different technique. We pour our alcohol solution over layers of botanicals – and like spring water filtering through rock, the solution takes on takes on their character.

And finally, Distillation. We use this method when we want to capture our aroma as ‘cleanly’ as possible by repeatedly evaporating and condensing the botanical solution; leaving a clear, colourless, extract.

The ritual of Aperitivo is intimately connected to the history of Campari. But the word goes back much further. Aperitivo is derived from the Latin noun aperitivus meaning that which opens the path to digestion and the verb aperire “to open”. Strictly speaking, it’s definition is a substance suitable for stimulating gastric acids, consumed to encourage the appetite before a meal.

To talk about Aperitivo is to talk about the roots of Italian socialising. It is now one of the most well known, and appreciated rituals of bar culture in the world and each local culture has its twist. But there are a few core meanings to the tradition that remain universally shared. First, is Aperitivo – the Beverage, a category of alcoholic cocktails that share a bitter flavour and stimulate the appetite. 

Second is Aperitivo – the Time, a joyful moment between work and your evening meal to break form duties, meet your friends and relax. There is no set time, it is more organic – a moment of lightness and happiness shared with those you love And third, is Aperitivo – the Ritual, a harmonious mix of conversation, delicious Aperitivo cocktails and ideally some appetising finger food. 

Aperitivo can be summed up very simply: 

Taste: Bitter or bitter-sweetness

Colour: Red or Orange

Food: Small, to share

Mood: Happiness!

Although it is not universal, food-pairing plays an important role in completing the Aperitivo experience. It is also a way for bartenders to express their creativity without altering classic aperitivo drinks, such as an Aperol Spritz. Now, A classic is a classic when throughout time consumers appreciate and desire that same unique flavour suggesting creative food paring is an alternative way to differentiate a signature Aperitivo cocktail serve from other venues.

In Veneto, for example an Aperol Spritz is often paired with cicchetti. During Aperitivo, you can expect all kinds of different finger food simple like small cubes of tramezzini, pizza or cheese; a slice of prosciutto wrapped around a grissino bread stick or raw vegetables served in “pinzimonio”.

To communicate the pleasure of Aperol, it’s important to know the product inside-out. Here’s a quick guide to the key points: Aperol is a bright-orange “Bitter-Sweet Aperitif Liqueur” made from an infusion of herbs and roots, a recipe that has been jealously guarded ever since it was created. The exact mix of botanicals is a secret but the most recognizable ingredients you will detect are: Citrus peels and essential citrus oils that lend the liquid its distinctive freshness and unmistakable aroma, while a secret mix of aromatic herbs, roots and woods creates the subtle bittersweet aftertaste Aperol is famous for, making it a perfect flavor match for savory finger food.

Amaro liqueurs are a category of herbal liqueurs made from botanicals that contain bitter ingredients. Generally, amaro botanicals are made up of crude plant materials such as leaves, flowers, fruit, seed, stems, wood, bark and roots. This stems from the age of antiquity – when amaro liqueurs were first used as curative potions, with medicinal qualities – to stimulate the appetite. Over time, they shed their curative connotations – and were mellowed with fruits and sweet botanicals such as vanilla, aniseeds, liquorice, star anise – and, most importantly – sugar. The most important step in the amaro production process is the steeping and infusion of the botanicals. A lot depends on how the herbs are prepared – which are not usually used whole, but crushed, ground, pulverised or pressed – according to the consistency of the herb and the principles to be extracted. For the Italian Amari, there are few key sub-categories that you should explore: 

• Alpine Amaro: Characterised by fresh and balsamic herbs. 
• Mediterranean Amaro: Made with fruits typical of the Mediterranean areas. 
• and Herbal Amaro: A unique and intense flavour supported by roots, herbs and other ingredients. Try all three – identify the differences in flavour – and see how they can work for you.

Choosing the right vessel to serve your cocktail in is essential. There are a myriad of different styles, materials and applications out there – but let’s start with the three major categories: 

1. Tall Glasses High Balls, Tall tumblers, Collins – there are many names and subcategories for Tall Glasses – but all are generally used for long drinks; either carbonated or still – and with various styles of ice. They are the right size to accommodate your drink and allow for enough ice to leave a good wash line at the top of the glass 

2. Short Glasses The most versatile when it comes to catering for your cocktails. Rocks, Lowball, Old Fashioned – Double Old Fashioned! – they go by many different names and come in all shapes and sizes Best for more spiritous drinks which are not lengthened with a mixer – and where a large ratio of ice to liquid is necessary to restrict dilution. 

3. Stemmed Glasses Some of the most elegant cocktail serves out there. From the Martini glass to the Coupe – these types of glassware can accommodate for stirred and strong cocktails as much as they can for fluffy sours. One stemmed glass not to be ignored is the wine Glass – a must have for serving the iconic Aperol Spritz or Campari Spritz. 

Every single category of glassware has unique shapes and sizes that will change the functionality and thermal characteristics of your cocktails – So take the time to research what will service your drink the best.