The liquid's bright, cherry red color is another major part of its brand identity. Campari's alcohol content is between 20.5 and 28.5% alcohol by volume (ABV), depending on where it's sold ...

It was apparently the result of years of research into legibility and reconstructed images, and hung in Milan’s Linea Rossa stations on the day of opening in 1964. Campari Soda e sempre giovane!, ...