To spread Campari’s brand values and the excellence of the Academy’s mixology craft throughout Italy, engaging an increasingly large number of bartenders each year and making the masterclass content more and more innovative and experiential.
Since its launch in 2016 and through 2019, the Campari Academy Truck traveled across Italy’s top cities from north to south, increasing—edition after edition—the number of participating bartenders, while elevating the quantity, quality, and engaging nature of the masterclasses. The project involved some of the most renowned Italian and international mixologists and welcomed industry professionals and trendsetters during aperitivo events.
Among the most significant new features was the Campari Truck Experience: the involvement of Campari employees and managers, who took turns on the Truck, covering various operational roles at each stop. Another key addition was the partnership with ALMA, the international school of Italian cuisine, aimed at providing tools to improve food-and-cocktail pairings and create full 360-degree tasting experiences.
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