Tommaso Cecca. Photography by Jacob Blut.
Few spirits have captured the imagination and legacy of cocktail culture quite like Campari. From its historic presence in Milan’s bars to its role in defining the modern aperitivo, the brand remains at the heart of global mixology. At the helm of this movement is Tommaso Cecca, Global Head of Camparino Licensing & Mixology, whose deep understanding of cocktail craftsmanship and cultural influence is shaping the industry’s future. In a conversation with Christian Bracht, publisher of SLEEK, Cecca reflects on the evolution of cocktail culture, trends like non-alcoholic drinks, and the interplay of technology and tradition in the modern bar scene.
If Cecca could share a drink with a historical figure, his choice would be clear: Napoleon. “We recently acquired the famous cognac Maison Courvoisier, which is the cognac de Napoleon,” he explains. Keeping with that heritage, he would serve a Negroni variation featuring Courvoisier, hibiscus-infused Campari, chocolate bitters, and Del Professore vermouth. It’s a drink that embodies both the past and the future—a classic reinvented.
According to Cecca, the pandemic fundamentally shifted the way people drink. “Going out is no longer just about drinking,” he says. “It’s about properly experiencing cocktails.” Consumers are now more discerning, opting for higher-quality spirits and cocktails crafted with expertise rather than indulging in indiscriminate consumption. This shift has elevated the role of bartenders to that of cultural educators, a position bolstered by initiatives like the Campari Academy, one of the most extensive educational programs for bartenders worldwide.
Image Courtesy of Melania Dalle Grave.
Yet, Cecca warns that the influence of bartenders can sometimes be excessive. “Sometimes too much,” he says, acknowledging the fine line between education and overcomplication. Campari’s approach balances innovation with tradition, ensuring that while creativity is at the forefront, it remains grounded in the drink’s essence.
As cocktail culture evolves, so too does the importance of presentation. However, this varies significantly across regions. “Europe leans toward minimalism, while Asia prefers richer presentations,” Cecca notes. The United States finds itself somewhere in between, reflecting its diverse influences. Regardless of style, presentation is a crucial part of the cocktail experience, whether in the form of a minimalist Negroni or an extravagant, theatrical serve.
Are cocktails more of an art form or a performance? Cecca believes they are both. “Every form of creativity evolves into art,” he says, referencing Campari’s long-standing relationship with artists such as Fortunato Depero, whose 1927 Campari Soda bottle remains an icon of design. “With digital technology and artificial intelligence, the possibilities are limitless,” he adds, though he stresses the importance of maintaining the integrity of the drink itself. “At Campari, we aim to be creative but always rational,” blending sophisticated techniques with classic flavors.
Bar di Passo. Image Courtesy of Melania Dalle Grave.
A major shift in drinking culture is the rise of non-alcoholic options, particularly among younger generations. “This is a fact,” Cecca says, citing data showing a decline in alcohol consumption among Gen Z. In response, Campari has developed alternatives like Crodino, a non-alcoholic aperitivo dating back to 1960. “Our goal is to promote responsible enjoyment,” he says, emphasizing campaigns like Take Time to Taste, which encourages consumers to appreciate drinks for their craftsmanship rather than their intoxicating effects.
Interestingly, Cecca sees an opportunity for cinema to change its portrayal of drinking culture. “In movies, alcohol is often associated with difficult moments,” he notes. “That narrative needs to evolve.” He cites the transformation of James Bond’s drink preferences—from the classic gin martini to beer—as an example of shifting attitudes. The challenge, he suggests, is to frame drinking as an experience of sophistication rather than excess.
Milan, the home of Campari, plays a crucial role in shaping global cocktail trends. “We have the privilege of being an institution since 1915,” Cecca says of Camparino, the legendary Milanese bar. Despite its long history, the bar has seen unprecedented success in recent years, tripling its sales since 2019. “It’s an old business growing like a startup,” he says, crediting Milan’s culture of aperitivo and socializing for its success.
Photography by Jacob Blut.
The city’s signature drink is the Campari Seltz, a simple yet elegant combination of Campari and seltzer water (no ice, just an iced glass) in the original glass designed by Davide Campari himself. Other Milanese favorites include the Milano-Torino (Campari and vermouth) and Campari Shakerato, a foamy, ice-cold take on the classic.
Yet, for Cecca, nothing beats a Negroni. “If I have to drink just one, it’s the Negroni,” he says, praising its perfect balance of bitterness, sweetness, and botanicals. “It’s my favorite.”
Looking ahead, Cecca sees increasing specialization in the bar industry. As restaurants have evolved from all-encompassing menus to highly focused concepts (e.g., pizza restaurants, steak houses), bars are becoming more specialized. “Now you see bars dedicated to aperitivo, tiki, whiskey, or agave spirits,” he notes. Italian bars, particularly, are experiencing a boom outside of Italy, from Australia to Brazil.
LEFT Camparino Exterior Image Courtesy of Andrea Di Lorenzo RIGHT Tommaso Cecca. Photography by Jacob Blut.
Technology, including artificial intelligence, is also poised to play a more significant role in mixology. The industry is on the brink of another revolution, from AI-generated cocktail recipes to digital experiences that enhance the sensory aspects of drinking. However, Cecca insists that authenticity will always be key. “It’s a sophisticated business requiring expertise, passion, and professionalism,” he says. “Opening a bar isn’t just about serving drinks; it’s about telling a story.”
When asked about his favorite bar in Berlin, Cecca doesn’t hesitate. “Buck and Breck,” he says, referencing the intimate, speakeasy-style bar known for its meticulously crafted cocktails. “I always take a taxi there—I never remember the exact location,” he jokes.
As cocktail culture continues to evolve, Cecca remains optimistic about its future. From the rise of non-alcoholic options to the impact of AI, the industry is more dynamic than ever. Yet, at its core, the art of the cocktail remains unchanged: a balance of tradition and innovation, precision and creativity, all in the pursuit of the perfect drink. One thing is sure whether in Milan, Berlin, or beyond—the world of cocktails has never been more exciting.