This glamorous clientele sips bubbly champagne cocktails and highballs like the 1950s Puerto Rican classic, Campari Cooler.

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You can sip a cocktail overlooking the Roman Forum or savour Campari watching the light bounce off baroque fountains.

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You vigorously shake the vodka, Campari and citrus over ice, then pour that into a glass with rocks.

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Mix equal parts Campari, sweet vermouth (the red one) and gin, and serve over ice with a strip of orange zest.

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Lombardy is regarded as one of the four motors of Europe, a highly industrialized region that powers its country with export-led companies, many family-born, like Pirelli, Campari and Luxottica.

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And like a boozer who can't quite kick the habit, BolsWessanen retains a quiet drinks interest through a 35% stake in Campari, an Italian maker of vermouth and exotic spirits.

ECONOMIST: BolsWessanen