The history of Campari begins back in Novara, near Milan in Italy, in 1860, when Gaspare Campari created his distinctive bitter beverage. In 1867, Campari opened Gaspares bar in Milan's city centre and which is still there today. The business was later inherited by his sons David and Guido, who began to sell Campari to other bars and restaurants and it was only in 1904, after rapid business growth, that the first production plant was built. From there, the only way was up, and the brand grew in popularity and became truly iconic. Campari celebrated its 150th anniversary in 2010 and has become a multinational drinks conglomerate with many famous drinks brands to its name.