Like most liqueur / aperitif producers, the Campari company considers its recipe as the key to its ongoing success. Consequently, secrecy is paramount. The complete recipe, kept in a bank vault, is known only to the company's President who overseas weekly production. With worldwide annual sales now exceeding tens of millions bottles, this cautionary attitude is perhaps understandable. What is known is that it contains quinine, ginseng, orange peel, herbs and rhubarb that are steeped in a mixture of water and alcohol. The drink is then coloured with cochineal. It's typically served very cold without ice but with a dash of soda to release the flavours.