Campari, the Heart of the Iconic Negroni Cocktail, Toasts 12th Annual Negroni Week Sept 16-22
Campari®, the iconic Milanese red aperitivo, and Imbibe, the ultimate guide to liquid culture, partner for the 12th annual Negroni Week hosted Sept. 16-22, 2024.
#1 best-selling classic cocktail – the Negroni
The #1 best-selling classic cocktail* – the Negroni – will be celebrated globally to support Slow Food, a worldwide movement of local communities and activists in over 160 countries.
The classic Negroni has a storied history from its Italian origin in 1919, when the renowned Count Camilo Negroni asked bartender Fosco Scarselli to strengthen his favorite cocktail – the Americano – by replacing soda water with a splash of gin.
Adding an orange slice as garnish, rather than the usual lemon twist, the Negroni was born and stands today as a classic staple in bars and restaurants worldwide, thanks to the support from bartenders and its perfect blend of simplicity and sophistication. Since its inception, Campari’s bitter, distinctive taste and unmistakable, vibrant red color have been at the heart of the iconic Negroni.
As the only branded ingredient in the official Negroni recipe by the International Bartenders Association, there truly is.
Imbibe’s unwavering commitment to charitable giving led to the launch of Negroni Week in 2013 with Campari, and has since raised an impressive $5 million thanks to the participation of bars and restaurants worldwide.
This year, in collaboration with Official Giving Partner Slow Food, Negroni Week aims to collaborate with even more venues than ever before to benefit the Slow Food Negroni Week Fund, which aids in preserving cultural and biological diversity, promoting food and beverage education, and advocating for equity and justice globally. In 2023, the Slow Food Negroni Week Fund provided educational scholarships, access to industry events such as Tales of the Cocktail and Terra Madre Salone del Gusto, and also supported innovation projects aimed at addressing challenges in the hospitality industry.
To kick off fundraising efforts for this important cause in 2024, Campari and Southern Glazer’s Wine and Spirits will once again make donations of $100,000 and $10,000, respectively.
Anne Louise Marquis, Campari America’s Trade Advocacy Lead, comments:
“Bartenders know that a well-made Negroni is about as close to perfection as one can get. With equal parts Campari, gin and sweet vermouth…
…this template has served as inspiration for over 100 years, and while new variations may be created, Campari is always the red heart. There is no Negroni without Campari, and we encourage those of legal drinking age to get out and support the many amazing bars and bartenders across the country, while also supporting our incredible charitable partner, Slow Food!”
HOW TO PARTICIPATE IN NEGRONI WEEK
- Participating Bars/Restaurants:
- Bars and restaurants worldwide can register to participate in Negroni Week at NegroniWeek.com. Deadline to sign-up is Sept. 13 at 12 p.m. PST.
- For Negroni enthusiasts looking to enjoy one of the world’s most loved cocktails, check out the participating Negroni Week bars and restaurants.
- Day of Service: A pinnacle of Campari’s Negroni Week efforts, the brand will again host its Day of Service for the eighth annual year on Tuesday, Sept. 17, encouraging trade volunteers to participate in 50+ nationwide activities, in partnership with the USBG Foundation. Day of Service is more than just an annual event but an important reflection of Campari’s commitment to making a positive impact on the local communities that serve centerfold in the hospitality industry.
- Campari Red Hands: Ahead of Negroni Week, tune into Campari’s social channels to enjoy a cocktail trailer featuring U.S. mixologist icon Tiffanie Barriere‘s unique Negroni creation, as part of the Campari Red Hands program.
- Trade Events: Campari will host trade members at its Campari Academy in the headquarters in NYC and digitally throughout the week to celebrate the iconic Negroni cocktail. Guests can learn from experts like Campari Brand Ambassador Olivia Cerio, Kapri Robinson who recently won the Spirited Award for Best U.S. Bartender of the Year from Tales of the Cocktail Foundation, and industry expert Don Lee.
- Negroni in Times Square: For the first time in the U.S., Negroni fans can experience their favorite cocktail come to life through a shimmering billboard display in the heart of New York City’s Time Square from Sept. 16-22.
- Spirits Network Partnership: Head to the shoppable entertainment platform, Spirits Network from mid-September through November to learn more about the versatility of Campari in the classic Negroni and the variations it has created like the Negroni Sbagliato and Boulevardier.
Individuals looking to participate in Negroni Week in other ways can also enjoy Negroni Week at home by purchasing all necessary ingredients on ReserveBar or Instacart, or checking out the Negroni Week Shop, which features Negroni-inspired items with proceeds going to the Slow Food Negroni Week Fund. Additionally, Campari is running a sweepstakes nationwide until Sept. 30, with five grand prize winners receiving their choice of the ultimate Campari home bar set-up and a Campari Cocktail Kit along with 20 additional winners receiving a Campari Cocktail Kit. Check out CampariSweeps.com and type the keyword: HOMEBAR to enter.
Karen Foley, Imbibe Publisher, shares: “We’re thrilled to work with Campari and Slow Food once again for Negroni Week 2024 in celebration of the iconic Negroni and the global bartending community. We are always so heartened to see bars, restaurants, and cocktail enthusiasts around the world come together in support of Slow Food’s mission to foster a more sustainable and equitable food and drink community, and we look forward to seeing the collective impact on this meaningful cause.”
Stay up to date on everything happening during Negroni Week 2024 by following #NegroniWeek, #Campari, and #NoNegroniWithoutCampari on @CampariUSA and @imbibe, and check out Negroni Week.com for more information. Wherever you celebrate Negroni Week, Campari reminds you to please do so responsibly.
The Negroni Recipe
Ingredients
- 1 part Campari
- 1 part 1757 Vermouth di Torino I.G.P. Rosso
- 1 part Bulldog Gin
- Ice
- Slice of fresh orange
Method
- Pour all ingredients into a mixing glass over ice and stir.
- Strain directly into a rock glass filled with fresh ice.
- Garnish with a slice of fresh orange.
*Drinks International’s 2024 Cocktail Report
