Raise A Toast To The Timeless Bond Of Campari And Negroni Week This September
News Provided By –
Campari America | September 14, 2023
Campari®, the iconic Italian red aperitif, and Imbibe, the ultimate guide to liquid culture, come together September 18-24 for Negroni Week. For one week only, bars and restaurants around the globe will join forces to celebrate the iconic Negroni, while supporting Slow Food, a global movement of local communities and activists in more than 160 countries.
Since its creation in 1919, Campari has been the red heart and defining ingredient in the classic cocktail. The Negroni’s rise in popularity as the #1 best-selling cocktail worldwide* wouldn’t have been possible without the limitless skill of bartenders sharing their talents across the globe. This year, Negroni Week will usher in the launch of a newly designed Campari bottle arriving stateside this fall, evoking the spirit of Milan and paying homage to the brand’s home and birthplace of the aperitivo ritual.
Negroni Week leverages both the popularity of the cocktail, as well as the power of the bartending community, with Imbibe’s global charity initiative raising more than $4 million for global causes in the past decade. Last year, 10,000 venues participated in Negroni Week, attracting thousands of consumers in over 80 markets, and Campari is looking forward to continuing to collaborate with even more venues this year in support of Slow Food’s Negroni Week Fund.
Slow Food, the official giving partner for the second year, envisions a world where everyone can enjoy food and beverage that is good for them, good for the people who grow it, and good for the planet. With shared Italian roots and interest in a fair food and beverage system, Slow Food, Campari and the Negroni are the perfect pairing.
Slow Food’s Negroni Week Fund will continue to directly support the hospitality community in 2023 and beyond, helping to preserve cultural and biological diversity, promote food and beverage education with knowledge exchange, and foster equity and justice. The inaugural 2022 Slow Food Negroni Week Fund enhanced Slow Food global programs and benefitted 33 local community-led projects, which are leading the transformation of the food and beverage systems in 23 countries worldwide. In North America, the Negroni Week Fund benefitted 11 projects in 2022 including Humble Eats in Virginia, which teaches inner-city youth about fresh produce and ingredients, as well as a farm dinner hosted by Slow Food Denver, raising awareness for a more sustainable food system while providing economic support to farmers. Campari will once again be making a $100,000 donation to kick off fundraising efforts for this important cause.
HOW TO PARTICIPATE
Throughout Negroni Week, consumers will have the opportunity to celebrate cocktail culture and show appreciation for the art of mixology, recognizing the dedication and skill of bartenders to create one of the world’s most iconic and loved cocktails. You can find classic or creative new Negroni offerings at participating bars and restaurants near you.
Ahead of Negroni Week, Campari brought together pairs of top bartenders from across the globe to celebrate the bond between mixology and the classic Negroni with the release of The Timeless Bond Series on YouTube featuring some of the best bartenders from around the world, including Kate Gerwin of New Mexico and Christian “Suzu” Suzuki of San Francisco, both from Netflix’s Drink Masters.
Campari will also host their annual Campari Day of Service in over 50 cities both in person and online. On Tuesday, September 19, Campari encourages the hospitality industry nationwide to get out into their communities to connect, give back and lend a hand. Last year, Campari saw 840 volunteers in 47 cities and this year, Campari has hit 900 volunteers and counting nationwide. Campari will also be hosting trade kick off events on Monday, September 18 for members of the industry in LA, NYC and Miami, as well as a special virtual class for trade members through the Campari Academy. “Thinking Inside the Negroni Triangle“, hosted by Campari Brand Ambassadors Alex Negranza and Olivia Cerio, will explore how constraint inspires creativity. The class – held online Monday, September 18 in celebration of Negroni Week – will demonstrate how three simple ingredients can yield infinite variations.
Consumers can craft an iconic Negroni at home by ordering the necessary ingredients – Campari, 1757 Vermouth di Torino Rosso and Bulldog Gin – through Drizly, ReserveBar and Instacart. For Negroni aficionados, The Negroni Week Shop is once again filled with a variety of creative vendors offering Negroni-inspired items all giving back to the Slow Food Negroni Week Fund.
Campari, the iconic, unforgettable Italian red spirit sitting at the heart of some of the world’s most famous cocktails. Campari was founded in Milan in 1860 by Gaspare Campari, and pioneered by his son, Davide, who created something so distinctive and revolutionary that its secret recipe has not been altered since. Vibrant red in color, Campari’s unique and multi-layered taste is the result of the infusion of herbs, aromatic plants and fruit in alcohol and water. As well as being unique and distinctive, Campari is extremely versatile, offering boundless and unexpected possibilities. As a source of this passionate inspiration since its creation seen through its founders’ creative genius, artists in different fields and the world’s best bartenders, Campari stimulates your instincts to unlock your passions, inspiring limitless creations.
ABOUT THE NEGRONI
It was around the year 1919 in Florence when Count Camillo Negroni contemplated ordering an Americano cocktail, but decided it was time for a change. He requested it with a touch of gin instead of soda, inspired by his last trip to London and its prevalent gin scene. The bartender was pleased to honor Count Camillo Negroni’s request and added an orange garnish rather than the lemon wedge of the Americano to signify the new drink he had created. In Florence, the Count’s ‘usual’ became known as Count Negroni’s Americano, or the “Americano with a touch of gin”, and the Negroni was born. The Negroni is now one of the most famous contemporary classic cocktails. Anywhere you go in the world, you will find a mixologist who can make you the iconic Negroni. The original recipe, the perfectly balanced combination of equal parts of Campari, Red Vermouth and London Dry gin, is almost a century old and continues to be enjoyed today. The same classic recipe can also be enjoyed in the Campari Negroni Ready to Serve, an offering for cocktail aficionados to enjoy an expertly crafted cocktail at home or on-the-go. The International Bartenders Association (IBA) lists Campari as an official ingredient of the Negroni, and thus, there is no Negroni without Campari! For more information visit www.campari.com.
ABOUT CAMPARI GROUP
Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. Global Priorities, the Group’s key focus, include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. The Group’s growth strategy aims to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses. Headquartered in Sesto San Giovanni, Italy, Campari Group owns 23 plants worldwide and has its own distribution network in 25 countries. The Group employs approximately 4,300 people. The shares of the parent company, Davide Campari-Milano N.V. (Reuters CPRI.MI – Bloomberg CPR IM), have been listed on the Italian Stock Exchange since 2001.
For more information: http://www.camparigroup.com/en.
ABOUT CAMPARI AMERICA
Campari America LLC is a wholly owned subsidiary of Davide Campari-Milano N.V. Campari America has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Campari America manages Campari Group’s portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Grand Marnier®, Campari®, Aperol®, Wild Turkey® Kentucky Straight Bourbon, American Honey®, Russell’s Reserve®, The Glen Grant® Single Malt Scotch Whisky, Forty Creek® Canadian Whisky, BULLDOG® Gin, Cabo Wabo® Tequila, Espolón® Tequila, Montelobos® Mezcal, Ancho Reyes® Chile Liqueur, Appleton® Estate Rum, Wray & Nephew® Rum, Coruba® Rum, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®, Averna®, Braulio®, Cinzano®, Mondoro® and Jean-Marc XO Vodka®.
Imbibe is multi-platform drinks destination, combining an award-winning print and digital magazine, website, podcast, newsletter, social media, books, and events, including Negroni Week. For more information, visit imbibemagazine.com and follow @imbibe and #imbibe.
ABOUT SLOW FOOD NEGRONI WEEK FUND
In September 2022, Slow Food was chosen as the official giving partner of Negroni Week, a global fundraising initiative presented by Imbibe and Campari to promote the power of food, beverage, and hospitality. Slow Food and Negroni Week joined forces to promote common values of cultivating community, fostering equity and justice, and seeking a better world for all through food and beverage. In 2022, in the framework of the Negroni Week, Imbibe and Campari selected Slow Food as its charitable giving partner for Negroni Week, directing all funds raised toward the vast and diverse networks and programs within the movement. This partnership nourishes heritage and local diversity to support emerging leaders and solutions for the future.