Like us, you may have heard the name and wondered exactly what goes into a Negroni, and what what has made this drink one of the world’s most popular cocktails. Now’s your chance to find out as Campari launches #NegroniWeek for the seventh year running, joining forces for charity with Imbibe, as the iconic cocktail celebrates 100 years in existence.
The celebration runs from June 24-30 in bars, restaurants and retailers around the world, dedicated to celebrating the crimson-red cocktail with the common goal of raising money for charitable initiatives. With the trend for classic and contemporary cocktails at an all-time high, and the Negroni being one of the world’s most popular cocktails, this year’s Negroni Week is shaping up to be the best yet.
Negroni Week launched in 2013 with about 100 participating bars, and last year’s event welcomed the involvement of nearly 10,000 venues in 87 countries, raising $585,000 for charitable causes in 2018, contributing to a total of nearly $2 million raised since the initiative began.
Activities will commence in Florence, the birthplace of the Negroni, on June 24, triggering a series of charity events due to take place around the world to honour the cocktail. International bartenders will gather from around the world to prepare their interpretations and twists on The Negroni in Florence.
It was in the city of Florence, in Caffé Cassoni, that the first iteration of the Negroni was created 100 years ago for the renowned Count Camilo Negroni after he asked bartender Fosco Scarcelli to strengthen his favourite cocktail – the Americano – by replacing soda water with a splash of gin. Scarselli added an orange slice as garnish, rather than the usual lemon twist, and from this moment, the Negroni was born.
“Campari is delighted to be the presenting sponsor of Negroni Week, partnering with Imbibe once again to bring the world together for a good cause, all the while toasting with a Negroni,” says Andrea Neri, Managing Director, Italian Icons, Gruppo Campari. “We have seen the success of our initiative grow so fast, and I cannot wait to see what 2019 has in store. It’s a special year for Campari, as we celebrate our signature serve and the 100 years of history, already portrayed in this year’s Campari Red Diaries film ‘Entering Red’, an ode to the Negroni cocktail starring Ana de Armas and directed by Matteo Garrone.”
Now a globally beloved contemporary classic, the Negroni cocktail has been voted as the second most popular cocktail in the world and is listed as the one of the main ingredients in the prestigious IBA Official Drink List.