Celebrating Campari’s Support During Slow Food Negroni Week and Beyond

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, 2024.

Known as the iconic Italian cocktail, Negroni is made with a vibrant red spirit, Campari. Founded in Milan in 1860, by spirit pioneer Gaspare Campari and his son Davide, this distinctive aperitif is featured in some of the world’s most famous cocktails.

Photo courtesy of Campari

Campari’s unique and multi-layered taste is the result of the beautiful infusion of herbs, aromatic plants and fruit in water and alcohol. The world’s best bartenders continue to make a variety of creative cocktails to appeal to imbibers.

The iconic Negroni. Photo courtesy of Compare.

The iconic Negroni. Photo courtesy of Campari

ABOUT THE NEGRONI

It 1919, in the beautiful city of Florence, Italy, Count Camillo Negroni requested his ‘Americano’ cocktail. It was comprised of equal parts . Having just returned from a trip to London where he enjoyed the prevalent gin scene, the Count asked the bartender to make a cocktail with a touch of gin instead of soda. The bartender enhanced this drink even more by adding an orange garnish, rather than the lemon wedge of a Americano, to signify he had created. This new twist became Count’s Negroni’s ‘I have my usual’ and soon was shortened to just a Negroni.

Today, the Negroni is one of the most loved cocktails in the world’s best bars, boasting a perfect balance of equal parts Campari, gin and sweet vermouth. It offers notes of appealingly floral essence with a touch of herbal orange zest. The first sip is pleasantly bitter, yet ends with an enchanting velvety orange aftertaste.

Photo courtesy of Campari

The International Bartenders Association (IBA) lists Campari as an official ingredient of the Negroni. Imbibe Magazine, the ultimate drink magazine, has collaborated with Campari in the launch of Negroni Week. Together they have raised $5 million, thanks to the participation of bars and restaurants worldwide.

Karen Foley, Imbibe Publisher stated, “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.“

This year they are collaborating again with the Official Giving Partner Slow Food, Negroni Week. They aim to raise money again to help preserve cultural and biological diversity, while promoting food and beverage education, and advocating for equity and justice globally.

Last year 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, both Campari and Southern Glazer’s Wine and Spirits will once again make donations of $100,000 and $10,000, respectively in 2024. Anne Louise Marquis, Campari America’s Trade Advocacy Lead said “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!”

Here’s How To Participate in NEGRONI WEEK

Negroni enthusiasts looking to enjoy one of the world’s most loved cocktails, can check out the participating Negroni Week bars and restaurants participating.

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.

Photo courtesy of Campari

Spirits Network from mid-September through November will help Negroni fans 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. Proceeds will go to the Slow Food Negroni Week Fund.

Campari is also running a sweepstakes nationwide until Sept. 30, with five grand prize winners receiving their choice of the ultimate Campari home bar set-up. They also will give 20 additional winners a Campari Cocktail Kit. Check out CampariSweeps.com and type the keyword: HOMEBAR to enter.

Here’s how to make your own iconic Negroni at home: