Rapidly becoming one of the nation’s favourite cocktails, the Negroni is being championed by bars and drinks companies.
Gruppo Campari – the owner of one of the core ingredients of the classic drink – is promising to offer “the world’s largest collection of Negroni cocktails” at a pop-up from May 11 to 21.
The brand is taking over the Red Gallery in Shoreditch, London, to create The Negroni Bar, inviting people to “#RediscoverRed”.
Guests will be able to choose from over 30 different combinations and flavours such as the Carpe Diem Negroni, made with Cocchi Barolo Chinato fortified wine and Punico amaro liqueur, and the Tu Vuo Fa L’Americano, mixing Campari with sweet vermouth and pale ale.
The bar, which will also feature classic Campari artwork, will be open Wednesdays to Saturdays from 6pm to midnight.
The popularity of the cocktail has led bartender Leon Dalloway to launch the Negroni Journey, taking consumers around leading London bars to sample five variations on the cocktail and learn about different gins being used to make them.
It builds on the success of his Gin Journey – a gin-focused tour of distilleries and bars. The Negroni Journey costs £60 per person, for 20 people, with the first chauffeur-driven tour taking in 68 & Boston, Polpo, Dry Martini, Merchant House and Aperitivo above the Oliver Conquest.
Other London bars are also championing the Negroni including Bar 45 at Dorchester Collection’s 45 Park Lane hotel. It has introduced a dedicated Negroni trolley (pidtured) offering three variations including an Aged Negroni that has been kept in an American oak barrel for eight weeks.