Campari launches Negroni in the UK

Campari Negroni, a new readily-crafted cocktail, made up of a simple blend of Campari, London Dry Gin and Vermouth Rosso, is now available in the UK.

The new Campari Negroni 70cl bottle’s design is similar to the original Campari bottle and emphasises the cocktail’s premium ingredients and heritage. The label is designed to show Campari’s timelessness and expertise, bearing the image of the drink’s founder, Count Camillo Negroni.

Nick Williamson, marketing director for Campari UK said: “We are delighted to add Campari Negroni to our drinks offering: all Negroni fans and their friends will be able to enjoy a perfectly balanced Negroni straight from their drinks cabinet in total relaxation: the only effort will be to pour this delicious readily-crafted cocktail into a glass, filled with ice and garnished with a slice of orange – exactly the way the Count did almost a century ago.”

Meanwhile, CGA research has revealed that there has been an increase in the demand for bitter drinks, with Aperol Spritz and Negroni, – where Campari is the key ingredient – spearheading the aperitif trend. The report found that it was the second and third most popular drinks for high-end consumers in London, behind gin and tonic.

Out of 100 of London’s most influential bars visited as a part of the research, the report also found that Campari is the brand most likely to appear on menus. The research discovered that Aperol is the most distributed liqueur and speciality brand in these outlets, followed by Campari at number two.

Pietro Mattioni, managing director of Campari UK, said: “The Aperitivo moment is a ritual, where friends gather to toast with Aperol Spritz or a Negroni with nibbles at the end of the working day. It’s a pleasure to see this traditional Italian celebration continuing to grow as a trend in London, a city renowned as one of the world’s most forward-thinking cocktail destinations.”

Campari UK celebrated the rise of the Aperitivo last week at the company’s UK head office at The Shard. The Aperitivo celebration culminated with Loris Contro, Italian brands ambassador for Campari UK, preparing an exclusive vintage Negroni, with bottles of Campari, Vermouth Rosso and Gin from 1960 to honour the heritage of the cocktail and its inventor, Count Camillo Negroni.

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