Bars, pubs and restaurants in the UK will for the first time be officially taking part in the global Negroni Week in June, celebrating the classic cocktail and raising money for good causes.
Now in its fifth year, the week-long international initiative run by Campari will take place from June 5 to 11, involving both the on-trade and retailers.
First launched in 2013 with around 100 participating bars, 2016 saw Negroni Week expand significantly with participants from over 60 markets signing up from countries as far-reaching as the USA, Italy, Germany, Australia, New Zealand and Singapore.
Now that it has extended to Britain for the first time, Campari UK is now urging bars, pubs and restaurants to sign up by visiting www.negroniweek.com before Thursday June 1, 2017.
Participating bars and restaurants can choose from a curated list of some of the most popular 42 charities from the last two years of the initiative, while also making an upfront donation of at least US$25, or £20, to confirm their involvement.
Participating bars will be able to download dedicated supporting materials from the website, helping them create their own activities for Negroni Week.
To promote support from the on- and off-trade channels, as well as to target consumers, Campari will once again invest in a dedicated Negroni Week marketing campaign including PR, point-of-sale materials, display and social media to ensure maximum reach. Activity will champion Campari as the essential ingredient in a Negroni.
Negroni Week is supported on social media including @Campari on Facebook, @CampariUK on Twitter, @CampariUK on Instagram and the #NegroniWeek hashtag. Social media content will centre on the theme “How to Negroni Week”, with tips on how best to prepare in the lead-up to Negroni Week, while also sharing tips and tricks to make the most of the week itself and raise as much money as possible.
A series of bar-based events will include guest bartending sessions led by some of the world’s most renowned bartenders, many of which featured in the launch of Campari Red Diaries earlier this year.
The Negroni, made with equal parts Campari, gin and red vermouth, is most commonly thought to date back to 1919 in Florence when Count Camillo Negroni contemplated ordering an Americano 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 honour 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”. The International Bartenders Association (IBA) lists Campari as an official ingredient for the classic Negroni. Whole books have been written about the drink including Gary Regan’s The Negroni: Drinking to La Dolce Vita, with Recipes & Lore.
Pictured: Last year’s Negroni Bar in Shoreditch, London, from Campari (Charlie Davies Photography)