Campari has teamed up with Imbibe magazine for the 12th annual Negroni Wee, taking place this Sept. 16-22, 2024.
The #1 best-selling classic cocktail* – the Negroni – will be celebrated globally to support Slow Food, a worldwide movement of local communities and activists in over 160 countries.
The classic Negroni has a storied history from its Italian origin in 1919, when the Count Camilo Negroni asked bartender Fosco Scarselli to strengthen his favorite cocktail – the Americano – by replacing soda water with a splash of gin. Adding an orange slice as garnish, rather than the usual lemon twist, the Negroni was born and stands today as a classic staple in bars and restaurants worldwide, thanks to the support from bartenders and its perfect blend of simplicity and sophistication. Since its inception, Campari’s bitter, distinctive taste and unmistakable, vibrant red color have been at the heart of the iconic Negroni. As the only branded ingredient in the official Negroni recipe by the International Bartenders Association, there truly is no Negroni without Campari.
Imbibe’s commitment to charitable giving led to the launch of Negroni Week in 2013 with Campari, and has since raised $5 million thanks to the participation of bars and restaurants worldwide. This year, in collaboration with Official Giving Partner Slow Food, Negroni Week aims to collaborate with even more venues than ever before to benefit the Slow Food Negroni Week Fund, which aids in preserving cultural and biological diversity, promoting food and beverage education, and advocating for equity and justice globally.
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 in 2024, Campari and Southern Glazer’s Wine and Spirits will once again make donations of $100,000 and $10,000, respectively.
Anne Louise Marquis, Campari America’s Trade Advocacy Lead, comments: “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!”
To participate, bars and restaurants worldwide can register to participate in Negroni Week at NegroniWeek.com.
A pinnacle of Campari’s Negroni Week efforts, the brand will again host its Day of Service for the eighth annual year on Tuesday, Sept. 17, encouraging trade volunteers to participate in 50+ nationwide activities, in partnership with the USBG Foundation. Day of Service is more than just an annual event but an important reflection of Campari’s commitment to making a positive impact on the local communities that serve centerfold in the hospitality industry.
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 with proceeds going to the Slow Food Negroni Week Fund.
