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Campari rolls out bottled Negroni
By Annie HayesCampari is targeting at-home drinking in the UK with the launch of Campari Negroni, its new “readily-crafted” cocktail.
The Negroni cocktail was created in Florence in around 1919 by Count Camillo NegroniThe brand aims to remind consumers that “there is no Negroni without Campari” with its new bottled offering, which combines Campari, London dry gin and vermouth rosso in equal measures and calls only for the addition of ice and a slice of orange.
The iconic combination was created in Florence in around 1919 by Count Camillo Negroni, and in recent years has enjoyed a revival led by a growing interest in bitter drinks.
The Campari Negroni is said to offer the “perfect balance” of the cocktail’s juniper notes and spiced herbal aromas.
“Developing bitterness” on the palate with “sweet citrus flavours” creates a “long, lingering finish”.
The new bottle follows the same format as the original Campari bottle, and is finished with a label bearing the image of the drink’s founder under the Campari name.
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.”
Campari Negroni will be available from 14 November 2016 in a 700ml bottle with an RRP of £19 in Waitrose stores nationwide.