Campari reschedules UK Negroni Week
Aperitivo brand Campari has confirmed that Negroni Week will now take place in the UK on 3-9 October 2022.
The aperitivo brand put all marketing activities in the UK on hold in the days following the Queen’s death on 8 September, including the week-long annual celebration of the Italian cocktail.
Brad Madigan, managing director Campari Group UK, commented: “At Campari, we are proud and passionate about making a difference, building upon the value raised during Negroni Week for charitable causes since 2012.
“Whilst it felt appropriate to postpone Negroni Week in the UK, out of respect for Her Majesty the Queen, we are looking forward to being able to celebrate the landmark occasion of the 10-year anniversary with Negroni lovers across the country.”
Over the past decade, Negroni Week has raised more than US$3 million for charitable organisations.
For this landmark year, the initiative has shifted to welcome a new single official giving partner, Slow Food, a global movement of local communities and activists that envisions ‘a world where everyone can enjoy food and beverage that is good for them, good for the people who grow it, and good for the planet’.
The funds raised during Negroni Week will directly support Slow Food’s international projects, while also supporting the hospitality community, the preservation of cultural and biological diversity and the promotion of food and beverage education and knowledge exchange.
To further mark the milestone, Campari has relaunched its cocktail book Negroniology, which features ’17 innovative takes on the enduring classic serve’, from some of the world’s best bartenders.
Campari has also partnered with luxury British menswear brand Percival to launch a limited edition capsule collection.
The collaboration mixes ‘the hottest trends in the canon of menswear and athleisure’ to create a selection of high quality, stylish garments.
Percival has drawn inspiration from Italian après sport, through the eye of contemporary menswear, in order to represent the heritage and iconography of the Campari brand.
Percival will donate £1 (US$1.13) from every purchase of the collection to Slow Food.
A hotel in Thailand recently achieved the Guinness World Record for its supersized version of a Negroni.