How are on-trade brand partnerships evolving?
The rise in demand for experiential drinking experiences is driving premium brands to rethink how they engage consumers, which is prompting a change in how the on- and off-trade collaborates.
At a time when the hospitality industry is working harder than ever to entice guests into bars, UK bar group The Alchemist and bitter apéritif brand Campari have joined forces to create a space that goes beyond traditional partnerships – moving away from simple menu inserts or branded points-of-sale to a fully branded bar within a bar.
In February, The Alchemist, a bar chain renowned for its theatrical cocktails and immersive experiences, set out to ‘redefine the cocktail landscape’ with the opening of its latest venue, located in Monument within the City of London.
Within the 5,549 square-foot space, The Alchemist Monument has created the UK’s first Negroni Bar by Campari, which offers an innovative tribute to the iconic brand. It also cements The Alchemist as the home of Campari in the UK, with the site described as an homage to the ‘bold elegance’ of the Italian brand.
Drawing inspiration from the brand’s rich Italian heritage and ‘unmistakable red allure’, the bar’s design is sleek and sophisticated. Campari-red lighting casts a glow across the space, while red-tinted mirrors create dramatic reflections, and neon signs celebrate the timeless Negroni. There really is no mistaking the affiliation.
Speaking exclusively with The Spirits Business, Marina Santos, consumer, channel and customer marketing director for Campari Group UK, notes that The Alchemist was a natural fit for Campari on account of its reputation for being an industry leader for innovative cocktail creation. “Beyond its consumer appeal, The Alchemist has a long-standing reputation of nurturing the best talent in the industry, with many of today’s leading bartenders having been a part of their training programme. For us, that kind of influence has a long-term ripple effect in the trade, which is exactly what we’re looking for in a partnership.”
Similarly, Simon Potts, CEO of The Alchemist, tells The Spirits Business that Campari was also the perfect fit for the new bar space. “The beauty of this partnership is that it works on a number of levels; firstly – and perhaps most importantly – it’s allowed us to create a permanent and visceral testament to the long-standing relationship that we have enjoyed with the Campari team over the past 10 years. We also felt that the iconic Campari branding and colour ways would work beautifully and in concert with the cosmos-informed design we’d created for the Monument venue.
“Finally – and as ever, form is nothing without function – we knew that the interesting blend of City workers and overseas tourists would respond strongly to the bespoke Negroni range.”
Consumer demands
The approach to this particular partnership signifies an interesting development in the bar-meets-brand dynamic.
In contrast to pop-up activations, which often last for only a season, or in some cases only a couple of weeks, Santos explains that establishing a permanent bar space has offered Campari the chance to create a more meaningful and enduring connection with guests. “With the flexibility to evolve through seasonal menu changes and a rolling programme of activity – especially around key moments like Negroni Week – the space stays fresh, relevant, and engaging year-round. It also helps build long-term brand loyalty.”
In addition, Potts notes that having a sense of permanency and purpose helps to underline the quality of the immersion into the culture and heritage that a brand like Campari carries.
He adds that partnerships have always had an important symbiotic role to play between brand owners and bar operators, by marrying new product development and heritage for the ever more demanding consumer. “We’ve had some great success in this regard through activations and menu collaborations. Our guests want playfulness and opportunities to interact with products – both online and in venue.”
As such, it appears the key driver for this change in collaborative approach comes from a change in consumer desires. The demand for experiential experiences has increased in recent years, as consumers look for added value from their venue visits.
Santos shares that “it’s becoming increasingly important for premium drink brands to engage with hospitality spaces that offer a holistic experience, going beyond simply serving a drink. Today’s consumers – especially younger, digitally savvy audiences with wider social networks – seek immersive and memorable moments.
“Experiential drinking has redefined how brands engage with consumers, going beyond traditional advertising to creating memorable, multi-sensory moments. Audiences today are looking for something deeper, something that connects emotionally, and that’s where Campari’s cultural legacy gives it a real edge.”
Both Santos and Potts suggest the ‘something deeper’ that consumers are looking for is additional storytelling, which Santos confirms is at the heart of the Campari brand. “It’s how we connect heritage with the here and now. As a brand deeply rooted in Italian artistry and culture, storytelling allows us to bring our world to life in ways that feel personal and memorable. For today’s consumer, it’s not just about the drink; it’s about the story behind the serve, the history, the ritual, and the feeling it evokes.”
Meanwhile, Potts believes that storytelling is perhaps more relevant than authenticity. “We’ve always put strong narratives around our drinks; in fact, we encourage our bartenders to garnish their drinks with a smile – engaging with the guest over how to activate the cocktail, or when to start filming during the serve to capture the best smoke and mirrors. Social media obviously plays a huge role in [The Alchemist’s] identity and influence – creating contemporary anecdotes for each and every visit.”
“Drink menus and bar spaces are incredible canvases for storytelling,” Santos adds. “They let guests step into the world of a brand and experience it beyond the glass. With something as iconic as the Negroni, every detail, from the ingredients to the design of the space, adds emotional resonance. It’s that immersive quality that helps build a lasting connection.”
Celebrating the Negroni
So, how have the two companies come together to specifically tell the story of The Negroni Bar?
Campari and The Alchemist jointly designed the space to become a ‘living, breathing expression’ of Campari. Santos explains that the environment needed to reflect the quality, creativity, and culture of the brand. “It’s how we invite people into our world and make them want to stay. The right setting can turn a great cocktail into a meaningful moment.”
Working collaboratively, they ensured the space captured the bold, creative spirit of Campari while staying true to The Alchemist’s unique identity, which resulted in a visually striking, sensorially rich environment that feels both authentic to both brands and exciting. This, Santos says, has made for “a true celebration of the Negroni.”
And, of course, the Negroni is the centre of this collaboration – a serve chosen for its ability to perfectly align with the venue’s “blend of classic Italian elegance and Alchemical magic”.
Santos explains that the partnership provides the perfect platform to innovate the classic Negroni, incorporating twists that reflect cultural and local trends while staying true to the brand’s heritage. “Ultimately,” she says, “this brings fresh energy to the brand and creates exciting, innovative ways to engage consumers with one of Campari’s most iconic serves.”
Santos also notes that as a bartender favourite and the base of the iconic Negroni, “Campari embodies a rich heritage of some of the most influential cocktails in the world. Its growing popularity across generations, particularly among Gen Z, who are rediscovering and embracing classic cocktails, perfectly aligns with The Alchemist’s approachable and theatrical offering to cocktails that resonates with all demographics,” she says.
But the Negroni isn’t for everyone. It was down to The Alchemist’s team to ensure that the menu is approachable for all its guests, while not losing sight of the serve at the heart of the collaboration.
Potts shares that the team “started with a stone-cold classic cocktail that hits a lot of contemporary tasting notes – a drink that is enjoying a renaissance and a lot of airtime more recently.” But beyond that, they looked to range out the offer to cover the broader base through accessible and familiar serves such as the Campari Spritz and the Negroni Sour.
“Of course, we had to introduce a little theatre (and science!) so the Pressurised Negroni has been a popular option,” he says. “And, finally, we wanted to make the offering inclusive to all, so the introduction of the No-groni – a brilliant but entirely alcohol-free variation of the classic version – has gone down beautifully.”
Santos adds that by redeveloping this signature cocktail, The Alchemist has created a strong, recognisable identity that ties together the ambience, music, and social scene. “The varied Campari serves offer something for everyone, allowing customers to associate the bar with both the drink and the sophisticated experience it provides.”
But, ultimately, Santos says, hospitality is more than just the drinks: “It’s the full experience from the moment they enter the venue, building memories, moments, and loyalty. For premium drink brands like Campari, being part of this experience is no longer just a luxury, but a necessity in the modern drinks market.”
Looking for more places to drink a Negroni in London? Try one of these bars.
Related news
