Campari, Italy’s iconic red bittersweet apéritif, has joined forces for a third year with Imbibe magazine to present Negroni Week, a seven-day charity initiative focusing on the popular bittersweet Negroni to raise money for local causes, chosen by on- and off–trade supporters.
This year’s event looks to build on last year’s international reach, in which more than 3,500 bars and restaurants within 44 countries participated.
Negroni Week 2016 will run from June 6 to 12. Bars, restaurants and retailers will be encouraged to donate $1 of sales from all Negroni cocktails or Negroni–related products to a charity of their choice; tapping into the rising demand for the classic Negroni – an iconic mix of Campari, gin and sweet red vermouth created in Florence around 1919 by Count Camillo Negroni.
In 2015, Australia was in the top three countries that supported in Negroni Week, with 220 participating venues nationwide raising a combined total of $16,272, the second highest amount globally.
Much of last year’s success can also be attributed to a significant increase in social media activity by bartenders and consumers across the world. On Twitter, more than 159,000,000 impressions were achieved.
Following last year’s success, the official website, Negroniweek.com, has been redesigned and includes a new multilingual functionality and updated news, events, charity and recipe sections.
Supporting the on- and off–trade channels to get involved, as well as to target consumers, Campari will once again invest in a 360° marketing campaign, entitled ’There’s no cheers without a cause‘, including PR, POS, display and social media to ensure maximum reach, while playing on Campari’s protagonist role.