Campari has been marking the centenary of the Negroni this week with celebrations around the world. But the moment closest to its heart has been a special event in Florence.
The iconic cocktail was born in 1919 when Count Camillo Negroni entered a bar in Florence and asked for an Americano with gin instead of soda water, inspired by a recent trip to Britain.
The pinnacle of the 100-year celebration took place where it all began. Following an initiative by Gabriele Maselli, Florence’s Chairman of Historical and Traditional Practices, an exclusive plaque was unveiled on the walls of the former Café Casoni, where the first Negroni was served to the Count in 1919.
Guests in attendance included Count Negroni’s grandchildren, Pier Lamberto Negroni Bentivoglio and Paolo Andalò Negroni Bentivoglio (below).
Maselli said: “The city of Florence is steeped in history, and being home to a number of world-famous establishments created to offer the perfect environment to enjoy the Italian lifestyle, it is only fitting that it’s the birthplace of the legendary drink that is the Negroni.
“We’re so pleased to be marking this centenary as we unveil a new plaque on the walls of the former Caffé Casoni – we look forward to welcoming people from around the globe to visit this space and pay tribute to such a memorable drink.”
Reflecting on the centenary, Pier Lamberto Negroni Bentivoglio and Paolo Andalò Negroni Bentivoglio said: “It is amazing to see the legacy of our grandfather live on as people from all over join us with Campari, the essential ingredient of the Negroni, in Florence to toast to an iconic cocktail fit for an iconic man.
“We are glad to see the cocktail rise to such popularity today and, are even more pleased to see the good it has brought, being associated to the celebratory event with a charitable cause that is Negroni Week.”
Negroni Week was born in 2013 as a chance to celebrate the cocktail and raise money for charities around the world. From 2013 to 2018, it has grown from about 120 participating venues to almost 10,000 venues around the world, and to date, they have collectively raised about $2 million for charitable causes.
The winners of the Campari Bartender Competition 2019 – pictured above and below – from around the world travelled to Locale bar in Florence to mix Negronis as part of the celebrations.
It’s not too late to celebrate N100 in Australia. Click here for more information on Negroni Week events.