Campari celebrates 100th birthday of the Negroni

April 15, 2019
By Alana House

One of the world’s most popular cocktails – the Negroni – celebrates its 100th birthday this year.

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.

Over the last 100 years, the Negroni has stood the test of time to achieve cult status.

When Drinks International released its annual list of the world’s best-selling classic cocktails in its January issue – asking 127 of the best bars in 38 countries around the world to vote – the Negroni came out at No.2.

Campari is marking the centenary with “N100”, featuring celebrations around the world and key events taking place in Florence during Negroni Week, to commemorate the place where the curious soul of a Campari connoisseur gave birth to the cocktail.

In just a few months, bars and restaurants will once again join forces to celebrate the cocktail while raising money for charitable causes. Negroni Week 2019 will take place from June 24. Venue sign-ups will open at the end of April.

Negroni Week kicked off 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.

To celebrate the 100th anniversary of the classic cocktail, award winning Italian filmmaker Matteo Garrone has also directed a short film for Campari called Entering Red

Bob Kunze-Concewitz, Chief Executive Officer of Campari Group said: “In what marks a truly exciting year in the history of Campari, we are thrilled to announce the brand new Campari Red Diaries short movie in celebration of the centenary of the Negroni. The movie takes viewers on a journey into the world of Campari through the lens of the inspiring Ana de Armas, ending in an iconic celebration: N100, a hundred years of Negroni. With his incredible filming style and poetic approach, there really is no better director to bring it to life than the talented Matteo Garrone. As our mantra, ‘Every cocktail tells a story’, we are excited to tell the story of the Negroni and kick-start a year of celebrations alongside some of the best bartenders from around the world who share our passion. We hope the movie inspires you to ‘Enter the Red’ and join the world of Campari in celebration.”

Watch it below:

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