In a bid to raise money for local charities, chosen by on-and off-trade supporters, the week long charity event will aim to raise the popularity of the Negroni.
The event will be held from June 1-June 7 and, previously a US-based fundraiser, aims this year to become a global event by inviting bars, restaurants and pubs across the world to donate $1 to a charity of their choice from every Negroni or Negroni-related product sold.
Despite previously being a US-based event, last year saw over 1,300 bars from 18 countries plus enter, seeing the campaign reach over 86m people worldwide and raise over $120,000. The duo aim to make this year even bigger.
The event taps into the rising popularity of the classic Negroni: a mix of gin, Campari and sweet red vermouth; a drink created by Count Camillo Negroni in Florence in 1920.
As part of the initiative, Campari will be launching a marketing campaign entitled ‘A Drink for Your Cause, Make it Count’ across social media channels, PR and POS in order to promote the event. To kick off the week, Campari and Imbibe will be holding launch events to encourage bars to serve both classic and variations of the Negroni.
Bob Kunze-Concewitz, CEO of Gruppo Campari said: “We are delighted to be teaming up with Imbibe again to continue to support Negroni week. We strongly believe that the ever-increasing demand for more bitter cocktails, and a higher appreciation for classic cocktails such as the Negroni, will support this year’s international expansion as well as Negroni Week’s goal of raising essential money for charitable causes.
“We are looking forward to seeing even more bars, restaurants and retailers sign up as well as consumers get involved by ordering a Negroni!”
Bars and restaurants who would like to be involved can get further information and sign up at: www.negroniweek.com
Participants can also follow #NegroniWeek from March 1 2015 until the end of May.
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