The Negroni, the most widely consumed cocktail in the world, has been crowned the ‘World’s Best Selling Classic Cocktail 2024’ by the influential industry magazine Drink International for the third consecutive year.
As if to reflect its popularity, a dedicated global event is held annually. ‘Negroni Week,’ a collaboration between the Italian liqueur brand Campari and the American bar culture magazine Imbibe, is now in its 12th year. The event donates a portion of its proceeds to charity, having raised $600,000 last year from over 80 countries, highlighting its significant charitable impact.
This year, ‘Negroni Week’ has already expanded to 12,000 participating venues, and we’re excited to delve deeper into the enduring appeal of the Negroni and this celebrated event.
The Negroni: A Timeless Favorite
The Negroni was created in Italy in 1919 at the historic Florence restaurant ‘Caffè Casoni.’ The story goes that Count Camillo Negroni, a regular at the establishment, requested a splash of gin instead of soda in his Americano. This simple yet perfectly balanced recipe, mixing equal parts Campari, vermouth, and gin, turned out to be a major innovation in the cocktail world.
Given its distinguished origins with a count, it’s no wonder the Negroni has been beloved by many notable figures. James Bond enjoys a Negroni in the film ‘For Your Eyes Only,’ and Audrey Hepburn, who sipped the cocktail during the filming of ‘Roman Holiday,’ made sure to serve it at her home parties. Its striking red color and unforgettable taste have contributed to its everlasting popularity, and over time, the Negroni solidified its place as a fashion icon in the world of cocktails.
Naoto Ogawa, Brand Ambassador for Campari Group
The Negroni is also gaining traction in Japan, with a record 312 venues participating in Negroni Week this year. Naoto Ogawa, Brand Ambassador for Campari Group, expects the trend to continue growing.
“Recently, the appealing bitterness of the Negroni seems to be catching on more and more in Japan. Its simple recipe and versatility are key reasons for its long-standing popularity. Bartenders can tweak it by using different spirits or local ingredients, allowing people to discover their own perfect Negroni.” — Naoto Ogawa
A Negroni can be made with a base of whiskey, rum, wine, or even shochu. As long as it combines Campari with a spirit in a rock-style fashion, it can still be called a Negroni. Some people also prefer not to overly mix the ingredients, savoring the evolving flavors as they drink. With endless ways to be enjoyed, customizing your own Negroni adds an extra layer of enjoyment to your bar experience.
The Ritz-Carlton Tokyo Presents Menus Crafted by Renowned Bartenders
One of the bars participating in Negroni Week is ‘The Bar’ on the 45th floor of The Ritz-Carlton Tokyo. Offering stunning views of Tokyo from its high-rise location, it features a luxurious setting with live piano music from the water-stage lounge.
Hotel bars have a unique reason for participating. “The Negroni is often enjoyed as an aperitif, and since hotel bars open early, many guests have a Negroni during twilight or stop by before their meal,” says Head Bartender Kentaro Wada.
Naoto Ogawa from Campari Group and Yūya Nagamine from The SG Club
At ‘The Bar,’ where Negronis are a regular feature, a special event was held ahead of Negroni Week, showcasing unique Negroni cocktails created by two guest bartenders.
Yūya Nagamine, Beverage Director of the acclaimed bar group ‘The SG Club,’ crafted two standout Negronis: the ‘Purple Potato Negroni’ and the ‘Caprese Fizz.’ The Purple Potato Negroni, inspired by Nagamine’s Kagoshima roots, uses sweet potato shochu as its base. It features purple sweet potatoes with yogurt-like notes, combined with cacao butter, beets, berries, and Campari. The earthy beets complement the sweet potato flavor, evoking a sense of soil, while the sweetness and acidity give it a profile reminiscent of New World red wine. It’s an innovative cocktail that is also a great choice for wine enthusiasts too.
Purple Potato Negroni
Additionally, Naoto Ogawa, brand ambassador for Campari Group, also presented two special Negronis: the ‘Milano-Tokyo’ and the ‘Da Vinci Sling.’ These cocktails blend the flavors of Italy and Japan. The Milano-Tokyo features a sweet and slightly bitter cherry blossom aroma with a mix of herbal liqueurs and gin that highlight Japanese taste profiles. Shaken and then decanted to enhance its aroma, this Negroni offers a smooth texture and delicate taste that masks its high alcohol content, making it a refined and sophisticated choice.
Milano-Tokyo – ¥3,600
Naoto Ogawa’s Milano-Tokyo will be the signature Negroni at The Ritz-Carlton Tokyo. It will be available throughout ‘Negroni Week’ and will remain on the menu afterward. This is a perfect chance to enjoy one of the finest Negroni in one of Tokyo’s premiere luxury venues.
Negroni Week: September 16-22
Negroni Week, celebrated in over 80 countries, is also making its mark in Japan with 312 participating venues this year. The Negroni Week Campaign in September will showcase this beloved cocktail nationwide, invigorating the bar scene across the country. A portion of the proceeds will support the Slow Food Association, an Italian organization tackling various food-related challenges.
Check out the list of participating venues here:
https://camparijapan.com/negroni/
