Campari: Celebrating Equal Parts Cocktails, Charity and Creativity for Negroni Week 2018

Campari, an alcoholic liqueur, increased sales across the US by launching a seven-day event that encouraged bars and restaurants to create their own Negroni cocktails and donate the proceeds to charity.

Saddle Up to the Bar and Let Us Tell You About Negroni Week...

As classic cocktails returned to fashion, Campari needed a way to lead the resurgence amidst flat sales of the bitter liqueur. Though globally the brand focus was on fashion and the arts, the U.S. team knew local bartenders drove cocktail consumption. We took a risk and developed a multi-year grassroots on-premise effort that appealed to bartenders' creativity and community spirit to celebrate and fuel sales of a 100-year-old drink: the Negroni.

Why the Negroni? Simple: As the quintessential Campari cocktail,it requires only...

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