The global cocktail community is raising its glasses once again as the 12th annual Negroni Week prepares to kick off from 16 to 22 September 2024. This year’s event, a collaborative effort between iconic Italian aperitif brand Campari and liquid culture magazine Imbibe, will see bars and restaurants across 160 countries, including Malaysia, celebrate the timeless Negroni cocktail while championing charitable causes.
The 2024 edition of Negroni Week draws inspiration from the world of cinema, highlighting both the theatrical nature of bartending and Campari’s longstanding connection to the film industry. This theme resonates particularly well with Campari’s official partnership with the prestigious Cannes Film Festival, a relationship that began in 2022 and continues to flourish.
The Negroni’s story began around 1919 in Florence, when Count Camillo Negroni, inspired by his travels to London, requested an Americano cocktail with a touch of gin instead of soda. The bartender obliged, adding an orange garnish to distinguish it from the traditional Americano, and thus, the Negroni was born.
Today, the Negroni is recognized by the International Bartenders Association (IBA) as a contemporary classic, with Campari listed as an official ingredient. The original recipe – equal parts Campari, Red Vermouth, and London Dry gin – remains as popular today as it was nearly a century ago.
This classic cocktail’s enduring popularity has been further cemented by recent industry reports, which highlight its continued dominance in the world of mixology. For an impressive third consecutive year, the Negroni has clinched the title of #1 Best Selling Cocktail, as reported by the respected publication Drinks International. This accolade not only speaks to the drink’s timeless appeal but also to its ability to captivate new generations of cocktail enthusiasts.
Equally noteworthy is the success of Campari itself, the key component that lends the Negroni its distinctive red hue and complex bitter flavour profile. According to Drinks International’s most recent liqueur report, Campari has maintained its position as the best-selling liqueur for a remarkable nine years running. This achievement underscores the symbiotic relationship between Campari and the Negroni, demonstrating how the popularity of the cocktail has elevated its primary ingredient to legendary status in the spirits world. As bars and restaurants around the globe prepare to celebrate Negroni Week, these accolades serve as a testament to the enduring legacy of both the cocktail and its signature ingredient, promising a week of festivities that honour a true classic in the pantheon of mixed drinks.
Malaysia’s vibrant and ever-growing cocktail scene will be in the spotlight during Negroni Week, with several high-profile events planned to showcase the country’s talented bartenders:
Campari Red Hands Final
The highly anticipated Campari Red Hands Asia competition will reach its climax on September 18, coinciding with the Negroni Week opening. Five of Malaysia’s top bars have made it to the finals:
- Reka:Bar
- Bar Trigona
- Ikiya 2.0
- The Water
- Chez Chez
These finalists will compete in a high-stakes challenge, incorporating the five senses into their cocktail creations. The winning team member will earn the honor of representing their bar and country at the grand finale in Milan, vying for the prestigious title of Campari Red Hands Asia Champion.
Guest Shifts Across the City
Throughout Negroni Week, various bars will host guest bartenders, offering unique twists on the classic Negroni:
- September 19: Chez Chez takes over Terumi The Tender Bar
- September 20: The Water showcases their skills at Soma Cocktail Bar
- September 21: Campari Group Ambassador Giri Pancha steps behind the bar at WOOBAR, W Kuala Lumpur
Each guest shift promises a range of specially crafted Negroni cocktails and creative interpretations from the Negroni Family Tree.
While celebrating cocktail culture, Negroni Week remains committed to its charitable roots. This year’s campaign will raise funds for two main beneficiaries:
- Slow Food: A global organization striving for universal access to good, clean, and fair food.
- Hospitality Industry Initiatives: Including education scholarships and advocacy programs to support and develop the next generation of hospitality professionals.
Participating bars will have the option to contribute to these causes or select their own preferred local charity.
As bartenders sharpen their skills and cocktail enthusiasts prepare their palates, Negroni Week 2024 promises to be a celebration of creativity, community, and the timeless appeal of a classic cocktail. It serves as a testament to the enduring connection between Campari and the global bartending community, while also making a positive impact through its charitable initiatives.
For more information about Negroni Week events in Malaysia, visit negroniweek.com or follow @camparimy on Instagram.
.
Visual credits: Campari
Published by Tim Chew
