From the 12th to the 18th of September Campari and Imbibe Magazine are coming together to celebrate the 10th Anniversary of Negroni Week.
Over the past decade, this global charity initiative, which puts the power of fundraising in the hands of bars, restaurants and retailers, raised millions of dollars for charitable causes, achieving meaningful change.
This year Negroni Week is partnering with Slow Food, an international organization that envisions a world where everyone can enjoy food and beverage that is good for them, good for the people who grow it, and good for the planet. To do this, the Slow Food Negroni Week Fund will not only support the hospitality community but also the preservation of cultural and biological diversity and the promotion of food and beverage education and knowledge exchange.
The Bartender’s Handshake
Campari stands for Red Passion, the creative urge inside us that is impossible to ignore, and believes that bartenders are masters of creativity and artistry, thus exuding Red Passion in their every creation.
This is why the Negroni Week 10-year celebrations will be centered around the ‘Bartender’s Handshake’, a longstanding ritual that symbolizes the very essence of hospitality: a small serve on the house, used as a way to greet friends and colleagues and show appreciation.
This year, Campari asked bartenders around the world to create their “Bartender’s Handshake” twist on the classic Negroni. A ritual that has only been known to those within the community will now be shared with consumers around the world, introducing them to this concept while giving them the perfect opportunity to donate to a worthy cause.