Negroni Events

July 2025 Update

Craft Distilleries Elevate the Negroni Experience with Regional Innovations
July 2025 has witnessed an exciting surge in regional Negroni innovations, with craft distilleries across the globe putting distinctive local spins on the classic cocktail. Wales-based Still Wild micro-distillery has released their highly anticipated Negroni and Rhudd Bitter Aperitif, a small-batch creation featuring herbaceous and bittersweet flavors that showcase Welsh botanical traditions. Priced at £28 with 22% ABV, this premium offering highlights the growing trend of artisanal Negroni components from unexpected regions. Meanwhile, Australia’s Republic of Fremantle is generating significant buzz with their 2025 Limited Release Barrel Aged Negroni, created in collaboration with acclaimed Margaret River winemaker Mr Barval. Set to launch on July 13th, this innovative expression incorporates Mr Barval’s limited Nebbia—a stunning expression of Nebbiolo grapes—layered into their Negroni through oak aging. The exclusive tasting event, hosted by Republic’s Head Distiller Tom Hutchings and winemaker Rob Gherardi, underscores the growing intersection between fine wine and premium cocktail culture.

Global Competitions and Venue Innovations Reshape Negroni Culture
The competitive and creative landscape surrounding Negroni culture continues to evolve this July, with major industry events and venue innovations capturing attention. Campari has launched its prestigious Red Hands APAC 2025 mixology competition in Ho Chi Minh City, challenging bartenders across 14 Asia-Pacific markets to create multi-sensory Negroni-inspired cocktails that engage all senses. This high-profile competition signals Campari’s strategic focus on expanding Negroni appreciation throughout the rapidly growing Asian premium spirits market. In the United States, Knoxville’s Brother Wolf bar is making waves with their culturally-immersive approach, promoting their meticulously crafted Negroni as “a way to experience Italy while in Tennessee.” This positioning reflects the cocktail’s growing status as a cultural ambassador rather than merely a beverage. Similarly, New York’s Basque-inspired Eel Bar has garnered attention in The New York Times for their “Sharona” cocktail—a low-proof alternative with a Negroni-inspired bittersweet profile that caters to the growing moderation movement while maintaining the sophisticated flavor complexity that Negroni enthusiasts demand.

Investment Opportunities Emerge as Negroni Variations Capture New Markets
July’s developments reveal compelling investment opportunities across the expanding Negroni ecosystem, with several variations gaining traction in previously untapped market segments. The Mezcal Negroni is experiencing a notable surge in popularity, with influential figures like TV personality Carol Costello publicly celebrating this smoky variation on social media. This trend highlights the potential for premium mezcal producers to capitalize on Negroni-adjacent product development and marketing. The White Negroni continues its ascent as a summer favorite, with Food52 featuring an educational segment on this gin-forward variation that substitutes Lillet Blanc and Suze for the traditional sweet vermouth and Campari. Meanwhile, the ready-to-drink (RTD) Negroni segment shows promising growth potential, with Still Wild’s bottled offering representing just the beginning of what analysts predict will be a significant expansion in premium pre-mixed Negroni products. For investors and producers, these developments suggest strategic opportunities in specialized ingredient production, venue concepts that emphasize regional Negroni interpretations, and premium RTD formulations that maintain the cocktail’s sophisticated flavor profile while offering convenience for home consumption and outdoor gatherings.

Negroni Week

Upcoming Events

In 2025, the highlight for Negroni enthusiasts will be Negroni week, scheduled from September 22 to 28, 2025.

This annual celebration, organized by Campari and Imbibe Magazine, invites bars and restaurants around the globe to participate in promoting the iconic cocktail while supporting Slow Food’s mission for sustainable food practices.

During Negroni Week, participating venues will host a variety of events, including special cocktail menus and fundraising initiatives, all aimed at raising awareness and funds for global causes. The initiative has grown significantly over the years, attracting thousands of participants and raising millions for charitable efforts.

Additionally, the Campari Red Hands Global 2025 competition will take place, where bartenders can showcase their creativity by crafting unique cocktails inspired by the "Negroni Family Tree." Teams from various countries will compete in a grand finale in Milan.

Overall, 2025 promises to be an exciting year for Negroni enthusiasts, with a range of events celebrating this classic cocktail.

See previous updates