Passed Negroni Events

May 2025 Update

Negroni Makes Headlines with High-Profile Events & Launches

May 2025 saw the Negroni prominently featured in high-profile events and exciting product launches, reinforcing its status as a cocktail of enduring sophistication and market appeal. Campari, an official partner of the 78th Festival de Cannes (May 13th-24th), made a splash by collaborating with actor Mads Mikkelsen and introducing the exclusive “Red Carpet – Cannes Edition” Negroni. Crafted by Global Head of Camparino Tommaso Cecca, this special blend featured hibiscus-infused Campari, bitter chocolate vermouth, and Courvoisier VSOP, perfectly capturing the glamour of the festival. Simultaneously, the ready-to-drink (RTD) market received a significant boost with Riboli Family Wines, renowned for Stella Rosa, launching their Spritz Del Conte Negroni Spritz. This award-winning (Best of Class Gold at the 2025 Los Angeles International Wine Awards) Negroni Sbagliato variation, priced accessibly at $14.95, targets convenience-seeking Gen Z and Millennial consumers, signaling strong growth potential for premium RTD Negronis.

Creative Twists and Themed Tributes Showcase Versatility

The Negroni’s adaptability was further celebrated in May through creative thematic tributes and unique bar concepts. In a spirited nod to equestrian excellence, “The Charm’tastic Mile” of Baltimore announced the “Big Red-agroni” for the Triple Crown season, honoring the legendary racehorse Secretariat, known as “Big Red.” This initiative, part of Baltimore’s “Charm City 50” anniversary, highlights how the Negroni can be seamlessly integrated into diverse cultural celebrations. Further underscoring the cocktail’s dedicated following, The Spirits Business reported on the opening of the UK’s first dedicated Negroni Bar by Campari within The Alchemist Monument. This development signifies a growing trend towards specialized bar experiences, offering a curated deep-dive into the Negroni’s many facets and attracting significant interest from enthusiasts and industry investors alike.

Continued Innovation and Market Expansion

The Negroni’s momentum in May 2025 points to a vibrant future, characterized by ongoing innovation and expanding market reach. The launch of ready-to-serve options like Riboli’s Negroni Spritz caters to evolving consumer preferences for quality and convenience, opening new avenues for producers. High-visibility partnerships, such as Campari’s at Cannes, and the emergence of dedicated Negroni bars, elevate the cocktail’s profile and create premium experiences that attract both connoisseurs and new drinkers. These trends, coupled with creative adaptations like the “Big Red-agroni,” demonstrate the Negroni’s capacity to remain relevant and exciting. For investors and producers, these developments highlight a robust market with ample opportunities for growth, from new product development in the RTD sector to unique hospitality ventures centered around this iconic Italian classic.

April 2025 Update

Seasonal Sensations & Global Twists

The Negroni continues its reign as a global cocktail icon, with March showcasing exciting seasonal adaptations and innovative twists. Spring saw the emergence of lighter, floral interpretations, such as the “Spring Negroni” highlighted by Assaggio Boston, often substituting Campari with Aperol or elderflower liqueur for a softer profile perfect for warmer days. Meanwhile, in Kyoto, Hotel The Mitsui unveiled its limited-time “Sakura Smoky Negroni” (available April 1st - May 11th). This unique creation features Japanese craft gin ROKU’s Sakura Bloom Edition and Kanade Sakura liqueur, finished with a delicate cherry wood smoke, offering a sophisticated taste of Japanese spring and demonstrating the cocktail’s versatility across different cultures and seasons. This embrace of seasonality and local ingredients signals vibrant opportunities for producers and bar programs alike.

Pushing Boundaries - From Savory Sips to Luxe Libations

Experimentation within the Negroni category reached new heights last month. While a “Parmesan Negroni” featured on the Holy City Handcraft blog initially appeared as an April Fool’s jest, it pointed towards a genuine recipe by @likeablecocktails, incorporating parmesan-infused vermouth and olive brine for a uniquely savory, funky profile. This playful exploration highlights the ongoing quest for novel flavor combinations that intrigue adventurous palates. At the other end of the spectrum, the newly opened Bar Conti in Sydney made waves with its audacious, pre-order-only $1000 Negroni, crafted using rare, 50-year-old ingredients. As part of an ambitious menu boasting over 40 Negroni variations, this ultra-premium offering underscores the cocktail’s ascent into the luxury market and the potential for specialized concepts catering to discerning enthusiasts and collectors.

Enduring Appeal & Expanding Horizons

The enduring appeal of the Negroni is undeniable, fueled by a constant blend of tradition and forward-thinking innovation. The buzz across social media and the launch of dedicated venues like Bar Conti in Sydney confirm the cocktail’s robust health and growing market presence. From seasonal specials capturing the essence of spring to bold, experimental recipes and ultra-luxury serves, the Negroni landscape is more dynamic than ever. This continued evolution presents exciting prospects for distillers, vermouth producers, liqueur makers, and hospitality investors looking to capitalize on a classic cocktail that consistently reinvents itself, captivating both seasoned aficionados and new admirers worldwide.