For Negroni Week’s 10-year anniversary, Campari wanted to honour the bartenders who have embraced & elevated the brand to iconic status in recent years.
Our on-trade initiative centred around the ‘Bartender’s Handshake’ – a ritual symbolising the very essence of hospitality that is the driving heartbeat of the community.
Kickstarting the digital campaign with 10 iconic bartenders, we invited the community to raise a toast to their fellow friends. Posting their own Negroni inspired Handshake to social media, the idea was to create a chain reaction around the globe.
In venue, participating bars featured Campari’s Handshake serves on their menus throughout the week, raising funds for the Slowfood charity organisation.
79
markets
5,000
bespoke negronis
30k
social reach
The Bartender’s Handshake
[bar:tender haendseik] noun
A way to honour those among the craft. The bartender’s greeting for friends or colleagues, a drink on the house. Served on arrival or with the check. A great tradition of the hospitality community.