Negroni Week 2022
Putting the bartending community at the heart of the 10-year anniversary of Negroni Week
Putting the bartending community at the heart of the 10-year anniversary of Negroni Week
The Challenge
Following the challenges of the pandemic for the on-trade community, Campari wanted to celebrate the bartender community and look forward to the next decade. Our task was to put the bartending community at the heart of Negroni Week’s 10-year anniversary.
The Detail
The ambition was for Negroni Week to symbolise the very essence of hospitality, whilst maintaining the classic character of the brand and led to a concept based on the Bartender’s Handshake ritual.
Traditionally, a Bartender’s Handshake is a welcome drink, for friends and colleagues as a show of camaraderie and celebration. We invited bartenders from around the world, to bring a twist to their Negroni by creating a small-serve cocktail, their individual ‘Bartender Handshake’ Negroni to toast the global bartending community.
This is to be extended to customers during Negroni week. Offering a unique experience for their welcome drink, and a significant signal and token of appreciation to bartenders all around the world.
