Iconic red bitter brand Campari has collaborated with an American drinks magazine on the relaunch of its week-long charitable scheme.
Negroni Week will celebrate the popularity of Negroni – a cocktail made using Campari – while raising money for local charities chosen by on-trade and off-trade supporters. Taking place during the first week of June, the programme will be rolled out to an international audience for the first time.
The partnership with Imbibe Magazine will also lead to bars, restaurants and retailers across the world being encouraged to donate a portion of their sales of Negroni-related products to a charity of their choice. Campari is looking to exceed the record $120,000 that it raised for good causes last year.
Gruppo Campari CEO Bob Kunze-Concewitz said: “We are delighted to be teaming up with Imbibe again to continue supporting Negroni Week. We strongly believe that the ever-increasing demand for more bitter cocktails, and a higher appreciation for classic cocktails such as the Negroni, will support this year’s international expansion as well as Negroni Week’s goal of raising essential money for charitable causes. We are looking forward to seeing even more bars, restaurants and retailers sign up as well as consumers getting involved by ordering a Negroni.”
And Imbibe publisher Karen Foley added: “We are thrilled once again to be partnering with Campari on Negroni Week. We are so proud of what we’ve all been able to accomplish collectively through Negroni Week. To see bars around the world raising money for causes that are meaningful to their communities means so much to us, and we are excited to expand our reach even more in 2015.”
© FoodBev Media Ltd 2024