Negroni has revealed that it has raised a record $321,000 in donations for charities around the world, following the culmination of its #NegroniWeek series of events.
The week-long campaign, a collaboration with Imbibe Magazine, took place across 44 countries throughout June and harnessed the popularity of the iconic red bitter to raise money for more than 1,700 charities selected by its on-trade and off-trade supporters. Bars, restaurants and retailers were encouraged to donate a portion of sales from Negroni cocktails or Negroni-related products to a charity of their choice, and more than 3,500 venues on six different continents took part.
Social media was an integral part of the campaign, the Italian brand said, helping to spread the word across participating countries and achieve more than 159,000,000 impressions of the hashtag #NegroniWeek on Twitter.
Grand Banks in New York raised the most money this year for its charity, The Maritime Foundation, which works to preserve artefacts of maritime history.
Negroni has produced an infographic detailing the week in numbers, and released a country-by-country breakdown of participating retailers’ fundraising efforts.
Negroni Week’s biggest fundraisers
1. US ($127,467)
2. Germany ($16,272)
3. Australia ($15,460)
4. Canada ($8,537)
5. Italy ($3,904)
– Rest of the world ($149,995)
Gruppo Campari CEO Bob Kunze-Concewitz said: “This year’s Negroni Week was an incredible accomplishment for all those involved. Launching around the world for the first time, nearly tripling participation and reaching millions globally through social media truly demonstrates the consumer appreciation of the initiative. We are thrilled to be part of this global movement which unites communities in raising money for causes that mean most to them.”
And Imbibe’s Karen Foley added: “To see bars across the globe coming together to embrace Negroni Week and support charities that are important in their communities is a testament to the generosity of this industry. We’re proud to have taken Negroni Week to even greater heights this year and are excited to begin planning next year’s festivities.”
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