Campari® Celebrates the Spirit of Negroni Week with a New 'Stay Bitter' Campaign Featuring Sarah Michelle Gellar
Campari®, the iconic red aperitivo hailing from Milan, is gearing up for its annual celebration of the beloved Negroni cocktail during the 13th edition of Negroni Week. From September 22 to 28, 2025, the world will once again pay homage to this classic drink, which is recognized as the #1 best-selling cocktail globally. As part of this year's festivities, Campari unveils its 'Stay Bitter' campaign, which aims to encourage cocktail enthusiasts to embrace the richness of bitterness.
The campaign highlights the essence of Campari as the vital ingredient in a Negroni, reinforcing the truth that you cannot have a Negroni without Campari. This year, celebrated actress Sarah Michelle Gellar joins Campari as the face of the campaign, embodying the bold and spirited nature of bitterness not just in her acting career but in her affiliation with the cocktail.
“A perfect night out calls for a bold Negroni,” Gellar remarks, channeling her love for the drink. She jokes about being known as the ‘bitter connoisseur’ among her friends and expresses her excitement to launch the 'Stay Bitter' Capsule Collection along with Campari, turning her passion for bitters into a lifestyle. This collection features a limited-edition array of apparel and accessories, including cozy sweatshirts, tote bags, and stylish hats, with prices ranging from $40 to $70. A part of the proceeds will contribute to the Slow Food Negroni Week Fund, supporting sustainability and community initiatives.
At the heart of the 'Stay Bitter' campaign lies a deeper purpose. It seeks to reframe bitterness as an essential component of creativity and passion—a notion that resonates with many. The collaboration with Imbibe, a leader in drink culture, enhances the campaign's focus on fostering educational opportunities and community development through philanthropy. Last year, an impressive outpouring of support allowed over 13,000 bars and restaurants across 90 countries to raise more than $600,000. These funds supported educational scholarships, community development projects, and sustainable food movements globally.
Negroni Week has become synonymous with Campari's commitment to uplifting the hospitality industry. Given the challenges faced by professionals in this sector, Campari, in association with Southern Glazer's Wine and Spirits, is set to make their mark once more by donating substantial sums to reinforce their support. This year, Campari is again contributing $100,000 and Southern Glazer's is providing an additional $10,000 to the Slow Food initiative.
Additionally, the week will include exciting trade events in major cities like Los Angeles and New York. Here, industry professionals and enthusiasts can gather to celebrate this iconic drink together. In New York's Penn Station, a vibrant billboard display will highlight the Negroni, captivating both locals and travelers alike.
To participate in the celebrations and stay updated on the festivities, fans are encouraged to follow Campari’s social media channels using hashtags like #NegroniWeek, #Negroni, and #CampariNegroni. The website NegroniWeek.com will provide comprehensive details about events and special offers throughout the week.
Whether you savor a carefully crafted Negroni or embrace the spirit of the campaign through apparel, Campari reminds everyone to enjoy responsibly. The Negroni is not just a drink; it’s a symbol of a lifestyle that thrives on passion, creativity, and community spirit.
For those eager to recreate the classic Negroni at home, here's how:
Ingredients:
Method:
1. Pour all ingredients into a mixing glass filled with ice and stir well.
2. Strain the mixture into a rocks glass filled with fresh ice.
3. Garnish with a slice of fresh orange.
In a world of cocktails, the Negroni continues to stand out, a reminder that within every cocktail lies a story waiting to be told. Cheers to Negroni Week 2025!
The campaign highlights the essence of Campari as the vital ingredient in a Negroni, reinforcing the truth that you cannot have a Negroni without Campari. This year, celebrated actress Sarah Michelle Gellar joins Campari as the face of the campaign, embodying the bold and spirited nature of bitterness not just in her acting career but in her affiliation with the cocktail.
“A perfect night out calls for a bold Negroni,” Gellar remarks, channeling her love for the drink. She jokes about being known as the ‘bitter connoisseur’ among her friends and expresses her excitement to launch the 'Stay Bitter' Capsule Collection along with Campari, turning her passion for bitters into a lifestyle. This collection features a limited-edition array of apparel and accessories, including cozy sweatshirts, tote bags, and stylish hats, with prices ranging from $40 to $70. A part of the proceeds will contribute to the Slow Food Negroni Week Fund, supporting sustainability and community initiatives.
At the heart of the 'Stay Bitter' campaign lies a deeper purpose. It seeks to reframe bitterness as an essential component of creativity and passion—a notion that resonates with many. The collaboration with Imbibe, a leader in drink culture, enhances the campaign's focus on fostering educational opportunities and community development through philanthropy. Last year, an impressive outpouring of support allowed over 13,000 bars and restaurants across 90 countries to raise more than $600,000. These funds supported educational scholarships, community development projects, and sustainable food movements globally.
Negroni Week has become synonymous with Campari's commitment to uplifting the hospitality industry. Given the challenges faced by professionals in this sector, Campari, in association with Southern Glazer's Wine and Spirits, is set to make their mark once more by donating substantial sums to reinforce their support. This year, Campari is again contributing $100,000 and Southern Glazer's is providing an additional $10,000 to the Slow Food initiative.
Additionally, the week will include exciting trade events in major cities like Los Angeles and New York. Here, industry professionals and enthusiasts can gather to celebrate this iconic drink together. In New York's Penn Station, a vibrant billboard display will highlight the Negroni, captivating both locals and travelers alike.
To participate in the celebrations and stay updated on the festivities, fans are encouraged to follow Campari’s social media channels using hashtags like #NegroniWeek, #Negroni, and #CampariNegroni. The website NegroniWeek.com will provide comprehensive details about events and special offers throughout the week.
Whether you savor a carefully crafted Negroni or embrace the spirit of the campaign through apparel, Campari reminds everyone to enjoy responsibly. The Negroni is not just a drink; it’s a symbol of a lifestyle that thrives on passion, creativity, and community spirit.
For those eager to recreate the classic Negroni at home, here's how:
Ingredients:
- - 1 part Campari
- - 1 part Sweet Red Vermouth
- - 1 part London Dry Gin
- - Ice
- - Slice of fresh orange
Method:
1. Pour all ingredients into a mixing glass filled with ice and stir well.
2. Strain the mixture into a rocks glass filled with fresh ice.
3. Garnish with a slice of fresh orange.
In a world of cocktails, the Negroni continues to stand out, a reminder that within every cocktail lies a story waiting to be told. Cheers to Negroni Week 2025!
Topics Consumer Products & Retail）
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