#USA #New York #Alan Cumming #CAMPARI #Negroni Week

Campari Invites Negroni Lovers to Embrace Their Bitterness with Alan Cumming and The Bitter Nine

Campari, the classic Italian aperitivo renowned for its vibrant red hue, is excited to announce the return of Negroni Week, running from September 21 to 27, 2026. This year's theme, revolving around the Stay Bitter campaign, aims to celebrate the Negroni, a cocktail that has captured the imaginations and taste buds of enthusiasts worldwide.

In a delightful twist, the campaign introduces a lively group dubbed The Bitter Nine, led by the talented actor, producer, and host Alan Cumming. This eclectic ensemble brings together creative minds from various fields including fashion, media, food, and hospitality, each with their unique perspective on embracing individuality and the compelling bitterness that defines Campari.

Inspired by Campari's bold marketing history, particularly the memorable 9 out of 10,000 campaign from the 1970s, the Stay Bitter initiative encourages people to celebrate what makes them different. Alan Cumming states, “The things that make people different are often the most interesting things about them,” highlighting how the embrace of one’s quirks resonates with the essence of the Negroni.

The Negroni: A Classic with a Legacy

Originating from Italy over a century ago, the Negroni comprises equal parts Campari, gin, and sweet vermouth. While simple in composition, it is transformative—a cocktail that not only looks appealing with its red hue but offers a complex palette of flavors that enthusiastically reveal the bitter yet sweet undertones of Campari, making it indispensable in establishing the Negroni’s identity.

Campari is not just celebrating the cocktail; it is simultaneously acknowledging the hospitality community's resilience during turbulent times. Negroni Week is not merely a cosmetic celebration but a global initiative that calls on bars and restaurants worldwide to participate in charitable endeavors, marking the 14th year of this tradition. Established with the aim of supporting local hospitality initiatives, last year’s event saw over 15,000 participating establishments across 97 countries, raising approximately $700,000 for charitable projects.

Supporting Sustainable Initiatives

As part of this year’s endeavors, Campari has teamed up with Imbibe, a well-known guide to the world of drinks, while continuing its partnership with Slow Food—a global movement dedicated to sustainable food and beverage practices. This collaboration reinforces the commitment to creating a more equitable food system. The proceeds from Negroni Week will support scholarships and initiatives that foster a sustainable food and beverage landscape, ensuring the community thrives.

Join the Celebration

For cocktail enthusiasts eager to join the festivities, Campari encourages ordering a Negroni in select U.S. markets, offering consumers a chance to receive cash back on their purchase. The promotion invites fans to share their experiences on social media while using the hashtags #NegroniWeek and #CampariNegroni to engage in the global conversation.

The Perfect Negroni Recipe

For those who want to recreate this iconic cocktail at home, here's how you can whip up a classic Negroni:

• - Ingredients:

- 1 part Campari
- 1 part Sweet Vermouth
- 1 part Gin
- Ice
- Slice of fresh orange

• - Method:

1. Combine all ingredients in a mixing glass over ice.
2. Stir well and strain into a rocks glass filled with fresh ice.
3. Garnish with a slice of fresh orange.

As Negroni Week approaches, Campari reminds everyone to celebrate responsibly, embracing the bittersweet moments in life. Follow the buzz around Negroni Week by keeping an eye on the hashtag activity and visiting NegroniWeek.com for the latest updates and involvement details.

With its rich heritage and commitment to the community, Campari invites cocktail lovers to not just enjoy a drink, but to become part of a movement that promotes creativity, individuality, and a sustainable future.

Disclaimer: Campari is the #1 best-selling liqueur and top trending liqueur in many bars globally, emphasizing its iconic status in the world of spirits.