according to the magazine Drinks International, reference in the beverage segment, Negroni was the most consumed drink in the world in 2021. An Italian classic composed of Campari, gin and vermouth, accompanied by a large ice cube and an orange slice.
The history of the Negroni is ancient. It was around 1919 in Florence that Count Camillo Negroni thought about ordering an American cocktail (Campari, sweet vermouth and carbonated water), but decided it was time for a change.
He requested a touch of gin rather than soda, inspired by his latest trip to London and its prevailing gin scene. The bartender complied with the earl’s request and added an orange garnish instead of the American’s traditional lemon wedge to indicate the new drink he had created.
In Florence, the Count’s innovation became known as the “American of the Count Negroni”, or the “American with a touch of gin”, but whatever it was called at the time, the Negroni was born and today it is one of the most famous cocktails. contemporary classics.
To celebrate this passion and encourage drink lovers to discover new authorial creations in different bars around the world, Negroni Week takes place in more than 190 countries. In Brazil alone, there are 90 bars that agreed to enter this challenge: between September 12 and 18, the houses will offer, in addition to the classic version, some authorial creation of the cocktail.
To promote the bartending community and the public interested in cocktails, masterclasses and mixology workshops with renowned professionals will be offered to the selected public during Negroni Week, at Locale Caffè, in São Paulo.
The Campari Blockchain – Negroni Week Chapter
This year, Campari prepared an unprecedented activation to interact with the public and further promote the universe of mixology. This month, the brand launched The Campari Blockchain platform, which promises to liven up the web 3.0 universe in the coming years.
During Negroni Week, nine bars – 7 in São Paulo, 2 in Rio de Janeiro – and the brand’s e-commerce will make available collectible posters developed in honor of the drinks created for this week and the brand’s history, which is the protagonist of the classic cocktail. .
In Sao Paulo, the bars Guarita, Cão Veio, Fechado, Boato, Caulí, Cineclube Cortina and Locale Caffè – elected brand embassy for this special week – will be part of the action. and not Rio de Janeiro, the bars will be Vian Ipanema and Garoa .
How it will work: when buying a Negroni in these establishments or in e-commerce, the consumer will receive an exclusive poster with a unique QR Code giving access to its respective NFT, which will unlock benefits.
The greater the number of different NFTs purchased during the week, the better the benefits and experiences for the consumer. In addition, everyone will be able to participate in an exclusive community, The Campari Blockchain, which brings together cocktail lovers.
Each bar will have its own poster/NFT and the central idea is to take the consumer on a journey of discovery through the world of Campari and all its versatility reflected in the signature drinks.
Consumers will be able to take part of the history of this Italian brand home and have access to cocktail items and experiences developed exclusively for owners of collectibles.
One of the great experiences linked to this action will be the participation in the closing party of the Negroni Week with the right to an exclusive show by Jão, one of the brand ambassadors.
The first 100 to collect the most NFTs, by September 16 at 8 pm, will win a ticket to the closing party, which takes place on September 20.
“Promoting Negroni Week for the 10th year in a row is extremely gratifying,” says Vinicius Löw, Marketing Director at Grupo Campari.
“In addition to encouraging cocktails and highlighting all the versatility that fits inside a Negroni glass, this year we have the opportunity to create and foster an exclusive community for brand lovers, with The Campari Blockchain”, he concludes.
Source: CNN Brasil
Bruce Belcher is a seasoned author with over 5 years of experience in world news. He writes for online news websites and provides in-depth analysis on the world stock market. Bruce is known for his insightful perspectives and commitment to keeping the public informed.
