Eat + DrinkBar Scene

Celebrate Negroni Week and Support Bartenders This Year

Campari, Italy’s iconic red bittersweet apéritif, is all set to collaborate with Imbibe Magazine for the 8th consecutive year to spearhead Negroni Week, which is an international charity initiative established to celebrate over 100 years of the Negroni Cocktail.

It was back in 1919 that Count Camillo Negroni’s order manifested into the popular drink. He first planned on ordering an Americano cocktail but asked for gin instead of soda as he was inspired by London’s gin scene.

The bartender, in turn, substituted lemon with orange and voila, a new drink was born. This became the Count’s usual and became known as Count Negroni’s Americano or the “Americano with a touch of gin.” Today, Negroni is an extremely popular cocktail.

Campari is an official ingredient of Negroni and hence, they are both inseparable.

Campari Group is a key player in the alcohol industry and includes several premium and super premium brands, spreading across global, regional and local offerings. The group was established in 1860 and is the sixth-largest entity in the premium spirits industry in the world: the global distribution reach of the brand is exemplary, trading with more than 190 nations and a strong focus on Europe and the Americas.

Imbibe on the other hand is the go-to magazine when it comes to mixologist culture. Its magazine and website feature the world’s top drink destinations, recipes and in-depth stories.

They delve into all the aspects that a reader would like to know – the people, places and flavours of drinks. Moreover, it publishes all kinds of information regarding drink-related information alongside its cocktail books.

Every year, bartenders collaborate in the noble cause of raising money for charity during this week. However, this year, the event has been tweaked a little to suit the current context.

The onset of the COVID-19 pandemic across the world has led to the closures of bars and restaurants, with different countries implementing different rules for reopening. Hence, Negroni Week this year will focus on supporting the bartender industry that has contributed immensely to this cause in the last few years and raised close to $3 million dollars across 70 countries.

Thus, the funds obtained through the Negroni Week 2020 will be directed towards this sector through the Negroni Week website, which will transfer the donations to hospitality charities. The collection of donations began on September 1 and will continue throughout the month with the support of various digital initiatives, with September 14-20 being the main week scheduled for fundraising endeavours.

Negroni Week Is Taking Place Online in 2020

This year, the events under the Negroni Week will unfold on digital media. Thus, those who love Negroni cocktails can sit in the comfort of their own home and sip their cocktails, as they participate in several interesting activities online.

The event this year is being conducted only in collaboration with entities offering assistance and support to hospitality workers. Moreover, for the first time since the launch of this event, Negroni Week 2020 will seek direct donations from Negroni enthusiasts to help those individuals who have played a vital role in creating memorable moments for members of the public prior to the onset of the pandemic.

Globe – Bangkok’s News & Lifestyle and Symphony Loo, Campari Group Regional Brand Ambassador, hosted a Live Press Conference on September 1 to launch the event and spread awareness about the cause.

On September 14th, Unlockmen Magazine will be hosting a live fundraiser from 6pm to 7pm and will feature two renowned guests – Tamaryn Cooper, Bartender at Asia Today and the Winner of Campari Bartender Competition Thailand 2019, and Focus Jeerakul.

To help the cause, citizens can purchase a Negroni Week voucher and grab a bite from any of the six participating diners in Bangkok – 1919 Italian Bar & Restaurant, Cantina Pizzeria & Italian Kitchen, Aesop’s Bangkok, Sorrento Sathorn, Billy’s Smokehouse Bangkok, and Workshop Bangkok. The vouchers are valid until September 30. To purchase a voucher, one can click on the following link:

In Bangkok, Negroni Week will also include bar tours, hosted by Alchemy Thailand, Symphony Loo & Davide Sambo, Campari Group Brand Ambassadors: this will allow people who enjoy Bangkok’s nightlife to enjoy exclusive interviews with bartenders and chefs. The Facebook page of Alchemy Thailand will broadcast these interviews live, starting 4pm each day.

Furthermore, Bangkok residents can enjoy free delivery services the entire month, for supporting the hospitality industry. This can also purchase the Negroni Week t-shirt and all the funds generated through the sales of these tees will be directed towards the Shaken Not Broken (Thailand) fund to offer assistance to the hospitality workers across the country.

In order to purchase any merchandise related to the Negroni Week, readers can check out this link:

In order to further increase the reach of the cause, Alchemy Thailand will be deploying 20 Campari Group product portfolio consultants at Foodland Supermarket, Villa Supermarket and Makro Supermarket across Thailand, under the #shakennotbrokenth project from September to November. The objective is to provide assistance to the hospitality industry in these trying times.

The Shaken Not Broken Project was established by Alchemy Thailand in June 2020 and is supported by the CAMPARI GROUP. Patrons are being motivated to buy its merchandise, from which 50% of the revenue is directed towards affected hospitality workers across Thailand.

The beneficiaries include bartenders who have been rendered unemployed due to the pandemic. Moreover, bartenders that are forced to leave without pay and those who experience pay cut will also be helped under this scheme.

Bartenders and hospitality workers will be paid 5,000 baht cash after assessing their circumstances.