Negroni Week, the global cocktail movement by Campari, the iconic Italian aperitif and Imbibe, the liquid culture magazine returns for its 12th edition this 16 – 22 September. Throughout this week, bars and restaurants across 160 countries – with participating bars in Malaysia – are set to celebrate the iconic cocktail with local movements and industry activities centred around Campari as the red heart of every Negroni twist.
AN ENDURING ICON
Since its invention in 1920, Campari has been at the core of every variant of the classic as supported by recent reports of Negroni being confirmed as the #1 Best Selling Cocktail by Drinks International for the 3rd year running with the symbiosis of Campari as the best-selling liqueur for the 9th year in a row according to Drinks International’s most recent liqueur report published in the year.
As an ode to the timeless and enduring connection between Campari and global cinema, this year’s Negroni Week will be themed after cinema in two perspectives – the theatricality of bartending and furthering the brand’s connection that echoes its official partnership with Festival de Cannes since 2022.
Come 16 – 22 September, the campaign will once again celebrate the cocktail’s iconic appeal while stirring creativity within respective communities to raise funds for global charity partner Slow Food – a community striving for universal access to good, clean and fair food – or the bar’s preferred beneficiary. Funds raised this year will be allocated to Hospitality industry purposes for initiatives such as education scholarships and advocacy programmes.
NEGRONI WEEK IN MALAYSIA
As the ever-growing epicentre of Asian mixology, the annual campaign provides a perfect backdrop to spotlight the country’s passionate and talented mixologists. More than mere supporters, Malaysia’s bartenders are ardent brand advocates, with their craft inextricably linked to the spirit of Campari.
CAMPARI RED HANDS FINAL x NEGRONI WEEK OPENING
Working towards its goal of engaging the local industry, this year’s campaign will be preceded by Red Hands Asia – a prestigious, high-stakes competition to crown the region’s ultimate bartending champions where teams from top Asian bars will face off in a creative challenge centred around incorporating the 5 senses into their cocktails. The winning team member will represent their bar in the grand finale in Milan, finally vying for the coveted title of Campari Red Hands Asia Champion.
Currently in its second stage, the remaining 5 teams have been announced with Reka:Bar, Bar Trigona, Ikiya 2.0, The Water and Chez Chez as finalists. On the opening evening of Negroni Week on 18 September, the winner heading to the regional finals in Milan come November will be announced after a spirited showdown for their spot earlier in the day. Completely open to the public, cocktail drinkers can look forward to displays of expert bartending serving a rotation of exclusive Negroni variants, a cinema photo-area for themed photo opportunities and other fun activities, and network behind-the-scenes with industry stalwarts.
Join us at R Bar, Renaissance Kuala Lumpur, on September 18th from 4 PM to 7 PM for the Negroni Week 2024 Launch Party, where we’ll celebrate with exceptional Negronis and announce the winner of the Campari Red Hands Competition. This exciting event brings together cocktail enthusiasts and industry professionals to honour creativity in cocktail-making while supporting charitable causes.
NEGRONI WEEK GUEST SHIFTS
Furthering the grassroots origin of Negroni Week, Campari Group is also set to hold a series of guest shifts throughout the whole week. Intended as a creative exchange within the bar scene, Negroni lovers can expect takeovers at various cocktail hot-spots with drink promotions and one-night-only specials which include:
19 September: Campari Red Hands Guest Shift Feat. The Water & Chez Chez
Guest shift in Terumi The Tender Bar. This guest shift will feature one of the Campari Red Hands 2024 Competition finalists, Chez Chez. Guests can look forward to a range of specially crafted Negroni cocktails and its counterparts from the Negroni Family Tree.
20 September: Campari Red Hands Guest Shift Feat. The Water
Guest shift in Soma Cocktail Bar. This guest shift will feature one of the Campari Red Hands 2024 Competition finalists, The Water. Guests can look forward to a range of specially crafted Negroni cocktails and its counterparts from the Negroni Family Tree.
21 September: Guest Shift at WOOBAR, W Kuala Lumpur Featuring Giri Pancha
Guest shift in WOOBAR, W Kuala Lumpur. Fronted by Campari Group Ambassador, Giri Pancha , guests can look forward to a range of specially crafted Negroni cocktails and its counterparts from the Negroni Family Tree.
*More details of the guest shift schedule and partnerships will be shared at a later date.
