Negroni Week Returns to Celebrate the Timeless Bond between Campari and the Iconic Cocktail

Sep 11, 2025
5 min read

The 13th annual #NegroniWeek took place from 22nd to 28th September 2025, with proceeds from participating venues going to charitable partner Slow Food.

Campari, Italy's iconic red apéritif, and Imbibe Magazine joined forces again for the 2025 edition of Negroni Week, running from 22nd to 28th September 2025 and featuring a global series of events in bars and restaurants supporting charitable partner Slow Food. Celebrating the power of storytelling through creative mixology with Campari at its heart, Negroni Week 2025 saw over 100 of Hong Kong's leading bars and restaurants activate with signature serves, guest shifts, and community events.

In 2024, over 13,000 bars and restaurants across nearly 90 countries participated in Negroni Week, helping raise a combined $600,000 that supported an educational scholarship awarded to 24 industry professionals and 17 community-based projects around the world. For Negroni Week 2025, the Negroni Week Fund continued to be distributed by Slow Food to directly support the hospitality community in helping preserve cultural and biological diversity, promoting food and beverage education with knowledge exchange, and fostering equity and wellness.

In Hong Kong and Macau, Negroni Week was marked by a Guinness World Record attempt, international guest shifts, and a citywide programme of events and parties.

NEGRONI WEEK 2025 EVENTS

September 22nd: Negroni Week Opening Party @ Bar Leone – The week kicked off at Bar Leone, the two-time reigning champion of Asia's 50 Best Bars. The party featured a DJ set by Jamie Maddock and a chance to win a special Negroni Week X Bar Leone T-Shirt at the foosball machine.
September 24th: Workshop 14 Guest Shift @ Lobster Bar – Lobster Bar at the Island Shangri-La hosted Workshop 14, the bar from Hanoi recently awarded the Campari "One To Watch Award" at Asia's 50 Best Bars 2025.
September 25th: Negroni Cocktail Workshop @ Sogo CWB B2/F – A free workshop led by Delphine Kong, Brand Ambassador of Campari, covered the history of Campari and the Negroni.
September 25th: Italian-American Pizza Shop Party & Red Hands Guest Shift @ Honky Tonks Tavern – Honky Tonks Tavern transformed into a lively Italian-American pizza shop for a party featuring four rising talents and finalists from the Red Hands competition.
September 27th: Sora Guest Shift @ AVOCA (Mondrian Hong Kong) – Avoca hosted Sora, a luxury sky bar from Phnom Penh, highlighting Cambodian creativity through cocktails like the "Num Ansom Knor."
September 28th: A Night of Flavours, Aroma and Craftsmanship @ Qura – Negroni Week closed with guest bartender Giusy Castaldo, the Global Red Hands Campari winner for 2023/2024.
September 18th: Icons of Italian Mixology Guest Takeover @ The St. Regis Hong Kong – An exclusive event uniting Italian bartending icons from across Asia, including masters from The Singapore EDITION, Bulgari Ginza Bar Tokyo, and Rossi Bar Ltd.
Wing Lei Bar's Guinness World Record Attempt (Macao) – On 18th September, Wynn Palace Cotai's flagship bar attempted to break the record for the world's largest Negroni batch with 800 litres of the concoction.

While over 100 bars and restaurants across Hong Kong took part, a curated group of spotlight venues were selected to showcase exclusive creations, including Aer, Artifact, COA, The Old Man, Aqua, Zuma, and Aubrey at Mandarin Oriental.

Media Kit

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ABOUT CAMPARI

Campari is the iconic, unforgettable Italian red spirit, recognized for the fourth year in a row as #1 Best-selling Liqueur and once again #1 Top Trending Liqueur in the world’s best bars*. Founded in Milan in 1860 by Gaspare Campari and pioneered by his son, Davide, who created something so distinctive and revolutionary that its secret recipe has not been altered since, Campari sits at the heart of some of the world’s most famous cocktails. Vibrant red in colour, Campari’s unique and multi-layered taste is the result of the infusion of herbs, aromatic plants, and fruit in alcohol and water. As well as being unique and distinctive, Campari is extremely versatile, offering boundless and unexpected possibilities. Since its creation, Campari has served as a source of passionate inspiration for the world’s best bartenders as well as artists in different fields, stimulating people’s instinct to unlock passion and inspire limitless creations.

*Source: Drinks International Brands Report 2025

ABOUT THE NEGRONI

It was around the year 1919 in Florence when Count Camillo Negroni contemplated ordering an Americano cocktail but decided it was time for a change. He requested it with a touch of gin instead of soda, inspired by his last trip to London and its prevalent gin scene. The bartender was pleased to honour Count Camillo Negroni’s request and added an orange garnish rather than the lemon wedge of the Americano, to signify the new drink he had created. In Florence, the Count’s ‘usual’ became known as Count Negroni’s Americano, or the “Americano with a touch of gin”, but regardless of how it was referred to back then, the Negroni was born.

The Negroni is now one of the most famous contemporary classic cocktails. Anywhere you go in the world, you will find a mixologist who can make you the iconic Negroni. The original recipe – a perfectly balanced combination of equal parts of Campari, sweet red Vermouth, and London Dry gin – is more than a century old and continues to be enjoyed today. According to Drinks International Cocktail report 2025, Negroni is the #1 best-selling classic cocktail in the world’s best bars. The International Bartenders Association (IBA) lists Campari as an official ingredient of the Negroni, and thus, there is no Negroni without Campari! For more information visit http://www.campari.com.

ABOUT CAMPARI GROUP

Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spanning aperitifs (including iconic brands like Aperol and Campari), Agave spirits (such as Espolón tequila), Whiskeys and Rum (Wild Turkey and Appleton Estate), as well as Cognac and Champagne (including Courvoisier and Grand Marnier). The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas.

Headquartered in Milan, Italy, Campari Group operates via 25 production sites worldwide and its own distribution network in 27 countries. Campari Group employs approximately 5,000 people. The shares of the parent company Davide Campari-Milano N.V. (Reuters CPRI.MI - Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001. For more information: http://www.camparigroup.com/en. Please enjoy our brands responsibly.

ABOUT IMBIBE

Imbibe is the ultimate guide to liquid culture. In every issue of the James Beard award-winning magazine and on imbibemagazine.com, you’ll find the world’s top drink destinations, recipes, and in-depth stories – everything you need to know about the people, places, and flavours of drinks. Imbibe also publishes cocktail books and produces drink-related events, including Negroni Week. For more information, visit imbibemagazine.com and follow @imbibe and #imbibe.

The Foundry Asia handled public and media relations along with photoshoot assistance on this campaign.