CELEBRATING THE NEGRONI COCKTAIL AND THE POWER OF RITUAL
Launched in 2013 by Imbibe Magazine, Negroni Week began as both a celebration of the iconic Italian cocktail and a global fundraising initiative. Over the years, it has evolved into one of the most anticipated events on the international drinks industry calendar each September.
More recently, the movement has expanded beyond a single week, with bartenders and venues embracing Negroni Month — a full month dedicated to creativity, collaboration, and, of course, the classic Campari serve.
Here’s what we got up to this year in celebration of the iconic serve":
Celebrating the launch of Negroni Month with Campari
As the brand that started it all, Campari kicked off the celebrations with two standout brand activations in London on September 4th.
Noodles & Beer – Secret Bar Speakeasy
Hidden beneath a Chinatown noodle restaurant, this speakeasy-style bar is draped in velvety red décor — the perfect setting for Campari’s signature serve. The launch night featured a limited-edition cocktail menu including: Classic Negroni , Plum Umeshu Negroni, and Sake Negroni.
To mark the occasion, the first 50 diners who whispered “I Love Negroni” when ordering a main dish received a complimentary Negroni — a playful mechanic that created buzz and drove footfall on opening night.
Nessa x Campari – Negroni Lounge
Running for eight weeks only, Nessa’s Negroni Lounge in Soho brought together British artists, DJs, and three exclusive British-inspired Negronis made with Campari. Guests also receive a limited-edition postcard with each drink — blending cocktail culture with local creativity and collectability.
Visiting the On-Trade
Across the UK, more than 1,800 venues are expected to participate in Negroni Month 2025. A recurring favourite is the Negroni Flight — offering guests a tasting experience of mini Negronis, each with a unique twist.
At The Coral Room in London, a partnership with Portofino Gin delivered a Negroni Week special menu featuring: Classic Negroni, Lemon Negroni, and Orange Negroni.
What may seem like a simple idea has become a defining element of Negroni Month — encouraging bartender creativity, showcasing venue personality, and driving guest engagement year after year.
Through an International Lens: Bucharest, Romania
Negroni Aperitivo Bar
Tucked away in the heart of Bucharest’s old town, this retro Italian-inspired venue with art-deco touches and a hidden courtyard has become one of the city’s go-to drinking spots. Dedicated to the ritual of the Negroni year-round, the team went all out for their biggest month of the year.
Negroni Week Mechanics
Competition & People’s choice - For the occasion, eight bartenders crafted their own Negroni twists, with guests voting for their favourite. The winning drink earned a permanent place on the menu — a smart engagement tactic that built ownership and brand connection.
Negronis On Demand
A vending machine stocked with ready-to-drink Negronis in cans and bottles allowed guests to take the ritual home — extending the brand experience into convenience culture.
Let’s Make It Happen
Negroni Month 2025 demonstrated the power of creativity and cultural insight in bringing a classic drink to life. From tasting flights in London to playful, interactive moments in Bucharest, bars found new ways to engage guests while keeping the ritual of the Negroni relevant and exciting.
At Wonderworks, we’re a Creative Drinks Agency designing activations that stand out and drive meaningful engagement. If you’re looking to create experiences that connect with your audience and shape consumer behaviour — let’s make it happen.