Negroni Week 2020: Why it's More Important Than Ever to Celebrate the Event This Month
Negroni Week, an international charity initiative started by Campari and Imbibe Magazine, celebrates its sixth edition from now until September 30. But unlike previous celebrations wherein participating bars would donate at least $1 to their chosen charities for every Negroni or Negroni-inspired drink guests order, the organisers have decided to raise money for the F&B industry and other pandemic-affected communities instead.
“This year took an unexpected turn for us all,” admitted Marco Cavagnera, Campari’s global channel and customer marketing senior director. He let on that the hospitality industry was greatly affected and it only felt right to “use the ever-growing reputation and influence that Negroni Week has gathered over the years to help support those that have given so much in the past”.
To start, the organisers are working with Majulah Movement throughout the month. The local donation platform that gives the public a chance to buy set meals or treat packs for people who need them the most, such as migrant friends, health care workers and even low-income families. Donations start at only $10 and can already cover one to two meals.
In addition, they have also collaborated with Benns Ethicoa to create limited-edition and Negroni-inspired bonbon flavours. The Classic Negroni Chocolate Bon Bon is made with 72 per cent dark chocolate shell filled with Campari-infused dark chocolate ganache and Negroni-immersed candied orange peel, while the Negroni Bianco Chocolate Bon Bon comes with a white chocolate shell loaded with gin and sweet Vermouth white chocolate ganache, Campari pate de fruit (jelly).
For each box sold, 10 per cent of the amount will be used to support the initiatives of Majulah Movement. At the same time, Campari has pledged to donate $1 for every purchase.
Even with all these fund-raising initiatives, the Negroni Week is still about celebrating this iconic cocktail. That’s why Campari has also partnered with some of the island’s best bartenders to concoct their own renditions of Negroni, which are available for delivery or takeaway.
Anton Gornev, the head bartender of Anti:Dote, has created the Savile Row Negroni, a contemporary take on the iconic drink with the addition of beeswax, beef jerky and Port Charlotte. Tim Rosete of Manhattan’s contribution is the Polem Negroni By Dr. Stravinsky, finished with a dash of Bergamot Liqueur for a citrusy finish.
Negroni Week may be celebrated differently this year, but Karen Foley, the publisher of Imbibe Magazine, is hopeful that 2021 will be better for everyone and that Negroni Week will return to its traditional format. She added: “In the meantime, we hope to raise as much money as possible for the industry that has suffered so much through the Covid-19 crisis and has been so supportive of Negroni Week over the years.”
(Related: Singapore's Cocktail Haven Jigger & Pony Is The Best Bar In Asia)