Negroni Week is a week-long charity initiative created by American magazine Imbibe in May 2013. It aimed at celebrating one of the world’s great cocktails while raising money for charity. Negroni Week taps into the rise in popularity and demand of the classic Negroni – an iconic mix of gin, Campari and sweet red vermouth created by chance in Florence in around 1920 by Count Camillo Negroni.

In its inaugural year, Campari served as an event sponsor, seeing more than 100 bars around the world donating a portion of every Negroni sale to the charity of their choice over the course of the week.

In 2015, Imbibe and Campari worked together for the third year in a row and officially took this year’s project to an international scale from June 1-7. To help the on- and off-trade channels get involved in the initiative, as well as target consumers, Campari invested in a 360° marketing campaign: ‘A drink for your cause, make it count’, including PR, POS, display and social media to ensure maximum reach while playing on Campari’s historic figure.

For the full list of outlets that participated, visit facebook.com/CampariMalta. Over €1,000 was collected during the entire Negroni Week event, and was donated to Hospice Malta.

Campari is marketed and distributed by Farsons Beverage Imports Co. Ltd. Trade enquiry 2381 4400.