Italian aperitif brand Campari has teamed up with Imbibe, a niche consumer magazine covering all things "liquid culture," to launch the ninth annual Negroni Week.
Starting September 13th, this week-long charity event taps a variety of bars and restaurants, asking them to serve Negronis -- a popular drink made from Campari, gin, and vermouth -- and donate the proceeds to a variety of notable charities. Pre-COVID, this playful event was able to raise $790,000, which both brands hope to top this year.
Negroni Week is “an extremely important initiative,” says Andrea Sengara, the vice president of marketing for Campari America, referencing the event's unique experiential marketing structure. This year, Campari has kicked off the charitable donations with a $100,000 commitment that will be split among 50 participating charities.
Image Credit: Imbibe, Shutterstock
What's Driving This Trend
- Charity Drink Campaigns
- Collaborations between alcohol brands and charities will increase in popularity as consumers seek charitable opportunities.
- Experiential Marketing for a Cause
- Brands will leverage experiential marketing events to raise funds and awareness for charities.
- Socially Conscious Drinking
- Consumers will become more socially conscious about the brands they consume and will prefer ones that support charitable causes.
Who This Affects Most
- Alcohol
- The alcohol industry can leverage charitable campaigns to not only increase sales but also to positively contribute to society.
- Marketing and Advertising
- Charitable marketing campaigns provide opportunities for brands to differentiate themselves and connect with consumers on an emotional level.
- Nonprofit and Charity Organizations
- Nonprofit and charity organizations can partner with alcohol brands to take advantage of their marketing reach and potentially benefit from increased donations.
