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