# Charitable Cocktail Campaigns Campari and Imbibe Kick Off the 9th Annual Negroni Week By Niko Pajkovic | Published 2021-09-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/negroni-week References: [mediapost](https://www.mediapost.com/publications/article/366711/campari-imbibe-mag-kick-off-charitable-negroni.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+marketing-daily) & [negroniweek](https://www.negroniweek.com/) 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](https://www.trendhunter.com/trends/mission-craft-cocktails). 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](https://www.trendhunter.com/trends/negroni-bar-by-campari), 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 ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 58% | Activity: 50% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Negroni Cocktail Bars](https://www.trendhunter.com/trends/negroni-bar-by-campari.md) - [Ready-to-Pour Negroni Cocktails](https://www.trendhunter.com/trends/campari-negroni-ready-to-enjoy.md) - [Ready-To-Pour Negroni Cocktails](https://www.trendhunter.com/trends/elephant-gin.md) - [Bitter Cocktail Capsule Collections](https://www.trendhunter.com/trends/stay-bitter-capsule-collection.md) - [Cocktail-Themed Holiday Campaigns](https://www.trendhunter.com/trends/aperolidays.md) - [Summer-Ready Apertivo Campaigns](https://www.trendhunter.com/trends/apertivo-campaign.md) - [Negroni-Specific Gin Spirits](https://www.trendhunter.com/trends/tarquins-holborn-dining-room.md) - [Socially-Charged Summer Aperitif Drinks](https://www.trendhunter.com/trends/seasonal-cocktail.md) - [Collaboration Italian Cocktail Gins](https://www.trendhunter.com/trends/ultimate-negroni-gin.md)