This week, the bartending world celebrates one of the most timeless and alluring of the classic cocktails. Here’s what to drink this Negroni Week.
While many spirits and classic cocktails have their national and even international holidays, none, save for the humble Negroni, have an entire week dedicated to their creation, a festive period during which bartenders and spirit brands revisit the classic recipe and innovate and evolve on its crowd-pleasing simplicity.
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The Negroni has a charming, somewhat debatable origin story, but one version stands out as the most widely accepted. Legend has it that in 1919, Count Camillo Negroni walked into the Caffè Casoni in Florence, Italy, and asked his bartender to strengthen his favourite cocktail, the Americano (a mix of Campari, sweet vermouth, and soda water). The bartender swapped the soda water for gin, and thus, the Negroni was born.
The cocktail quickly gained popularity, especially among American expats in Europe, many of whom were escaping prohibition back home, and the Negroni family even opened a distillery to produce a pre-mixed version of the drink called Antico Negroni. The bold, bracing mix of gin, vermouth, and Campari soon became a symbol of Italian sophistication, and by the mid-20th century, it had cemented its status as a classic cocktail.
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Why Bartenders Love It
The Negroni’s popularity among bartenders stems from its simplicity and versatility. With only three ingredients in equal parts—gin, Campari, and sweet vermouth—it’s easy to make but difficult to perfect. The cocktail demands precision and quality in each component, making it a true test of a bartender’s skill.
“One of the classic cocktails, the Negroni is loved by bartenders because it’s also very versatile; simply swap out the base spirit – gin – for another spirit such as rum, whisky, and of course even vodka, throw in some Campari and red vermouth and you’re good to go,” says acclaimed Hong Kong bartender Antonio Lai.
One of the reasons bartenders from Tuscany to Tokyo gravitate towards The Negroni is its harmonious balance of flavours—bitter, sweet, and herbal—all of which work in unison to create a distinctive, smooth drink. The classic cocktail has also earned a die-hard following because of the creativity it encourages; with the global book in craft gins, each telling a different story and offering a different flavour profile, the number of Negroni rifts is almost infinite.
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The Negroni is also popular because it its versatility – as an aperitif, as a digestive, as a sundowner and as an any-time libation. Elegant, simplistic, and guaranteed to please the palates of the masses, it’s earned high status in the cocktail world and during Negroni Week (September 14-22, 2024) bartenders the world over will create their own homages to the classic concoction.
Why Consumers Can’t Get Enough
But it’s not only bartenders that will be celebrating. The Negroni has garnered a cult following among cocktail lovers, particularly those who appreciate its bold flavours and elegant simplicity. Sippers love The Negroni because of its signature bitterness, thanks to the addition of Campari (although this may be an acquired taste for some), complemented by the sweetness of vermouth and the crisp bite of gin, creating a flavour journey in every sip.
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Unlike overly sugary cocktails, The Negroni offers layers of complex, nuanced flavours, especially when you start experimenting with different London Dry and New World gin styles. The drink’s refreshing yet robust profile also makes it a perfect libation year-round and with only three ingredients, it’s also one of the most popular cocktails to make at home.
Because of all these reasons, there are as many takes on The Negroni as there are innovative bartenders stirring them up. Some of the most popular rifts on the classic include:
Negroni Sbagliato
For those who want a lighter, fizzier take on the classic, the Negroni Sbagliato is a popular variation, especially on the French and Italian Rivieras. “Sbagliato” means “mistaken” in Italian, as this cocktail was accidentally created when a bartender in Milan used sparkling wine instead of gin. It’s a refreshing option with a bubbly twist. Simply combine equal parts Campari, sweet vermouth, and decent sparkling wine (purists will only use Prosecco).
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White Negroni
A contemporary twist on the classic, the White Negroni (above) swaps out the red vermouth and Campari for lighter alternatives – Lillet Blanc for the vermouth and French liqueur Suze for the Campari – resulting in a clear, herbaceous drink that goes down well.
Boulevardier
An increasingly popular drink among bourbon lovers, the Boulevardier is essentially a Negroni with bourbon instead of gin. The swap makes for a richer, warmer drink that’s ideal for colder months or those who prefer a whiskey base.
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Mezcal Negroni
Bringing smoky, earthy flavours into the mix, the Mezcal Negroni (above) replaces gin with mezcal, giving the cocktail a distinctly different edge. Mezcal’s smokiness pairs beautifully with the bitterness of Campari, making this version a bold choice for adventurous drinkers – be sure to garnish with a wedge of ripe orange.
Coffee Negroni
A popular variation in Asia, and one that’s perfect for those who enjoy a little caffeine kick, the Coffee Negroni infuses cold brew coffee into the traditional recipe. The coffee adds depth and complexity to the drink, giving it a rich, roasted flavour. Simply combine gin, Campari, sweet vermouth, and a splash of both coffee liqueur and cold brew coffee and stir over ice.
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Where to Find Your Negroni in Hong Kong
You’ll find Negroni-themed pop-ups, menus and collaborations across Hong Kong this week, including at The Aubrey, which has partnered with Slow Food International to present Negronis from nine Mandarin Oriental hotels globally, with a portion of each sale going to support Slow Food Hong Kong, which bolsters the sustainable food and beverage industry.
The Terrace at The Hari Hong Kong will be presenting a menu of Negroni variations, including the Grapefruit Negroni – sake, St Germain, Campari and yuzu – and the C Major Negroni – Widget gin-infused chocolate, Campari, Mancino Rosso, Marie Brizard Cacao brown, and Mr Black coffee liqueur, while Honky Tonks Tavern will see guest bartenders Tea Guibbaud of Dead Poets, Nish Vargas of Artifact bar, Crystal Ramos of The Green Door serving up their favourite takes on the classic.
Antonia Lai suggests the Lemongrass Negroni at Quinary, or the unique Yogurt Gin Negroni at Room 309, as well as the Calamansi Negroni at the newly opened The Opposites.
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Alternatively, head to Bar Leone, which has partnered with Mr Porter to create four Negronis modelled on fashion personalities (above), while Qura at Regent Hong Kong will pay tribute to the Italian classic with four fascinating takes created by bar manager Gennaro Pucci.
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