#negroniweek 2015 achieves record $321,000 in donations for charities around the world


Fundraising venture between Campari and Imbibe almost triples in 2015


MILAN, 22 SEPTEMBER - #NegroniWeek, the international fundraising collaboration between Campari, Italy’s iconic vibrant red bitter, and Imbibe Magazine, has for the third year in a row exceeded the previous year’s goals. The week-long campaign took place from 1st through to 7th June 2015 across 44 countries, harnessing the popularity of the timeless Negroni to raise money for more than 1,700 charities selected by on and off-trade supporters.

This year is the first year the programme went international and utilised the success of the previous two US-based fundraising initiatives. Bars, restaurants and retailers the world over were encouraged to donate a portion of sales from Negroni cocktails or Negroni-related products to a charity of their choice. The high levels of participation enabled the campaign to raise $321,635 this year alone, supported by more than 3,500 venues covering 6 continents, from countries such as USA, Canada, Italy, Germany, Brazil, and as far afield as Australia, India and China.

Social media was an integral part of the campaign, helping to spread the word across the participating countries, achieving over 159,000,000 impressions of #NegroniWeek and over 15,000 uses of #NegroniWeek used on Twitter over the course of the week.

Globally, Grand Banks in New York, USA raised the most money this year for their charity– The Maritime Foundation – a non-profit organisation whose mission is to preserve artefacts of maritime history. As part of the initiative, Campari America supplemented their fundraising efforts as the best performing bar with a $10,000 donation to their chosen charity.

#NegroniWeek taps into the rising popularity and demand of the classic Negroni, created in Florence around 1920 by Count Camillo Negroni. An iconic mix of gin, Campari and sweet red vermouth, the bittersweet cocktail shares a natural link with #NegroniWeek since there is no Negroni without Campari!

Bob Kunze-Concewitz, CEO of Gruppo Campari, comments: “This year’s Negroni Week was an incredible accomplishment for all those involved. Launching around the world for the first time, nearly tripling participation and reaching millions globally through social media truly demonstrates the consumer appreciation of the initiative. We are thrilled to be part of this global movement which unites communities in raising money for causes that mean most to them.”

Karen Foley, Publisher of Imbibe, adds, “To see bars across the globe coming together to embrace Negroni Week and support charities that are important in their communities is a testament to the generosity of this industry. We’re proud to have taken Negroni Week to even greater heights this year and are excited to begin planning next year’s festivities.”

Publishing date: 
22 Sep 2015
Last updated Oct 01 2015