BRANDING INSIGHTS
September 2023
THE NEGRONI: FROM A NEIGHBORHOOD COCKTAIL TO A GLOBAL BRAND
Orson Welles tried his first Negroni in 1947 and said, "The bitters are excellent for your liver, the gin is bad for you. They balance each other.”
The Rise of the Negroni
Once a hidden gem savoured mainly by seasoned aficionados, the bold and bittersweet Negroni has burst onto cocktail menus everywhere, boasting countless creative variations. As we dive into the spirit of Negroni Week, we take a swift journey through the vibrant history of this classic Campari concoction, from its humble beginnings in a charming Italian café in Florence, to gracing every bar globally.
A Spirited Chronology
The story unfolds in the year 1919 at the illustrious Caffè Casoni in Florence where Count Camillo Negroni, an Italian nobleman, asked the bartender, Fosco Scarselli, to create a stronger version of his usual drink, the Americano (a mix of Campari, sweet vermouth, and soda water). Scarselli replaced the soda water with gin and added an orange twist rather than the usual lemon garnish used in the Americano. The Negroni cocktail named after the Count was born, and the rest is history.
From there the Negroni became one of the most popular classic cocktails with multiple variations introduced. In year 1967, at Milan's Bar Basso, the bartender grabbed Prosecco instead of gin, creating the renowned sparkling Negroni Sbagliato. In 2002, British mixmaster Wayne Collins concocted the White Negroni, swapping sweet vermouth and Campari for the enchanting duo of Lillet Blanc and Suze. Meanwhile, in 2010, in Portland, Oregon, Jeffrey Morgenthaler, the mastermind behind the Clyde Common restaurant, embarked on an adventurous journey into the world of barrel-aging cocktails. His inventive spirit led him to explore Negronis, infusing them with a distinct richness within the whiskey barrels at the legendary New York's Tuthilltown distillery.
The Negroni, a timeless classic in the world of cocktails, is typically served as an aperitif just before dinner. Its perfect combination of gin, Campari, and sweet vermouth sets the mood for a leisurely night ahead. Whether in a bustling cocktail bar or on a quiet patio, the Negroni's presence is a testament to the enduring charm of this timeless drink.
“ One of my favourites is served at Burnt Ends Grill and Bar in Singapore, including the sloe gin Negroni. For a most extraordinary experience, you have some of the best bars in London, such as the Pine Bar at the Biltmore Mayfair, proposing the vintage Negroni.” Fabrice Blondeau - Managing Director F+B Consulting
The Perfect Negroni Recipe according to Anthony Bourdain
Bourdain’s recipe includes filling a rocks glass with ice and pouring in “equal” parts of Campari, Bombay Sapphire Gin and sweet vermouth. The drink is then stirred and topped with a slice of orange instead of the orange twist we usually see adorning the cocktail today. Besides switching up the garnish a bit, Bourdain modifies the cocktail by adding in a heavy measure of gin, which can be almost double as much as the pours he used for Campari and sweet vermouth. So, to make a Negroni Bourdain style, don’t be afraid of the gin!
Ingredients:
A lot of ice in a rocks glass
2 oz. (Bombay Sapphire) Dry gin
1 oz. Campari
1 oz. Sweet Vermouth
A slice of orange
Preparation:
Fill a rocks glass with plenty of ice and pour in your liquid ingredients. Give your cocktail a quick stir with a bar spoon and top it off with a thick orange slice.
Bourdain once said as he finished pouring his liquid ingredients. “That doesn’t sound good to me. And in fact, I don’t really like any of these things by themselves. But together — oh yes!”
Bourdain advised having no more than two servings of the drink, jokingly adding that after three drinks, you might be asking, “Where’d my pants go? And who the hell are you?” His recommendation is a good one to follow, as the Negroni can be quite potent…
“The Negroni is one of these beautiful ‘brands’ that doesn’t belong to anyone. It’s a recipe that is being preserved, nurtured and creatively amplified by those who love the drink. This is probably what makes it absolutely timeless ”