Campari is once again teaming up with Imbibe Magazine to present Negroni Week 2021. For the ninth consecutive year, over the course of seven days, thousands of bartenders, venues, retailers and cocktail-lovers will celebrate three ingredients, with Campari at the heart, for one shared charitable goal.
Over the past eight years, Negroni Week has raised over $3 million dollars in more than 70 countries for a variety of charitable causes. In 2019, thousands of venues came together to raise over $790,000 – the most raised in any single year for Negroni Week.
In a change of pace from 2020’s virtual initiative, 2021 will once again find Negroni Week taking place in bars and restaurants that will be raising funds for a wide array of non-profit organizations. Campari and Imbibe encourage all Negroni enthusiasts to adhere to their local health department guidelines when visiting participating bars and restaurants.
Campari will kick-start the annual week of charity with a $100,000 donation, to be divided equally amongst all participating U.S.-based Negroni Week charity partners. Following suit, Southern Glazer’s Wine & Spirits will once again contribute $10,000 to the initiative, with $5,000 each going to Children of Restaurant Employees (CORE) and the United States Bartenders’ Guild (USBG).
A variety of companies are participating in Negroni Week 2021 and are making pledges to support charities. MiniBar is donating $5 from every bottle of Campari purchased to CORE. Shaker & Spoon will also donate $1,500 from subscription box sales, and Imbibe will match their donation. The Negroni Week “Shop” is also once again filled with a variety of creative vendors offering Negroni-inspired items. A sampling of the items being offered include: a Negroni tote made by BAGGU for Imbibe, which will donate $2 of every purchase to No Us Without You LA; Mover & Shaker has committed 10% of sales of their Negroni Collection to Another Round Another Rally; Viski has pledged 7% of sales of their Negroni glasses to No Kid Hungry; and the official 2021 Negroni Week t-shirts are in stock in the Negroni Week shop, with $5 of every shirt being donated to Muttville. To view all the offerings the Negroni Week Shop has available or to make a purchase, visit the official shop.
“We’re so excited to be celebrating the ninth year of Negroni Week with our trusted partners at Campari,” says Karen Foley, Publisher of Imbibe. “From bartenders to enthusiasts, we’re thrilled to see everyone join forces once again to raise money for important causes in the places they love the most—bars and restaurants.”
“We’re thrilled to be back for Negroni Week this year, giving bartenders a chance to showcase their Red Passion in one of the world’s most iconic cocktails, providing Campari and Negroni lovers around the world with unique experiences, all for a worthy cause,” says Marco Cavagnera, Campari Global Channel and Customer Marketing Senior Director. “Together with Imbibe, we invite everyone to join us in celebrating, toasting to charity with a Negroni in hand.”
Additionally, in partnership with the USBG National Charity Foundation, Campari will be co-hosting the fourth annual Campari National Day of Service which will take place on September 14th. The two organizations will lead a mix of virtual and in-person volunteer activities across the U.S. to support both local and national organizations. The initiative encourages bartenders, trade industry friends, distributor partners, media and more to celebrate what Negroni Week is all about: giving back. All in-person activities will follow CDC and local health department guidelines to ensure everyone’s safety and health. To sign up, visit the Campari day of service official website.
To sign up as a participating Negroni Week venue, businesses can head to www.NegroniWeek.com, create an account, select from 50 Negroni Week non-profit partners and make a donation, up until September 10th at 12:00PM PDT, when registration closes. Participants who have registered by September 10th are also encouraged to return to the website throughout and after Negroni Week to donate additional funds they’ve raised.