GoKawiilBeginning today, the 14-year-old tradition celebrates the classic cocktail at thousands of restaurants and bars. The Negroni and The Traitors share delicious bitterness. For the classic cocktail, that bite comes from the Italian liqueur Campari, while on the hit reality competition show, the sting comes from contestants who are banished from a Scottish castle and eliminated from the game.
Why Alan Cumming and Campari want you to ‘stay bitter’ for Negroni Week
Why This Matters
Negroni Week highlights how brands like Campari partner with pop culture figures to keep a classic cocktail tradition culturally relevant and commercially visible. It also underscores the growing trend of celebrity-branded promotions tying entertainment franchises to lifestyle products like spirits.
Key Takeaways
- Negroni Week is a 14-year-old tradition celebrated at thousands of bars and restaurants worldwide.
- Campari has partnered with actor Alan Cumming, tying in his show 'The Traitors,' to promote the campaign.
- The campaign uses the theme of 'bitterness' to link the cocktail's flavor profile with the show's dramatic eliminations.
Worth a Look
Campari Aperitivo Liqueur — Campari is the essential bittersweet backbone of a classic Negroni, exactly the spirit at the heart of Negroni Week celebrations. Grab a bottle to mix up your own Negronis at home and join in on the fun happening at bars everywhere.
See Campari Aperitivo Liqueur on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Get alerts for these topics