Negroni Week
This year’s Negroni Week campaign set out with a clear ambition: to elevate awareness around the initiative’s charitable purpose while celebrating Campari’s unmistakable role at the heart of the world-famous serve. The objective was not only to honour the drink’s heritage, but to inspire experimentation, champion bartender creativity, and bring Malta’s growing cocktail culture to the forefront. By driving participation across on-trade, off-trade, and digital platforms, the campaign strengthened local engagement, reinforced trade partnerships, and increased visibility and sales for Campari across the market.
At the core of the campaign was one powerful idea: there is a Negroni for everyone. Outlets and bartenders were encouraged to create their own unique twist, showcasing craft, creativity, and the versatility of this classic cocktail. This approach positioned bartenders as artists of flavour, while educating consumers on the breadth of possibilities within the Negroni family.
At Hammett’s Mestizo, a series of intimate Negroni Masterclasses offered a deep dive into the cocktail’s history, balance, and craftsmanship. Participants learned to build their own interpretation, gaining insight into Campari’s essential role and leaving with a deeper appreciation for the drink’s creativity and complexity.
Participation also included the Negroni Week Reel Competition, where bartenders filmed videos showcasing their outlet’s atmosphere, their twist recipe, and the story behind it. These videos were shortlisted by Campari Group, with the top three per country entering a public Instagram vote — boosting consumer engagement and driving national pride. Malta’s winning serve was crafted by Rumen Kostadinov of Sip n’ Sail in Valletta, whose “Bounty Boulevardier” stood out for its balance, creativity, and storytelling.
Trade engagement was further strengthened through an internal bartender competition at Cisk Tap. Bartenders created their own Negroni twists in a friendly, creativity-led challenge, with the winning serve featured on the venue’s Negroni Week menu. Three dedicated Negroni Sessions throughout September showcased twists paired with platters, culminating in the winning bartender sharing the story behind his creation with guests.
To support this, venue tent cards displayed four signature serves: the Classic Negroni, Coffee Negroni, Tequila Negroni, and a Bartender’s Special, turning each order into an opportunity for discovery. Meanwhile, www.negroniweek.com featured an interactive global map of participating outlets, placing Maltese venues shoulder-to-shoulder with international hotspots, enhancing visibility, and highlighting their contribution to the campaign’s charitable partner, Slow Food.
To honour Malta’s achievement and celebrate its bartender community, a dedicated Campari gathering was held at Sip n’ Sail, where industry professionals came together to taste the winning cocktail and strengthen connections within the community.
Across the island, Negroni Week came to life through rich, experience-led activations. The campaign launched with a vibrant Aperitivo Event at Paranga, reintroducing the Negroni as a refreshing daytime serve. Guests explored a selection of innovative twists, Campari-based aperitivo cocktails, and Mediterranean pairings, all set against a seaside backdrop. A Build-Your-Own Negroni menu encouraged experimentation and reinforced Campari’s versatility in casual, social settings.
A limited-edition Negroni pack encouraged at-home experimentation and strengthened the Campari–Negroni association beyond the bar.
By uniting creativity, education, consumer engagement, and trade collaboration, Malta’s Negroni Week campaign showcased the spirit of innovation that defines Campari.
Negroni Week also performed exceptionally well online, driven by lifestyle creators James & Chloe, who blended entertainment with cocktail culture. Their videos ranged from at-home Negroni tutorials to twist challenges and engaging conversations with bartenders about preferences, perfect serves, and food pairings. This localisation made the campaign relatable, highlighted participating venues, and helped reinforce Malta’s emerging reputation as a Negroni-loving market.
Whether enjoyed by the sea, discovered in a masterclass, mixed at home, or personalised by a bartender’s imagination, Malta proved that there is “No Negroni without Campari.” [ V ]
Campari is marketed and distributed by Farsons Beverage Imports Co. Ltd.
