Negroni Events

June 2025 Update

June 2025 has ushered in a wave of summer-ready Negroni variations, perfectly timed for the season’s warmer temperatures and outdoor gatherings. Legendary mixologist Dale DeGroff showcased his “Corrected Negroni Sbagliato” on News9’s Cooking Corner, a refreshing twist that combines equal parts gin, sweet vermouth, and bitter aperitivo, topped with dry prosecco and garnished with Cara Cara orange slices and Castelvetrano olives. This elegant variation, inspired by a happy accident at a Milan bar, offers a lighter profile ideal for patio season. Similarly, Food & Wine featured the “Frozen Negroni” in their June 12th issue, transforming the classic cocktail into a blended summer treat by incorporating fresh orange juice and crushed ice with the traditional ingredients. The publication notes that this adaptation tempers the traditionally strong, all-alcohol Negroni, creating a more approachable slushy texture perfect for hot weather enjoyment. These seasonal adaptations demonstrate the Negroni’s remarkable versatility and continued relevance across changing seasons and consumer preferences.

The Negroni’s market position continues to strengthen, bolstered by significant industry trends and innovative bar concepts. According to a comprehensive June 12th report in “in the Mix Magazine,” vermouth—a key Negroni component—is experiencing a remarkable renaissance, with the global market expected to grow from USD 20.98 billion in 2025 to USD 29.65 billion by 2033. This resurgence is driven by consumer demand for lower-alcohol options, premium experiences, and craft cocktail culture, directly benefiting Negroni’s market presence. In Hong Kong, Bar Leone’s Lorenzo Antinori is championing a “beauty in simplicity” approach, as featured in The Spirits Business on June 11th. His establishment offers an innovative Negroni made with Never Never’s coffee and cacao gin from Australia—described as “almost like a tiramisu gin”—with meticulous attention to quality ice and glass temperature. This “cocktail popolari” (cocktails for the people) philosophy represents a growing counter-trend to over-complicated mixology, focusing instead on perfecting classics with subtle, quality-driven enhancements that appeal to both aficionados and casual drinkers alike.

June’s developments reveal compelling opportunities for investors and producers in the Negroni ecosystem. The seasonal adaptations by high-profile mixologists like Dale DeGroff demonstrate how the Negroni can be repositioned throughout the year, creating multiple revenue opportunities across seasons. Meanwhile, the vermouth renaissance highlighted by industry analysts points to strategic investment potential in premium vermouth production, particularly for brands that can emphasize terroir, craftsmanship, and natural ingredients—all increasingly valued by today’s consumers. Bar Leone’s success with its simplified yet elevated approach to the Negroni suggests profitable pathways for hospitality concepts that balance tradition with subtle innovation. For producers, the growing popularity of ready-to-serve and frozen variations indicates expanding market segments beyond traditional on-premise consumption. As summer 2025 unfolds, these trends collectively signal a robust future for the Negroni, with diverse opportunities spanning premium ingredients, innovative serving formats, and concept-driven hospitality ventures that celebrate this enduring Italian classic.

Negroni Week

Upcoming Events

In 2025, the highlight for Negroni enthusiasts will be Negroni week, scheduled from September 15 to 21, 2025.

This annual celebration, organized by Campari and Imbibe Magazine, invites bars and restaurants around the globe to participate in promoting the iconic cocktail while supporting Slow Food’s mission for sustainable food practices.

During Negroni Week, participating venues will host a variety of events, including special cocktail menus and fundraising initiatives, all aimed at raising awareness and funds for global causes. The initiative has grown significantly over the years, attracting thousands of participants and raising millions for charitable efforts.

Additionally, the Campari Red Hands Global 2025 competition will take place, where bartenders can showcase their creativity by crafting unique cocktails inspired by the "Negroni Family Tree." Teams from various countries will compete in a grand finale in Milan.

Overall, 2025 promises to be an exciting year for Negroni enthusiasts, with a range of events celebrating this classic cocktail.

See previous updates