The Timeless Tale

In the heart of Florence, Italy, where the streets whisper stories of centuries past, one cocktail was born from the imagination of a bold count. The year was 1919, and Count Camillo Negroni, a man of elegance and adventure, sought something different - something stronger.

He stepped into Caffè Casoni, his usual haunt, and greeted his trusted bartender, Fosco Scarselli. On this particular evening, the count’s request was simple yet daring. He asked for a twist on his favorite drink, the Americano. But instead of soda water, he wanted something with a bit more bite. Scarselli reached for the gin, replacing the usual fizz with this sharp spirit, and so, the Negroni was born.

The deep red liquid swirled in the glass, its rich aroma blending with the warm Italian air. It was bitter, it was sweet, it was bold - just like the count himself. Word of the Negroni spread like wildfire, from the cobblestone streets of Florence to the grand salons of Europe. It became a symbol of sophistication, mystery, and rebellion.

As the years passed, the Negroni traveled across borders, crossing oceans, and winning hearts with its perfectly balanced trio of gin, vermouth, and Campari. Yet, no matter where it is sipped, every glass holds a touch of that Florentine night, the echo of a count’s daring choice, and the taste of timeless elegance.

To this day, the Negroni remains more than just a drink. It’s a story - rich, deep, and unforgettable, much like its namesake. So, next time you raise a glass, remember the count’s bold spirit, and let yourself be part of the legend.

Count Negroni was no ordinary nobleman. Born into an established family, he had spent considerable time abroad, particularly in London and the United States, where he developed an appreciation for stronger spirits than those typically favored in his native Italy. His adventures reportedly included time spent as a rodeo cowboy in the American West and as a gambling man in New York, experiences that shaped his bold character and adventurous palate.

The new cocktail quickly gained popularity among the Caffè’s patrons, who began ordering the “Count Negroni’s drink” or simply “un Negroni.” The Negroni family was quick to recognize the commercial potential of this creation. In 1919, the same year as the cocktail’s invention, they founded the Negroni Distillery in Treviso, Italy, producing a ready-to-drink version called “Antico Negroni 1919.”

Throughout the 1920s and 1930s, the Negroni gradually spread beyond Florence to bars throughout Italy and eventually to the international cocktail scene. Its popularity was bolstered by the growing appreciation for Italian aperitivo culture and the distinctive bitter profile of Campari, which had been founded in Novara, Italy, in 1860 by Gaspare Campari.

The cocktail’s international fame was further cemented in 1947 when the legendary director Orson Welles, while working in Rome, described the Negroni in correspondence with the Coshocton Tribune: “The bitters are excellent for your liver, the gin is bad for you. They balance each other.” This colorful endorsement helped introduce the drink to American audiences in the post-war period.

Caffè Casoni, the birthplace of the Negroni, eventually became Caffè Giacosa and remained a landmark in Florence until its closure in the early 2000s. However, in a testament to the enduring legacy of the Negroni, the café reopened in 2018 as Caffè Giacosa Roberto Cavalli, where bartenders continue to serve the classic cocktail according to the original recipe.

Today, the Negroni is recognized by the International Bartenders Association (IBA) as an official cocktail, and its popularity continues to grow worldwide. The drink has inspired countless variations and has become a symbol of Italian sophistication and the art of aperitivo. Each year, Negroni Week celebrates this iconic cocktail while raising money for charitable causes, further cementing its status not just as a drink but as a cultural phenomenon.

As you sip a Negroni today, you’re partaking in a century-old tradition that began with one count’s desire for something a little stronger - a simple request that created one of the world’s most enduring and beloved cocktails.

Visit Giacosa once in Florence