Campari Invites Negroni Lovers to Embrace Their Bitterness with Alan Cumming and The Bitter Nine

Campari®, the iconic red aperitivo from Milan, is celebrating the return of Negroni Week, taking place September 21-27, 2026, with the next chapter of its Stay Bitter campaign. The Negroni, the world’s #1 best-selling classic cocktail*, will once again take center stage as Campari brings together The Bitter Nine, a group of nine creative personalities led by award winning actor, host and producer, Alan Cumming, to celebrate individuality, creativity and the unmistakable bitterness that defines Campari.  

Inspired by the brand's iconic “9 out of 10,000” advertisement from the 1970s, Campari’s Stay Bitter campaign continues to celebrate those who are bold enough to embrace its bitter side. The Bitter Nine were selected for the distinct perspectives they bring across culture and creativity – from entertainment, fashion and media to food and beverage, hospitality and photography – united by a genuine appreciation for the Negroni and a willingness to embrace what makes them different. Together, The Bitter Nine bring their own distinct interpretations of what it means to Stay Bitter, exploring the boldness, individuality and creative spirit that have long been at the heart of the Campari Negroni. 

“I’ve always found the things that make people different are usually the most interesting things about them,” said Alan Cumming. “That’s what I love about Stay Bitter. The Negroni has Campari’s bitterness at its heart, and The Bitter Nine is about celebrating the people who aren’t afraid to have a little bite themselves. I’m very happy to count myself among them.”

From its humble Italian origins to its global popularity today, the Negroni’s simple combination of equal parts Campari, gin and sweet vermouth has been enjoyed for more than a century, reinforcing a simple truth: there is no Negroni without Campari. With its vibrant red hue, Campari elevates the cocktail with a captivating visual and tasting experience, making the Negroni as striking to look at as it is distinctive to taste.

What is Negroni Week? 

Negroni Week is an annual global celebration of the Negroni that brings together bars, restaurants, bartenders and cocktail lovers in support of the hospitality community. Now in its 14th year, Negroni Week 2026 takes place September 21–27.

How is Campari Supporting Negroni Week? 

Campari is partnering with Imbibe, the ultimate guide to liquid culture, and will continue to support Slow Food, a worldwide movement of community-led initiatives in over 160 countries.

Negroni Week brings together the global bartending community and cocktail lovers around the world in support of Slow Food Negroni Week Fund. In 2025, over 15,000 bars and restaurants across 97 countries participated in Negroni Week, helping raise more than $700,000 to support educational scholarships and community-based projects around the world.

For Negroni Week 2026, the Slow Food Negroni Week Fund will continue to directly support people and projects working toward a more sustainable and equitable world of food and beverage. Funding will support education scholarships, Negroni Week Innovation Awards and Slow Food Exchanges, including grants for hospitality professionals. 

“Negroni Week is an important moment for Campari to celebrate the iconic cocktail while continuing our longstanding partnership with Imbibe and our shared commitment to supporting the global hospitality community,” said Allison Varone, Head of Marketing at Campari America. “This year, we’re proud to build on that partnership through Stay Bitter, bringing people together around the Campari Negroni in support of Slow Food’s Negroni Week Fund.”

How Can Consumers Celebrate Negroni Week? 

Campari invites consumers to embrace their bitter side and join the celebration throughout Negroni season. Those who want to join the few can order a Campari Negroni in select U.S. markets and receive up to $15 back by submitting their receipt online. 

Stay up to date on everything happening during Negroni Week 2026 by following #NegroniWeek #Negroni #CampariNegroni on @CampariOfficial and @imbibe, and check out NegroniWeek.com for more information. Wherever you celebrate Negroni Week, Campari reminds you to please do so responsibly. Stay Bitter

The Negroni Recipe

Ingredients

• 1 part Campari

• 1 part Sweet Vermouth

• 1 part Gin

• Ice

• Slice of fresh orange

Method

• Pour all ingredients into a mixing glass over ice and stir.

• Strain directly into a rock glass filled with fresh ice.

• Garnish with a slice of fresh orange.

*Drinks International 2025

**In markets where valid

Campari® Liqueur. 24% alc./vol. (48 Proof). ©2026 Campari America, New York, NY. Please enjoy responsibly.

ABOUT CAMPARI

Campari is the iconic, unforgettable Italian red spirit, recognized for the sixth year in a row as #1 Best-selling Liqueur and once again #1 Top Trending Liqueur in the world's best bars*. Founded in Milan in 1860 by Gaspare Campari and pioneered by his son, Davide, who created something so distinctive and revolutionary that its secret recipe has not been altered since, Campari sits at the heart of some of the world's most famous cocktails. Vibrant red in colour, Campari's unique and multi-layered taste is the result of the infusion of herbs, aromatic plants, and fruit in alcohol and water. As well as being unique and distinctive, Campari is extremely versatile, offering boundless and unexpected possibilities. Since its creation, Campari has served as a source of passionate inspiration for the world's best bartenders as well as artists in different fields, stimulating people's instinct to unlock passion and inspire limitless creations. 

• Source: Drinks International Brands Report 2025

ABOUT THE NEGRONI

It was around the year 1919 in Florence when Count Camillo Negroni contemplated ordering an Americano cocktail but decided it was time for a change. He requested it with a touch of gin instead of soda, inspired by his last trip to London and its prevalent gin scene. The bartender was pleased to honour Count Camillo Negroni's request and added an orange garnish rather than the lemon wedge of the Americano, to signify the new drink he had created. In Florence, the Count's 'usual' became known as Count Negroni's Americano, or the "Americano with a touch of gin", but regardless of how it was referred to back then, the Negroni was born. The Negroni is now one of the most famous contemporary classic cocktails. Anywhere you go in the world, you will find a mixologist who can make you the iconic Negroni. The original recipe – a perfectly balanced combination of equal parts of Campari, sweet red Vermouth, and London Dry gin – is more than a century old and continues to be enjoyed today. According to Drinks International Cocktail report 2025, Negroni is the #1 best-selling classic cocktail in the world's best bars. The International Bartenders Association (IBA) lists Campari as an official ingredient of the Negroni, and thus, there is no Negroni without Campari! 

ABOUT CAMPARI GROUP

Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spanning aperitifs (including iconic brands like Aperol and Campari), Agave spirits (such as Espolòn tequila), Whiskey and Rum (Wild Turkey and Appleton Estate), as well as Cognac and Champagne (including Courvoisier and Grand Marnier). The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Headquartered in Milan, Italy, Campari Group operates via 24 production sites worldwide and its own distribution network in 27 countries. Campari Group employs approximately 5,000 people. The shares of the parent company Davide Campari-Milano N.V. (Reuters CPRI.MI - Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001. Please enjoy our brands responsibly.

ABOUT IMBIBE

Imbibe is a multi-platform drinks destination combining a print and digital magazine, website, newsletter, podcast, cocktail books, and drink-related events, including Negroni Week. For more information, visit imbibemagazine.com and follow @imbibe and #imbibe.

ABOUT THE SLOW FOOD NEGRONI WEEK FUND

In September 2022, Slow Food was chosen as the official giving partner of Negroni Week. Slow Food is a global movement led by over 1 million activists in 160 countries who collaborate to build a better food and beverage world — one in which there is good, clean and fair food and beverage for all. Negroni Week directs all funds raised toward the vast and diverse networks and programs within the Slow Food movement, as well as to the Slow Food Negroni Week Fund, which distributes scholarships and grants for individuals and organizations to strengthen a sustainable food and beverage industry. This partnership nourishes heritage and local diversity to support emerging leaders and solutions for the future.