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Hattie Lloyd 26/06/19

Negroni Week In London | The Insiders’ Guide

Negroni Week In London | The Insiders’ Guide

Negroni Week is returning to London at the end of June, and it’s going to see a bevy of the most highly regarded bars across the capital come together in the name of a very good cause.

Delicious cocktails Charity.

It’s the seventh instalment of the now annual tradition, and this year marks a particularly special one – because it’s the 100th birthday of the negroni itself.

The negroni, as the legend goes, was created in Florence when the well-travelled sophisticate Count Camillo Negroni asked for a stronger take on the Americano – a classic drink made with Campari, sweet vermouth and soda. The bartender – one Fosco Scarselli – deftly switched out the soda for gin, and the negroni was born. It spread like wildfire throughout Europe in the 20s, and a century later it’s still going strong. In fact, it’s been the second most ordered drink in the world for five years in a row.

Campari Negroni Week

So it’s unsurprising that it now has its own dedicated week, during which bartenders around the world concoct their own twists on the drink, from white negronis to sbagliato, and donate the proceeds to a charity of their choice. Last year, Negroni Week raised over half a million dollars, with 10,000 different bars and restaurants taking part. And this year, the London celebrations are going to be particularly epic….


It all kicks off with N100: Cheers to the Count, a massive centenary birthday bash for the drink that’ll have no fewer than 100 different negronis on the menu. Set inside a huge vinyl record-pressing factory in Soho, there’ll be six different bars to explore. You’ll find a huge art installation made out of Campari bottles; a masterclass bar made completely from ice, where you’ll be able to sip tasting flights and learn how to perfect your own; hear booze experts speak on the origins of the negroni, and how it’s evolved since; and even have a go at creating your own twist on the classic recipe.

And if you can’t make it to the party? Well you’ll be able to visit each of those bars for parties across London during the rest of Negroni Week:

  • SATURDAY 22nd – Oriole will be hosting a retro Italian disco in their bar hidden beneath Smithfield Market, with Negronis, Boulevardiers and Americanos on the menu;
  • MONDAY 24th – 28th – Shoreditch bar Callooh Callay will be launching a guest menu for the week, full of twists on the negroni inspired by the different cities that the drink and the Count have been associated with;
  • TUESDAY 25th – head along to Shoreditch art gallery Jealous Prints and learn about the iconic illustrations used to advertise Campari in the 20th century, before making your own artwork and a negroni to match;
  • WEDNESDAY 26th – take a leaf out of Italian café culture by sipping a one-off negroni on the terrace of Vermuteria – or treat yourself to a Clear Negroni made with a rare 1965 Campari cordial.


Running from the 24th-30th June, Negroni Week runs alongside the birthday celebrations with a host of special cocktails, exclusive discounts, masterclasses, tastings and events across London.

Highlights include a menu of £6 negroni specials at Heads + Tails; a one-off sharing negroni inspired by Breakfast at Tiffany’s at The Little Yellow Door; three very grown-up twists on the negroni at Café Murano, with ingredients like smoked leaves; bergamot liqueur and aged balsamic vinegar; Hong Kong negronis at Opium, made with sake, lychee wine and ‘ginger air’; classic negronis served on board the cruising Alfred le Roy; cold brew negronis at Islington pasta spot Trullo; and dozens more variations at the likes of Hawksmoor and The Garrison…all of which you can read about HERE.

Sounds like it’s going to be a very happy birthday.


NOTE: The Negroni’s 100th Birthday Party, N100, takes place on 20th June at The Vinyl Factory in Soho. Tickets cost £15 inc. 2 welcome negronis of your choice (further negronis £6 each) – and you can book them HERE.

ALSO NOTE: Find out all about Negroni Week (24th-30th June) on its dedicated website HERE.

N100 | The Vinyl Factory, 18 Marshall Street, W1F 7BE