Campari has launched a ready-to-drink Negroni cocktail.
Following the rise in popularity and demand of the classic Negroni cocktail, in which the distictive dark red Italian bitter, Campari, is a key component, Campari Group felt it was well-placed to create the RTD product.
The mix of Campari, London Dry gin and vermouth rosso was created by chance in Florence around 1919 by Count Camillo Negroni and has since then led the resurgence in popularity of classic cocktails.
Bringing the Negroni into the off-trade and into consumers’ homes, Campari believes, will meet the growing taste for bitter drinks across the globe.
The RTD blends Campari, London Dry Gin and Vermouth Rosso in equal measures like the original recipe. Consumers can simply add the ice and a slice of orange.
The Campari Negroni 70cl bottle will follow the same format as the original Campari bottle consumers know and trust, emphasising the cocktail’s premium ingredients and heritage.
RBA Design developed the label, which shows the cocktail plus an image of the drink’s legendary founder, Count Camillo Negroni, beneath the Campari logo.
Nick Williamson, marketing director for Campari UK says: “We are delighted to add Campari Negroni to our drinks offering. All Negroni fans and their friends will be able to enjoy a perfectly balanced Negroni straight from their drinks cabinet in total relaxation, the only effort will be to pour this delicious readily-crafted cocktail into a glass, filled with ice and garnished with a slice of orange - exactly the way the Count did almost a century ago.”
Campari's Negroni will launch in Waitrose stores in the UK from 14 November, 2016 at a RRP of £19.
15 November 2016 - Sam Coyne The Drinks Report, editorial assistant
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