Campari Art Labels celebrate role in Negroni

Italian aperitif Campari reveals the latest addition to its annual limited edition Art Labels series.

The Art Label project was first launched in 2010 to celebrate Campari’s 150th anniversary, and this year will introduce three new limited edition labels to celebrate the Negroni, to which Campari is undoubtedly linked.

This year’s theme, 'There is no Negroni without Campari', celebrates Campari being an essential ingredient of the original recipe – a mix of Campari, gin, and sweet red vermouth created by chance in Florence in 1919 by Count Camillo Negroni.

The three new Art Labels emphasise two elements of the Campari brand – the bottle itself and of course, the glass; tapping into the rise in popularity of bitter flavours and the subsequent position of the Negroni as one of the most famous contemporary classic cocktails in the world, despite approaching its 100th birthday.

To supplement this, the 'Contemporary Classics Compendium' – a recipe collection consisting of reinterpretations of the Negroni and other Campari drinks, has been created by bartenders from over 41 countries and curated on the Campari Facebook.

An addition for Campari lovers and contemporary art enthusiasts alike, the colour schemes of this year’s Art Labels offer a contrast against the Campari red liquid, while for the very first time, this year’s bottles feature a QR code offering consumers a unique new experience through a step-by-step guide to creating the perfect Negroni from their own home.

The limited edition 2016 Art Label 70cl bottles will be available to purchase from Waitrose, Sainsbury’s and Tesco as of today, October 1, 2016.

1 October 2016 - Sam Coyne The Drinks Report, editorial assistant