16th September sees the start of Negroni Week, when international bars and industry tastemakers spend seven days celebrating one of the world’s most iconic and popular cocktails. What’s better than knocking back something bittersweet knowing the proceeds go to supporting a range of charitable causes?
To mark the occasion, we’re looking back at the history of the Negroni and how it moved from an Italian staple to one of the most ubiquitous and versatile drinks on the planet. Not limiting ourselves to Negronis, we’ll also be highlighting some of our favourite aperitivo brands here at DrinksOne, looking at how you can enjoy this classically summer cocktail all year round.
Where Did It Come From and Why Is It Seemingly Everywhere?
The story of the Negroni begins in the early 20th century in Florence, Italy. The cocktail’s origin is most commonly attributed to Count Camillo Negroni, an Italian nobleman and bon vivant with a love for strong drinks. The tale goes that in 1919, Count Negroni walked into Caffè Casoni, a bar in Florence (then known as Caffè Giacosa), and asked the bartender, Fosco Scarselli, to make his favorite drink, the Americano – consisting of Campari, sweet vermouth and soda – , a bit stronger. The Count requested that the soda water be replaced with gin, likely inspired by his time in London, where gin was all the rage, much to the ruin of many mothers. Quick of mind and mixing, Scarselli obliged and garnished the drink with an orange peel instead of the traditional lemon slice used in an Americano, and thus, the Negroni was born.
The new cocktail quickly gained popularity, becoming a hit with the café’s patrons who started asking for a “Negroni.” By the 1920s, the Negroni had established itself as a staple in Italy’s bars and cafés. THe fact that it was the preferred tipple of a noble almost certainly helped boost its aspirational and stylish reputation. The combination of the herbal bitterness of Campari, the aromatic botanicals of gin, and the sweetness of vermouth struck a chord with drinkers. The drink’s simplicity also made it an easy cocktail to replicate. There are few drinks that are more straightforward to make individually and in bulk.
The Negroni’s popularity grew steadily throughout the 20th century, and its reputation expanded beyond Italy’s borders, especially after World War II when international travel and tourism helped spread European cocktail culture across the globe. By the mid-century, the Negroni was recognized as a staple in the repertoire of many bartenders and became a symbol of sophistication in cocktail circles.
In the 21st century, the Negroni has experienced a significant resurgence, particularly as part of the craft cocktail movement that has taken hold globally. Bartenders have begun experimenting with variations on the classic recipe, substituting different spirits for gin (such as mezcal, bourbon, or rum) or using different types of vermouth to give the drink a modern twist. These variations have led to the creation of cocktails like the Negroni Sbagliato, which literally translates as ‘wrong Negroni’, and substitutes prosecco for gin, offering a lighter and more effervescent take on the original. It also achieved viral internet fame thanks to that House of the Dragon meme.
One of the reasons for the Negroni’s enduring appeal is its versatility. Despite the seemingly rigid structure of the cocktail, bartenders and drinkers alike have found ways to adapt it to their tastes while preserving its core elements. With a few small tweaks, you can have a recipe that’s right for any occasion.
However, when it comes to aperitivo there’s so much more on offer than just Negronis…
It’s Always 5 o’clock Somewhere: An Introduction to Aperitivo Hour
One of the best exports since pizza or [insert your Italian footballer of choice here], Aperitivo cocktail culture is a longstanding Italian tradition centered around pre-dinner drinks designed to stimulate the appetite. Originating in Northern Italy, particularly in cities like Milan and Turin, the aperitivo is a social ritual that usually takes place in the early evening, from around 6 to 8 PM. It offers a moment of relaxation and socialisation after the workday, often accompanied by light snacks or small plates known as stuzzichini.
The drinks themselves tend to be low in alcohol, bittersweet, and refreshing, intended to prepare the palate for the meal ahead. Classic aperitivo cocktails include the Negroni, Aperol Spritz, Americano, and Campari Soda. You’ll often see ingredients like vermouth, bitters, and prosecco, which provide a balanced combination of bitterness, sweetness, and effervescence. These are light, drinkable and give you a pep in your step for the evening ahead.
Convenience is King: Ready to Drink Negronis
The simplicity of the Negronis method and ingredients means it lends itself perfectly to ready-to-drink (RTD) cocktails. Pre-mixed with the perfect balance of gin, vermouth, and Campari, they capture the iconic bitter-sweet flavor in a bottle or can, often with their own little twist on the classic flavour profile. Ideal for those seeking a premium cocktail without the hassle of preparation.
You’ve likely seen World of Zing’s founder and self-proclaimed ‘flavour guru’ Pritesh Mody doing the rounds on Sunday Brunch, where he’s an ever-popular guest. There’s not much this man doesn’t know about cocktails, and he was one of the pioneers of the UK’s RTD market. Operating from one of Europe’s most advanced cocktail labs (in South East London) – including Molecular Mixology and Cocktail Ageing facilities – World of Zing’s cocktails are crafted in small batches using the finest spirits, handmade liqueurs and bespoke bitters.
World of Zing’s Negroni is truly unique. It’s made from Tanqueray gin, red Vermouth and rosehip bitters and aged in Bordeaux casks. Great on the rocks for gin fans. If you like a Spritz, add 50ml of Prosecco and a dash of soda.
London Vermouth is an artisan producer known for creating small-batch, high-quality vermouths, with a modern twist. Founded with a mission to revive vermouth’s reputation in the UK, London Vermouth sources local, sustainable and organic ingredients wherever possible, creating a distinctively British take on this classic aperitif.
Their No.58 Camren’s Negroni is characterised by a balanced and nuanced flavour profile, where their vermouth adds depth to the traditional cocktail. The vermouth itself features herbal and citrus notes, offering complexity with a touch of bitterness that perfectly complements the gin and Campari. Expect hints of juniper, rosemary, and orange peel, with subtle floral undertones: vibrant yet smooth!
What makes White Box stand out is their attention to detail – they’re not cutting corners just because it’s pre-made. You can tell that a lot of thought has gone into ensuring that each sip is as good as one you’d get from a bartender. The flavours are rich, with a sharp yet smooth finish, making it ideal for Negroni lovers who want a hassle-free option. Whether you’re at home or on the go, White Box’s Negroni is pure convenience without sacrificing taste!
Alternative Bitters to Add Bite to Your Cocktails
Gamondi is an Italian aperitif known for its balanced and aromatic profile. Crafted in the Piedmont region, it is a blend of botanicals, herbs, and spices, reflecting traditional aperitivo culture. It has the classic combination of bitterness and sweetness, making it perfect for classic pre-dinner cocktails like the Negroni or Spritz. Its complex flavour is drawn from carefully selected ingredients, including gentian and rhubarb, which contribute to its refreshing, bittersweet character.
The range consists of the Aperitivo, a zesty, bitter orange aperitif; Gamondi Bitter, which is a little more intense and herbal; the fresh, floral and lightly sweet Gamondi Aperitivo Fiori di Sambuco with elderflower; and Gamondi Vermouth di Torino Rosso, a traditional Piedmont aperitif infused with herbs and aromats from the local area that’s rich, medicinal and herbaceous.
All are great served straight up with ice and a wedge of orange, or to liven up a spritz.
Bonanto is an ultra-refreshing, flavour-forward aperitif from Spain. Originating in Barcelona, it’s made with a mix of high-quality wine, cherry, orange, and herbs, so it’s got this perfect balance of sweet and bitter. They even throw in some apple distillate and cherry juice to give it a fruity kick. You can toss it in a spritz or just enjoy it over ice—it’s super versatile. If you’re looking for something a bit different from the usual aperitifs, Bonanto’s a fun and tasty option that brings a modern twist to the classic pre-dinner drink!
Per Se is a fresh, fun twist on the traditional aperitivo. Made in Portugal, it strikes the perfect balance of sweetness and bitterness with a mix of botanicals like herbs, citrus, and spices. The result? A refreshing, slightly complex flavour that’s perfect for sipping. Founded with a love for the Portuguese lifestyle, Per Se’s makers wanted to create something both modern and timeless, keeping the tradition alive while giving it a contemporary spin. With its sleek branding and great taste, Per Se is winning over a new generation of aperitivo lovers who appreciate a mix of tradition and innovation.
You can enjoy Per Se straight over ice with a slice of orange, or mix it into cocktails like a spritz or Negroni.
Proof that aperitivo can be found anywhere, including right on our own doorstep, Sipello BitterSweet Aperitif is a unique, British-made aperitif with a playful, fruity twist. Crafted in leafy Surrey, it’s made from a blend of locally sourced ingredients like gooseberries, rhubarb, and gentian root, giving it a distinctive balance of tangy, bitter, and sweet flavours. Its light, refreshing taste sets it apart from more traditional aperitifs, making it a great choice for those looking for something a bit different.
Like the best aperitif, Sipello is distinctive but still super versatile. Whether you’re enjoying it over ice with a slice of lemon or mixing it into cocktails like spritzes or G&Ts, it’s great for easy, casual drinking and adds a burst of fruity flavour to your aperitif experience.
Founded by Fliss Gransden, a distiller with a passion for foraging and local ingredients, Sipello was designed to reflect the playful, natural side of aperitivo culture. With its vibrant flavour and British twist, Sipello has quickly become a favourite at DrinksOne HQ.
Alternative Takes on the Negroni
We’re all familiar with Negronis (or at least you should be by now), but with such a simple drink there’s always fun to be had mixing things up (literally, when it comes to cocktails!). Here are a few alternative recipes to try…
White Negroni
This style has a refreshing citrus flavour with a hint of sourness. If the original Negroni is too rich and bitter for your taste buds, this may be the Negroni for you!
Ingredients:
- 30ml gin
- 30ml Lillet Blanc
- 30ml dry vermouth (also known as ‘blanc vermouth’. Suze is also a good alternative)
- Grapefruit zest twist (to garnish)
Method:
- As with all Negronis, the methodology is ridiculously simple
- Add ice to your rocks glass to chill
- Add the ingredients to a mixing glass filled with ice and stir
- Pour over ice and garnish!
Negroni Sbagliato
As mentioned earlier, literally a ‘wrong Negroni’ famously beloved of actor Emma D’Arcy.
Ingredients:
- 25ml Campari
- 25ml sweet Vermouth
- Prosecco
- Orange slice to garnish
Method:
- In a highball glass pour the Campari and sweet vermouth.
- Add cubed ice and gently add in the prosecco – pouring it down a bar or long spoon that’s been placed in the glass will stop the bubbles roaming over the edge of the glass.
- Stir contents of the glass together.
- Top up further and garnish with the orange slice.
Winter Spiced Negroni
A bitter and spiced twist on a modern classic perfect for the cold months. Halloween, Bonfire Night, Christmas – you name a winter party, this will kick it off with a bang.
Ingredients:
- 30ml gin
- 30ml Campari
- 30ml Tawny Port
- Nutmeg
- Star Anise
- Orange Zest
Method:
- Add the gin, Campari and port to a mixing glass filled with ice and stir
- Pour over ice into a rocks glass
- To finish add a light grating of nutmeg, the twist of orange zest, or a whole star anise to garnish.
- If you want to make these extra spiced you can make as a batch and infuse over a few days. Be sure to strain!
