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Campari launches ready-to-drink Negroni cocktail in UK

Published 11 November 2016

Campari has launched a ready-to-drink Negroni cocktail in the UK, targeting at-home drinking.

Campari Negroni combines Campari, London dry gin and vermouth rosso in in equal amounts. While drinking, only an ice cube and a slice of orange should be added.

The cocktail was first created in 1919 in Florence by Count Camillo Negroni. In the recent years, there has been a growing interest in bitter drinks. The demand for bitter tasting cocktails has been one of the reasons for the launch of Campari Negroni.

Apart from this, a recent report from Waitrose suggests that currently people prefer to bring ingredients and make their cocktails at home.

The report says that, 4 out of 10 consumers say that going out to eat and drink is not such a treat any more.

Due to the increasingly affordable, casual and healthy options for both food and drinks, some people now want to prepare their drinks and food at home. The release of Negroni can signify, the company trying to tap this trend.

Campari Negroni is believed to strike a perfect balance as a cocktail with juniper notes and the aroma from spiced herbs. The new cocktail comes in a 70cl (700ml) bottle and it is very similar to the original Campari bottle. The product emphasises more on the cocktail’s premium ingredients and legacy.

Campari UK marketing director Nick Williamson said: “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 Negroni will be available at Waitrose stores nationwide from 14 November in a 700ml bottles, with a £19 RRP.