CAMPARI® TOASTS TO TIMELESS COCKTAIL DURING NEGRONI WEEK, INSPIRING "STAY BITTER" CAMPAIGN WITH SARAH MICHELLE GELLAR

Campari to Launch Limited-Edition Capsule Collection, Bringing Bitterness to the Forefront

NEW YORK, Sept. 22, 2025 /PRNewswire/ -- Campari®, the iconic red aperitivo from Milan, is celebrating its iconic cocktail with the 13th annual Negroni Week from Sept. 22-28, 2025. The Negroni will once again be spotlighted worldwide as the #1 best-selling cocktail*, emphasizing the power of storytelling through creative mixology. With Campari at the bitter heart, this reinforces a simple truth: there is no Negroni without Campari.

During the week-long celebration, Campari invites consumers to explore their appreciation for bitterness with the launch of the Stay Bitter Capsule Collection – featuring a bold tagline, "Stay Bitter," and drawing inspiration from the key ingredient that defines the Negroni, a cocktail that exemplifies greatness. This collection spotlights actress Sarah Michelle Gellar, who embodies the concept of embracing bitterness both in her former roles and in cocktails.

Actress Sarah Michelle Gellar shares:  "For me, a perfect night out calls for a bold Negroni. My friends even call me the 'bitter connoisseur'. Now, I'm so happy to be launching the Stay Bitter Capsule Collection with Campari, turning my love for bitterness into an everyday lifestyle."

The Stay Bitter campaign embraces the positive side of bitter, as it can fuel creativity and passion. It includes a limited-edition line of apparel and accessories, like a crewneck sweatshirt, a tote bag, and a hat. Prices range from $40 to $70, and a portion of the proceeds from this collection will be donated to the Slow Food Negroni Week Fund.

In addition, Campari is partnering with Imbibe, the ultimate guide to liquid culture, and will continue to support Slow Food, a worldwide movement of community-led initiatives in over 160 countries. In 2024, over 13,000 bars and restaurants across nearly 90 countries participated in Negroni Week, helping raise more than $600,000 that has supported educational scholarships and community-based projects around the world. For Negroni Week 2025, the Negroni Week Fund will continue to be distributed by Slow Food to directly support people and projects that foster a more sustainable and equitable world of food and beverage.

The 2025 Slow Food Negroni Week Fund will be distributed across education scholarships, Negroni Week Innovation Awards, and Slow Food Exchanges, offering grants to hospitality professionals. Additionally, Campari and Southern Glazer's Wine and Spirits will once again commence Negroni Week by donating $100,000 and $10,000 to Slow Food, respectively.

Allison Varone, Head of Marketing at Campari America, shares:  "As we begin another Negroni Week, it's wonderful to see this iconic cocktail praised worldwide, from our industry professionals to brand enthusiasts. Our goal is for Negroni fans to have the opportunity to expand on their love of the cocktail while also continuing to support hospitality professionals along with our partners, Imbibe and Slow Food."

Additional opportunities to celebrate Negroni Week:

• Trade Events: Campari is hosting in-person trade events in Los Angeles and New York City on Monday, Sept. 22, to spotlight the heart of the Negroni.
• Negroni Billboard in Penn Station: For commuters traveling in and out of Penn Station, keep an eye out for a billboard display spotlighting the Negroni.

Stay up to date on everything happening during Negroni Week 2025 by following #NegroniWeek #Negroni #CampariNegroni on @CampariOfficial and @imbibe, and check out Negroni Week.com for more information. Wherever you celebrate Negroni Week, Campari reminds you to please do so responsibly.

Stay Bitter

The Negroni Recipe
Ingredients

• 1 part Campari
• 1 part Sweet Red Vermouth
• 1 part London Dry Gin
• Ice
• Slice of fresh orange

Method

• Pour all ingredients into a mixing glass over ice and stir.
• Strain directly into a rock glass filled with fresh ice.
• Garnish with a slice of fresh orange.

*Drinks International's 2025 Cocktail Report

NOTES TO EDITORS
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ABOUT CAMPARI
Campari is the iconic, unforgettable Italian red spirit, recognized for the sixth year in a row as #1 Best-selling Liqueur and once again #1 Top Trending Liqueur in the world's best bars*. Founded in Milan in 1860 by Gaspare Campari and pioneered by his son, Davide, who created something so distinctive and revolutionary that its secret recipe has not been altered since, Campari sits at the heart of some of the world's most famous cocktails. Vibrant red in colour, Campari's unique and multi-layered taste is the result of the infusion of herbs, aromatic plants, and fruit in alcohol and water. As well as being unique and distinctive, Campari is extremely versatile, offering boundless and unexpected possibilities. Since its creation, Campari has served as a source of passionate inspiration for the world's best bartenders as well as artists in different fields, stimulating people's instinct to unlock passion and inspire limitless creations. For more information: www.camparigroup.com/en. 

*Source: Drinks International Brands Report 2025

ABOUT THE NEGRONI
It was around the year 1919 in Florence when Count Camillo Negroni contemplated ordering an Americano cocktail but decided it was time for a change. He requested it with a touch of gin instead of soda, inspired by his last trip to London and its prevalent gin scene. The bartender was pleased to honour Count Camillo Negroni's request and added an orange garnish rather than the lemon wedge of the Americano, to signify the new drink he had created. In Florence, the Count's 'usual' became known as Count Negroni's Americano, or the "Americano with a touch of gin", but regardless of how it was referred to back then, the Negroni was born. The Negroni is now one of the most famous contemporary classic cocktails. Anywhere you go in the world, you will find a mixologist who can make you the iconic Negroni. The original recipe – a perfectly balanced combination of equal parts of Campari, sweet red Vermouth, and London Dry gin – is more than a century old and continues to be enjoyed today. According to Drinks International Cocktail report 2025, Negroni is the #1 best-selling classic cocktail in the world's best bars. The International Bartenders Association (IBA) lists Campari as an official ingredient of the Negroni, and thus, there is no Negroni without Campari! For more information visit http://www.campari.com.

ABOUT CAMPARI GROUP
Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spanning aperitifs (including iconic brands like Aperol and Campari), Agave spirits (such as Espolòn tequila), Whiskey and Rum (Wild Turkey and Appleton Estate), as well as Cognac and Champagne (including Courvoisier and Grand Marnier). The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Headquartered in Milan, Italy, Campari Group operates via 24 production sites worldwide and its own distribution network in 27 countries. Campari Group employs approximately 5,000 people. The shares of the parent company Davide Campari-Milano N.V. (Reuters CPRI.MI - Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001. For more information: http://www.camparigroup.com/en. Please enjoy our brands responsibly.

ABOUT IMBIBE
Imbibe is a multi-platform drinks destination combining a print and digital magazine, website, newsletter, podcast, cocktail books, and drink-related events, including Negroni Week. For more information, visit imbibemagazine.com and follow @imbibe and #imbibe.

ABOUT THE SLOW FOOD NEGRONI WEEK FUND
In September 2022, Slow Food was chosen as the official giving partner of Negroni Week. Slow Food is a global movement led by over 1 million activists in 160 countries who collaborate to build a better food and beverage world — one in which there is good, clean and fair food and beverage for all.  Negroni Week directs all funds raised toward the vast and diverse networks and programs within the Slow Food movement, as well as to the Slow Food Negroni Week Fund, which distributes scholarships and grants for individuals and organizations to strengthen a sustainable food and beverage industry. This partnership nourishes heritage and local diversity to support emerging leaders and solutions for the future.

SOURCE Campari America