Our journey around the world in search of successful Italian brands continues.
Today we tell the story, over 100 years old, of the most loved cocktail in the world.
Let’s start from the story, which owes the birth of this drink to Count Camillo Negroni. Born at the end of the 19th century, traveller, man of the world, viveur and great swordsman, the Count was one of the protagonists of Florentine society in the 1920s. . For the aperitif he usually frequented the Casone café in Florence (today unfortunately replaced by a high fashion shop); one evening, eager to experiment with something original, he asked the barman to modify the Milan-Turin aperitif – at that time in vogue in Florentine high society – made with Turin vermouth and Campari, already then a symbol of the city of Milan. He added some gin – to give the drink more body but without changing its characteristic color – and the slice of orange on the glass. Three ingredients that gave birth, almost by chance, to one of the most famous cocktails in the world and a true symbol of elegance and Italian style.

The most loved cocktail in the world

A few days ago, the Negroni established itself at the top of the Drink’s International ranking, drawn up by the best bar tenders in the world, surpassing many other renowned international competitors. A record for the cocktail, but also for the elements that compose it, the vermouth, the Campari and the style, all very Italian.

Campari Negroni, Ready to enjoy

On the label of Campari Negroni Ready to enjoy, which reproduces the same recipe as the iconic cocktail, we find the entire history of the drink, starting from the face of its creator, Count Camillo Negroni. A work that RBA Design has created thanks to the experience it has gained in this sector, which it has learned to understand and interpret, helping to bring the message of Italian style to the world, highlighting it through packaging.