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 – 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