Drink Negronis and Raise Money for the Hospitality Industry
If you’re a cocktail fan, here’s a statement you’ve likely heard before: Negroni Week—seven days dedicated to the mix of gin, vermouth, and Campari—is almost upon us, now for its eight consecutive year. The event has been pushed back from its original dates in June due to coronavirus, and is taking place from September 14 to 20. And that’s just one of the major changes. The event’s primary sponsors—Campari and Imbibe Magazine—explain they are “flipping the script” on the annual charitable week due to the hardship the hospitality industry has faced during the COVID-19 pandemic.
“Negroni Week originally launched in 2013 as a way for communities to come together to celebrate one of the world’s iconic cocktails, while raising money for charities around the world,” explained Andrea Sengara, vice president of marketing at Campari America. “This year, in light of the challenges faced by our beloved hospitality community after years of giving, we knew it was the industry’s moment to receive."
To put it another way, where Negroni lovers are usually encouraged to go out and drink the cocktail at bars to raise money for charity, this year, they’re being encouraged to stay in and drink the cocktail at home to raise money for bars—or, more literally, hospitality workers. All of this year’s Negroni Week events will take place virtually—including things like Zoom classes and cocktail kits from online retailers. And everyone is also being encouraged to simply give money online, with Campari stating that they will match donations up to $200,000.
The funds raised will then go nine U.S.-based organizations that represent the hospitality community: Another Round Another Rally, CORE: Children of Restaurant Employees, Giving Kitchen, Hot Bread Kitchen, James Beard Foundation, The LEE Initiative, Restaurant Workers Community Foundation, Slow Food Resilience Fund, Southern Smoke Foundation, and USBG National Charity Foundation.
“Our hope is that 2021 will bring better days in many ways, and that Negroni Week will return to its more familiar format of working with bars and restaurants for registrations and donations to support a range of charitable causes,” Karen Foley, publisher of Imbibe, said in the announcement. “In the meantime, we hope to raise as much money as possible for the industry that has suffered so much through the COVID-19 crisis and has been so supportive of Negroni Week over the years.”
Everything you need to know about this virtual Negroni Week can be found at negroniweek.com.