You don’t have to say negroni twice to catch my attention. So when I was invited along to the launch of this year’s Campari art labels, I jumped at the chance.
Campari UKs offices are based on the 27th floor of the shard – a fancy pants address for the spirit that was once known as a 80s drink. Seemingly having quite the Renaissance, the liqueur aperitif is really fighting back and gathering fame – namely down to London’s insatiable appreciate for the negroni. The drink is recognisable from it’s dark red colour, and bitterness obtained by the infusion of herbs and fruit in alcohol and water.
Campari has a strong heritage. Started by Gaspere Campari in 1860 in Milan, the brand was passed on to his son, Davide Campari who created the arty link through touring Europe promoting his drink together with his opera singer wife, Lina Cavalieri.
This year’s three limited edition labels reinterpret a sketch of a Campari pavilion designed in 1933 for an international exposition held in Milan by futurist artist Fortunato Depero. It’s a contemporary look and feel featuring brightly coloured designs that pop against the strong colour of the deep red Campari liquor inside – thumbs up from me, I love the match of magenta against the lime green. Although the design was never truly brought to life, it’s nice to see this vision being remembered on these labels for years to come. 2010 was the 150th anniversary of Campari and the start of the limited edition art label project.
There is no doubt I am a Campari fan – it’s taken me a while to get here but the bittersweet combination of Campari and sweet vermouth creates a long drink to savour, rather than the sickly sweet combos you can sometimes get in London bars. Shout out for Mele e Pere, Vermouth bar in Soho on Brook Street – I tried their version of a negroni with Rosso Vermouth at Taste of London which had an initial harsh kick but smooth blend and after taste. I’ll be paying a visit to try it’s Sweet Vermouth Spritz again- to die for!
Why not give it a try? You can buy one of the new Campari limited edition art labels for yourself from your nearest Waitrose or Sainbury’s or online for £16.
Once you’ve bought your bottle, now what? Why not try my favourite cocktails from the evening?
A refreshing alternative to a gin and tonic. Tip: a squeeze of lime will really balance the drink and add a little citrus tang
- 50ml Campari
- Top with Fever Tree Tonic Water
- Squeeze of fresh lime
Combine all ingredients in a rocks glass over ice and finish with a squeeze of fresh lime.
A strong but simple drink. It’s essential to ensure that all parts are equal; Campari, Gin and Sweet Vermouth to create the ultimate negroni – named after Count Negroni who could often polish off over 15 of these in an evening (!)
- 25ml Campari
- 25ml Gin
- 25ml vermouth Cinzano rosso
- Orange Twist
Pour all ingredients into a rocks glass filled with ice and garnish with an orange twist
And the UK’s take on Negroni
Featuring some of my favourite blogger’s heritage; tarquin’s Cornish gin. This one’s for you Amy!
NB. Many thanks to Campari for having myself and the boy for the evening at their offices and also for the hospitality of the girls at W Communications – we had a lovely time!