Celebrate the iconic Negroni with the return of Campari’s 2016 limited edition Art Label
Campari pays tribute to cocktail of the century with this year’s theme, ‘There is no Negroni without Campari’
London, 28 September 2016 - Campari, Italy’s iconic red bittersweet aperitif, is excited to unveil its latest, annual limited edition Art Labels. The Art Label project was first launched in 2010 to celebrate Campari’s 150th anniversary, and this year will introduce three new limited edition labels to celebrate the iconic Negroni, an art form in itself, to which Campari is undoubtedly and intrinsically linked.
This year’s theme, There is no Negroni without Campari, celebrates Campari’s pride in being an essential ingredient of the original recipe – an iconic mix of Campari, gin, and sweet red vermouth created by chance in Florence in 1919 by Count Camillo Negroni.
Crafted with a simple yet eye-catching design, the three new Art Labels emphasise two iconic elements of the Campari brand – the bottle itself and of course, the glass; tapping into the rise in popularity of bitter flavours and the subsequent explosion of the Negroni as one of the most famous contemporary classic cocktails in the world, despite approaching its 100th birthday.
Just as there is no Negroni without Campari, there is also no Negroni without the passion and creativity of the world’s bartenders, whose creativity has fuelled hundreds of twists and reinterpretations of this iconic classic, each complementing Campari’s uniqueness and this year, contributing to the Contemporary Classics Compendium – a recipe collection consisting of reinterpretations of the Negroni and other Campari classics, created by bartenders from over 41 countries and curated on the Campari Facebook page.
A stylish addition to any drinks cabinet for Campari lovers and contemporary art enthusiasts alike, the vibrant colour schemes of this year’s Art Labels offer a magnificent contrast against the iconic Campari red liquid, while for the very first time, this year’s bottles feature a QR code offering cocktail fans a unique new experience through a step-by-step guide to creating the perfect Negroni from the comfort of their own home.
The limited edition 2016 Art Label 70cl bottles will be available to purchase from Waitrose, Sainsbury’s and Tesco as of Saturday 1st October.
Watch this year’s There’s no Negroni without Campari video here to learn how to mix your favourite bittersweet cocktail just like the experts.
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Joanne Connarty – firstname.lastname@example.org
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