Our journey around the world continues in search of successful Italian brands.
Today we tell the story of the world's most beloved cocktail, which dates back over 100 years.
Let’s start with the story, which is said to be the origin of this drink: Count Camillo Negroni. Born in the late 1800s, a traveler, a man of the world, a great swordsman, the Count was one of the protagonists of 20th-century Florence society. For his aperitif, he regularly visited the Casone coffee shop in Florence (now unfortunately replaced by a high-end boutique); one evening, eager to try something original, he asked the bartender to modify the Milan-Turin aperitif – at the time in vogue in high society in Florence – made with Turin vermouth and the already then symbol of the city of Milan Campari, the Martini. He had some gin added – to give more body to the drink but without changing its characteristic color – and the slice of orange on the glass. Three ingredients that gave life, almost by chance, to one of the most famous cocktails in the world and a true symbol of elegance and Italianness.

The most beloved cocktail in the world

The Negroni, a few days ago, took the top spot in the Drink’s International ranking, compiled by the best bartenders in the world, surpassing many other renowned international competitors. This is a feat for the cocktail, but also for the elements that make it up: the vermouth, the style, Campari and everything very Italian.

Campari Negroni, ready to enjoy

In the label of Campari Negroni Ready to enjoy, which reproduces the same recipe of the iconic cocktail, we find the entire history of the drink, starting with 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 has taught it to understand and interpret, helping to bring the message of Italian style to the world, highlighting it through the packaging.