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It’s Negroni Week! Here’s how to paint the town red in London

Laura Richards

It’s time to paint the town red… Campari red, that is. Negroni Week – yes, seven whole days of celebrations in honour of the iconic cocktail – runs every year in June, but 2019 also supposedly marks the drink’s centenary.

The story goes that in Florence 100 years ago, Count Camillo Negroni wanted to add a bit of oomph to his Americano, made with Campari, vermouth and soda. So he asked his bartender to swap out the soda for gin (must have been a rough day) and the Negroni was born. Fast-forward 100 years and the boozy, bitter cocktail has semi-religious status in London.

cafe murano

To mark the occasion, this week you’ll find a clutch of watering holes pouring charitable Negronis, including Genuine Liquorette (serving up a Pineapple Negroni) and Cafe Murano (which has a whole menu of Negroni twists on offer, paired with cicchetti to keep you from going weak at the knees).

You can even pick up a free Negroni at Soho spot Mele e Pere, which will be giving away 50 cocktails to early birds tonight (Monday 24) and a further 50 tomorrow evening (Tuesday 25). Or head to Callooh Callay on Thursday to sip twists on the drink inspired by exotic destinations. And that’s just a snapshot of the week ahead – so pace yourself and enjoy. It’s surely what Count Camillo would have wanted.

Negroni Week runs from Monday June 24 until Sunday June 30. Find out more at

Get your lips around our list of the best Negronis in London.

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