It’s no secret that we are a little bit obsessed with Negronis here at Loveday - bittersweet, aromatic, and punchy enough to cut through even the greyest Falmouth afternoon. But how did this ruby-red cocktail come to be such a classic? Let’s rewind.
The Count Who Wanted Something Stronger
The Negroni story starts in Florence, 1919. The legend goes that Count Camillo Negroni asked his bartender to stiffen up his usual Americano (Campari, vermouth, soda). Out went the soda, in came gin, and suddenly the Negroni was born.
Was the Count a noble adventurer, a cowboy, or a bit of both? Accounts vary, but one thing’s certain: he knew a good drink when he tasted one.
Campari's Marketing Genius
The other star of the show is, of course, Campari. That vivid crimson hue isn’t just for looks - it made the Negroni instantly recognisable and helped cement its place on bar menus around the world. By the mid-20th century, Campari’s marketing machine was in full swing, painting the Negroni as the drink of choice for the stylish and well-travelled.
In the 1960s and 70s, Italian cinema helped export its glamour: smoky bars, clinking glasses, and plenty of Campari red. And in the 21st century, the Negroni found a second life with bartenders and home drinkers alike. Its simple, equal-parts recipe made it both a cult classic and an Instagram darling.
There’s even a “Negroni Family Tree” that charts the hundreds of riffs it’s inspired, from Boulevardiers to White Negronis to frozen versions. In 2013, Imbibe magazine coined Negroni Week as a charitable initiative, which has since become a global celebration with thousands of bars mixing Negronis to raise money for good causes. And, perhaps my favourite bit of Negroni lore: someone once attempted the world’s largest Negroni in Milan, a mind-boggling 500 litres served in a single enormous glass.
Why We Are Head Over Heels With It
For us, the Negroni is the perfect mix of balance and boldness: bitter, sweet, strong, refreshing. It’s a drink with history, character and makes you slow down and savour- only a psychopath would knock this back rather than sipping unhurriedly. Preferably with good company and a bowl of something salty to snack on within reach.
Forgive the brag, but Golden Hour Gin really is the best Negroni gin we’ve ever tasted. We designed it that way - heaps of grapefruit/citrus flavour, bold aromatics in the shape of cardamom, pink peppercorns and rose, and enough backbone to stand at eye-level to Campari without getting lost. It’s the bottle we reach for every time we’re mixing one at the distillery bar.
And with Negroni Week upon us, we’ll raise a glass to Count Negroni. We love Negronis. Always have, always will - and this week feels like as good a time as any to say it out loud.
