The Complete History of the Negroni Cocktail
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The history of the Negroni cocktail stretches back over a hundred years. Deeply rooted in Italian aperitivo history, it’s about how one man’s craving for something a little bolder and more potent than usual resulted in an iconic drink. At its core, the Negroni is a simple three-ingredient cocktail, but its impact has crossed borders, shaped drinking culture, and gained a passionate fanbase around the world.
Over the years, the Negroni has taken on many guises, but the one constant is its red, beating heart of Campari. It’s a union that’s transcended generations and left an indelible impact on cocktail culture. The story of the Negroni is the story of Campari, and we invite you to tag along as we go back to the beginning to learn more about this enduring legacy.
Origin story
To understand the history of the Negroni, we must travel back a few centuries to explore the roots of the Negroni family tree.
1860s → Milano-Torino (Campari + vermouth)
Imagine it’s sometime in the 1860s on a gorgeous summer’s day. You’re sitting at your favorite table at Milan’s Caffè Campari, watching the world go by. The barman comes over and offers you his latest creation: a rich red drink in a rocks glass garnished with an orange slice. As you sip on the bittersweet cocktail, he explains that it’s a mix of Campari from Milan and vermouth from Turin. He dubbed it the Milano-Torino and, in doing so, planted the seed from which the Negroni family tree would grow.
Late 1800s → Americano (with soda)
Fast-forward a few years, and Milan is the new hotspot for American tourists. The locals cotton on to the fact that Americans have a taste for Italian bitters but also that they prefer long drinks. Some bars start adding club soda to the Milano-Torino and serving it in a taller glass. The “American style” catches on fast, and so the Americano is born.
1919 → Negroni (gin replaces soda, thanks to Count Camillo)
Like a lot of cocktail history, the history of the Negroni has become muddled with time and, well, too many cocktails. But it’s widely accepted that the invention of this cocktail is attributed to one Count Camillo Negroni, a globetrotting Italian with an appetite for gambling and a love for cocktails.
His go-to clinker was the Americano, and after a stint in America as a cowboy, he returned home to Florence, Italy. One day at his usual watering hole, the Casoni Bar, back in 1919, he asked the bartender, Fosco Scarselli, to add a little extra kick to his favorite drink. Scarselli swapped the soda for gin, switched the garnish from the traditional lemon to orange, and poured what would become a legendary cocktail. There aren’t any records of the Count’s first sip, but we like to think he shouted, “Hell yeah, brother!” while high-fiving Fosco.
And so, the iconic Negroni was born, a legacy that endures today. It’s the cocktail that spawned a thousand more and was the blueprint for modern-day cocktail culture.
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Campari: The art of bittersweet elegance
The red heart of the Negroni was created in 1860 by Gaspare Campari, an Italian-born bartender who liked to experiment with homemade bitters. This gifted mixologist’s drink quickly became a hit with patrons and before long, he went on to open a bar of his own called Caffè Campari. It was built in what is now Italy’s oldest shopping gallery, Galleria Vittorio Emanuele II, overlooking the majestic Piazza Duomo. Caffè Campari soon became the hangout of Milan’s most fashion-forward crowd.
What set Campari apart from other bitters was its intense red color and bittersweet flavor. The recipe has always been a closely guarded secret, and even today, in the information age, the secret remains. Some say only three people know the recipe. Reports also suggest that up to 60 ingredients are used in Campari, from herbs and spices to fruit peels.
Eventually, the Campari business was passed down to Gaspare’s son, Davide, ushering in a new age. Campari moved into a state-of-the-art facility and expanded production globally. In the 1900s, the world got a taste for Campari and sales boomed. Davide even built his own bar, The Camparino, across from his father’s original bar.
With the invention of the Americano and the Negroni cocktail, interest in Campari was at an all-time high. The red passion of Campari also spilled over into everything from art, advertising, and urban culture to films, calendars, and memorable campaigns across all media. It pioneered the art of the aperitivo and helped share Italian culture with the rest of the world. The brand has become a global icon, and today, you’ll find Campari in any bar that’s serious about its pour.
And here’s the kicker: without Campari, you don’t have an OG Negroni. Sure, riffs like the White Negroni swap it out for lighter liqueurs, bringing floral and citrusy vibes instead of bold bitterness. They’re fun spins, but they venture off in a different direction. The original’s red heart belongs to Campari, and that’s why the Negroni has held its ground as one of the most iconic cocktails in the world.
Try these timeless classics: The Vintage Cocktail Comeback: Why Old School Cocktails Are Trending Again
A sip of culture: the Negroni and Italian lifestyle
Relaxation is something that we humans take very seriously. Every culture has its own version of it, but Italians take it to another level. They’ve elevated unwinding to an art form, and in Italy it’s called aperitivo. It’s more than just drinks at the end of the day; it’s an expression of culture through food, drink, and good company.
Along with other classics like the Aperol Spritz, the Negroni is a quintessential part of the aperitivo ritual. The bittersweet classic is the perfect way to charge your appetite before dinner. Complimentary snacks, or “cicchetti” like olives, cheese, and cured meats, are served with the Italian cocktails.
The idea is not to fill up on snacks but rather to whet the appetite for dinner. Aperitivo usually runs from 6–8 PM and serves as a perfect transition period from the bustle of the day to a more leisurely evening.
The Negroni family tree
The genius of the Negroni cocktail is in its simple, equal-parts formula. Campari is the anchor, while gin and vermouth are the variables you can play with. Swap those and you get new and interesting versions, but the red heart of the Negroni always shines through.
Campari’s official Negroni family tree features nine variations that all sprout from the original recipe. In each, the spirit or vermouth has been changed, and some recipes even use sweet and dry vermouths in the same cocktail. There are tequila, mezcal, bourbon, rye whiskey, Prosecco, rum, and coffee Negronis, but because of the constant Campari, they retain the essence of the original.
While each variation offers its own flavor experience, they all feel comfortably familiar. This is the magic of the Negroni cocktail.
Some fan-favorites of the Negroni tree are:
- Boulevardier: Swaps gin for bourbon, bringing depth and warmth.
- Negroni Sbagliato: Accidentally genius, with Prosecco instead of gin.
- Oaxacan Negroni: Mezcal adds smoky, earthy notes to the mix.
- White Negroni: Lighter, floral, and citrus-driven, with gentian liqueur standing in for Campari.
Link to: Negroni Variations: Creative Twists on a Classic
How to make a classic Negroni the Campari way
There are no special skills required to mix a good Negroni, but if you want a great one, follow our easy guidelines.
- Always use Campari.
- Use the best quality gin and vermouth you can find. A London Dry Gin is preferable, and a proper Italian sweet vermouth.
- Use a 1 oz measure for accuracy and follow the equal parts 1:1:1 ratio.
- Pour the Campari, gin, and vermouth into a rocks glass with ice, and stir for at least 30 seconds to chill.
- Squeeze an orange twist over the cocktail to release the oils into it, then rub the rim of the glass before dropping the orange into the drink.
- Enjoy!
Discover more aperitif cocktails: What is an Aperitif? 30 Aperitif Cocktails to Make at Home
A bit about Negroni Week
In 2013, Campari and Imbibe magazine joined forces to launch the very first Negroni Week. The idea was simple but genius: to create a week-long event centered around the mighty Negroni cocktail, with all the proceeds going to charity. Events would be hosted by bars and restaurants around the world and to participate, all the venues needed to do was make a small donation and then serve a Negroni or a variation all week long.
From those early days, the movement exploded. Thanks to Campari’s global reach, Negroni Week quickly spread across continents, uniting bartenders, cocktail lovers, and charities under one bold red banner. Today, it’s a worldwide celebration.
This perfect pairing of cocktails with compassion is summed up beautifully in Negroni Week’s mantra ― sipping for a cause. Want to see what’s planned for the next round? Check out our guide to Negroni Week 2025.
There you have it! The short and sweet intro to Negroni history and everything that goes with it. Visit the Campari, Bulldog Gin, and Cinzano websites to stock up on aperitivo essentials, and remember to sign up for our newsletter to stay in the mix.
