Campari to launch drinks experience dedicated to the ubiquitous Negroni

Campari is to revive its #RediscoverRed campaign for 2016, announcing plans for a pop-up bar in homage to the Negroni cocktail.

The experience will launch on 11 May and run until 21 May at the Red Gallery in London’s Shoreditch. It promises to be a ‘bold and vibrant space’ filled with classic Campari artwork, while more than 30 different Negronis from around the world will be available to sample.

All recipes available to sample have been taken from the brand’s Contemporary Classic Compendium.

Guests without a preference for ingredients will be able to interact with The Negroni Selecta – a bespoke labelled dice. An engagement programme dubbed Negroni Code, which will encourage visitors to explore all corners of the venue in order to win vintage Campari prints, is also being developed.

Additionally, 15 partner bars have been enlisted to support the campaign. These will serve up their own bespoke Negronis for the duration of the pop-up.

Agency The Field has been enlisted as the strategic and creative lead on the campaign.

#RediscoverRed at The Negroni Bar by Campari follows on from the brand’s Red Night District campaign. Running throughout May and June 2015, the activation centred on a four-week artistic takeover of east London.

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