MMI - Campari Negroni
Competition 2016-2017

Print and Digital Event Materials

Campari Negroni HISTORY

The Negroni cocktail was created in Florence between 1919 and 1920 by Count Camillo Negroni. In the 1920s, the Count was a regular at the city’s Caffè Casoni and one day, tired of the Americano aperitif, he asked Fosco Scarselli, who was working behind the bar at the aristocratic Caffè, to add a touch of gin rather than soda to his Americano, in honour of his last trips to London. And so here, in this very café in Via de’ Tornabuoni, the Count’s ’usual’ became known by the other clients as Count Negroni’s Americano, or the “Americano with a touch of gin”

The cocktail was finally named after the Count who adored it. Today, similar to back then, the cocktail is considered to be one of the most famous Italian cocktails in the world as the plain, simple ‘Negroni’. Negroni is part of the official cocktail list of the IBA (International Bartending Association). IBA cocktails are prepared all over the world according to this original recipe.

Event Overview

MMI hosts the competition annually to all trade bartenders in UAE. The most successful Campari cocktails will be those that have the most appeal and are not difficult to replicate. MMI selects a venue that would bring out the events character and its festive atmostphere. Out of 60 contestants, the winners with their signature cocktails will be travelling to Milan to be awarded and be recognized globally.