Campari®, the legendary red aperitivo from Milan, is once again stealing the spotlight with the return of Negroni Week (Sept. 22–28, 2025). To honor the world’s best-selling cocktail, Campari has launched its “Stay Bitter” capsule collection, fronted by actress Sarah Michelle Gellar, celebrating bitterness not only in cocktails but also as a way of life.
With proceeds supporting the Slow Food Negroni Week Fund, the initiative highlights how a timeless recipe of Campari, gin, and sweet red vermouth continues to inspire culture, fashion, and philanthropy worldwide.
A toast to timeless bitterness
If there’s one thing cocktail lovers agree on, it’s this: there is no Negroni without Campari. That iconic red aperitivo has been the bitter heart of the drink for over a century. And this September, Campari is ensuring that Negroni’s global fans have more than just a glass to raise—they’ve got a whole lifestyle to embrace.
The “Stay Bitter” campaign does exactly that. Launching alongside Negroni Week 2025, the limited-edition capsule collection features bold designs and essentials like a crewneck, tote, and hat ($40–$70).
Who better to represent the power of embracing bitterness than Sarah Michelle Gellar: known for her strong, iconic roles and now her love of Negronis?
“My friends even call me the ‘bitter connoisseur,’” shares Gellar. “Now, I’m so happy to be launching the Stay Bitter Capsule Collection with Campari, turning my love for bitterness into an everyday lifestyle.”
Negroni Week 2025: Bitter for a better world
But Campari isn’t just about cocktails and cool merch; it’s also about community impact. Each year, Negroni Week raises funds for the Slow Food movement, supporting projects in over 160 countries that champion sustainability, education, and equity in food and beverage.
Here’s what’s on the agenda this year:
- $100,000 donation from Campari and $10,000 from Southern Glazer’s Wine & Spirits to kick off fundraising.
- Education scholarships and hospitality grants are distributed through the Slow Food Negroni Week Fund.
- Innovation Awards celebrate creativity in the bar industry.
- Billboard takeover at Penn Station and trade events in NYC and Los Angeles.
And the fun fact? In 2024 alone, Negroni Week raised over $600,000 across 13,000 venues in 90 countries. That’s a lot of cocktails doing a lot of good.
Why bitterness is trending
In a world hooked on sweet shortcuts, Campari is reminding us that bitter has benefits. It sparks conversation, fuels creativity, and offers a flavor that’s anything but boring. The Negroni (equal parts Campari, sweet red vermouth, and gin, garnished with orange) has climbed to the top of global cocktail culture for exactly that reason.
And let’s face it: embracing bitterness has never looked cooler, thanks to the “Stay Bitter” fashion line. Campari is not only keeping the Negroni relevant, it’s also turning it into a cultural movement that blends taste, style, and social good.
Cheers to staying bitter—and better
Negroni Week 2025 is more than just a toast; it’s a movement that proves cocktails can inspire creativity, fuel fashion, and make a real difference worldwide.
Whether you’re sipping a classic Negroni, sporting the new capsule collection, or simply supporting sustainable food and beverage initiatives, you’re part of a global celebration with Campari at its heart.
Ready to raise your glass or your new “Stay Bitter” tote? Explore more about Campari Negroni and discover our cocktail collection. For more insights, feel free to contact us or explore our range of ingredients and private label solutions. After all, sweetening life is easy—but staying bitter is what makes it iconic.
