Over a century on, the Negroni continues to inspire bartenders across India to stir up bold, local interpretations of this timeless classic
Fay Baretto. Pic/Nimesh Dave
In 1919, when Colonel Count Camillo Negroni asked his bartender to swap the soda in his Americano for a splash of gin, a legend was born. Three spirited co-conspirators — 30 ml Campari, 30 ml gin, and 30 ml sweet vermouth — came together to create a drink that made “bitter” taste better. The amber-hued aperitif from Milan soon became more than a cocktail — it became an attitude, one stirred, never shaken.
Historically, the Negroni was the third in a lineage — after the Milano-Torino (Campari and vermouth) in 1860 and the Americano (Campari, vermouth, and soda) in 1870. From it later flowed the Boulevardier (Campari, vermouth, and bourbon) and the Rosita, where tequila took bourbon’s place. And in the 1980s, one happy accident — swapping gin for prosecco — gave us the effervescent Negroni Sbagliato.
Meghna Mittal, Brand Ambassador and advocate for Campari India, shares, “Campari can be an acquired taste. That’s where a bartender’s craft truly shines, in creating experiences that help people discover and appreciate its depth. To keep the Negroni conversation alive, Campari hosts the annual Red Hands bartending competition — in India and globally — giving mixologists a platform to present their own interpretation of this classic.”
ORANGE FLOAT, SCARLETT HOUSE
This year, from September 22 to 28, the world raised a toast to Negroni Week, a global initiative launched by Campari in 2013. What began as a celebration of the iconic cocktail has evolved into a creative showcase, with bartenders worldwide reimagining the classic in countless ways. Closer home, India’s bar scene has joined the movement with enthusiasm, as restaurants roll out dedicated Negroni menus and spirited specials for a splash of crimson creativity.
Shahrom Oshtori of Sixteen33 in Bandra believes variations exist because consumers crave novelty and evolving palates demand innovation. “Every classic in the world has a variation — cocktails are all about mixing spirits and finding the right balance of sweet, saline, and citrus,” he says. At Sixteen33, the Negroni remains the top-ordered drink, inspiring a dedicated section of eight creative renditions. Among them, Nut, a banana-flavoured, peanut butter–washed Negroni stands out as a crowd favourite. “The canvas is experimental, and consumers are loving it. Even the purists aren’t frowning anymore,” Oshtori smiles.
ALMOND AT SIXTEEN33
Bars are now reimagining the Negroni, often pairing it with their cuisine’s flavour palette. At Loya, The Taj Mahal Palace, Mumbai, Head Mixologist and Bar Manager Dilwar Ahmed serves Gulabi, a Negroni with an Indian twist. “We’ve been experimenting with unique bitters and infusions. Our house-made coffee-infused Campari adds a deeper, roasted note, while a botanical gin with hints of cardamom and rose chilli complements its bittersweet depth,” he adds.
Scarlett House’s Head Mixologist Fay Barretto believes the magic lies in the mix. “It’s about adjusting ratios based on the power and complexity of your gin and vermouth,” she says. “We love experimenting with infusions, local ingredients, and elements straight from the kitchen. We make our own vermouth, which adds a whole new dimension.”
At Permit & Co in Lower Parel, the Smuggle My Negroni puts a tropical spin on the classic — gin, strawberry, rosso, and Campari infused with coconut. The result? A restrained bitterness softened by fruit-forward complexity.
Meghna Mittal
Adding to India’s growing Negroni narrative is Davana Vermouth Indica, made using Artemisia absinthium or Davana (wormwood). “It comes in two styles - Rosso (red) with 23 botanicals that lean toward spices, blackcurrant and cherry; Bianco with 21 botanicals, offering an aromatic profile of citrus fruits, vanilla and caramelised spices. Brand ambassador Chethan MV, says, “Rosso brings more depth, while Bianco is lighter, more aromatic.”
Meanwhile, Anand Virmani of NAO Spirits — the makers of Hapusa Gin — has taken India’s love for bitters a step further with the Bitter People’s Club, launched earlier this year. “More people are opening up to the Negroni experience,” he says. “We bring together eclectic groups who enjoy expression and aren’t afraid to play bold.” At their tastings, the team experiments with flavour geography. Take the Himalayan Negroni, infused with timur, a Nepali Sichuan pepper that replaces the need for orange peel and is paired with a roasted cherry tomato, a nod to the spicy tomato chutneys of the region. Hapusa’s boldness has earned it global recognition — it was crowned Best Gin for Negroni at this year’s Gin Guide Awards. “Campari and vermouth can easily overpower a gin,” says Virmani. “You need one that holds its ground. The Himalayan juniper brings a savoury depth with hints of turmeric and raw mango.”
Today, the experimentation has matured beyond gimmicks. “We’re seeing nuanced, rooted interpretations — from Johari rice of Assam to mushrooms and vetiver — as Indian mixologists explore non-obvious pairings that celebrate our terroir,” Virmani adds.
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