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Campari launches pre-mixed Negroni cocktail, as "in" becomes "the new out" for consumers

Published:  10 November, 2016

Campari is looking to capitalise on the trend towards premium cocktails in the off-trade with the launch of a ready-to-drink Negroni cocktail.

Capari Negroni's first listing will be in Waitrose nationwide, launching on November 14, with an RRP of £19.

Campari has traditionally been a core ingredient in the classic Negroni cocktail, which is a blend of sweet vermouth, gin, and bitters.

The launch in is response to the rise in popularity and demand of classic bitter drinks such as Negroni and also to the trend of consumers wanting to recreate the premium bar experience at home.

According to a recent report from Waitrose, staying in is the new going out, with consumers increasingly drinking at home and buying premium ingredients to make their own homemade cocktails.

According to the report, four in 10 consumers see going out to eat and drink as less of a treat these days, thanks to the rise of affordable and healthier casual dining options, with trendy restaurants offering small-plate, informal grazing or large sharing platters which can be replicated at home.

This is in stark contrast to the fine dining, said the report: "Staying in is about control and indulgence...Our kitchens are creative spaces, where we enjoy spending time cooking, whether we're entertaining friends, bringing the family together or indulging a loved one."

The new Campari Negroni 70cl bottle is similar in format to the original Campari bottle familiar to consumers, and emphasises the cocktail's premium ingredients and heritage.

Campari worked with RBA Design to develop the label set for Campari Negroni.

Nick Williamson, marketing director for Campari UK, said: "Negroni fans and their friends will be able to enjoy a perfectly balanced Negroni straight from their drinks cabinet in total relaxation. The only effort will be to pour this delicious readily-crafted cocktail into a glass, filled with ice and garnished with a slice of orange - exactly the way the Count did almost a century ago".

Also launching in Waitrose this month is Warner Edwards' flagship Victoria's Rhubarb Gin.

The Northamptonshire-based Warner Edwards Distillery will launch its gin into 230 stores nationwide and will retail for £38, also from November 14.

"Our Victoria's Rhubarb Gin has seen year-on-year sales rocket by 371% and the greater distribution which this listing allows, means more people will be able to enjoy our authentic British craft gin at its best. We recommend serving over ice with ginger ale, or as a simple G&T," Warner Edwards founder, Tom Warner, said.