Just when you thought the popularity of the Negroni couldn’t rise higher, The Negroni Bar by Campari has launched in the heart of London.

The UK’s first permanent Negroni bar is located at The Alchemist Monument, near London’s Monument Station. 

Guests can explore six Negroni variations—from the timeless classic to bold new twists created by The Alchemist, like the Pressurised Negroni and Negroni Sour.

The interiors of the bar draw on the Italian brand’s heritage and design, with red lighting and tinted mirrors reflecting the ‘iconic’ colour of the liqueur.

The Alchemist CEO Simon Potts said: “We’re excited to unveil The Alchemist Monument, our newest site in the vibrant City of London.

“Opening in such a dynamic location allows us to engage with a high volume of both locals and visitors alike, and the introduction of the Negroni Bar by Campari is a significant milestone for us.

“It’s a bold, vibrant space that celebrates the artistry and heritage of one of the world’s most iconic cocktails, and we’re proud to establish The Alchemist as a home of Campari in the UK.”

London’s legendary role in creating the Negroni

It is fitting that The Negroni Bar by Campari has chosen London as its location. As legend has it the cocktail was created by a young and rebellious descendant from a Florentine noble family, Count Camillo Negroni, who had returned to Italy after developing a taste for gin while in London.

The year was 1919 and Count Camillo was sitting in Florence’s Bar Casoni. He asked his bartender friend Fosco Scarselli, to strengthen his Americano (a classic cocktail containing Campari, vermouth and a splash of soda). 

Count Camillo requested Scarselli add a splash of gin in place of soda water to the Campari and vermouth concoction. The new recipe took Florence’s high society by storm, becoming even more recognisable with Scarselli’s final touch of an orange slice delicately resting in the glass. Fosco used this to differentiate the drink from the Americano, which shares the same colour, and this sail-shaped, citrusy addition was the ultimate signature on the iconic Negroni appearance.

Sydney’s home of the Negroni

While The Negroni Bar by Campari is the company’s first permanent Negroni Bar, Australian fans do have an unaffiliated outpost dedicated to Negronis, Sydney’s Bar Conte.

When it opened in 2022, Bar Conte claimed to be the world’s first dedicated Negroni bar. It offers a unique selection of more than 30 Negronis, made from an extensive list of unique Italian vermouths and bitters alongside rare Amari and spirits.

The Negronis on offer range from a bourbon-based Boulavardier, a version made with Pinot Grigio called the “Bicicletta”, a mezcal Negroni and even a chocolate Negroni made with chocolate liqueur. 

You’ll find Bar Conte at 340 Riley Street, Surry Hills.