Meet Our Sponsors: Cinzano
Negroni Week would not be possible without the generous support of our sponsors, and this year, we’re excited to have Cinzano on board as a partner. One of the classic Negroni’s three key ingredients, of course, is sweet vermouth, and in Italy, Cinzano has been producing spirits, vermouth and sparkling wine for 250 years, though many people don’t know much about the company’s long history.
Based on an original family recipe using wine, alcohol, sugar and an infusion of aromatic herbs, Cinzano’s secret recipes were created in the late 18th century by brothers, Giovanni Giacomo and Carlo Stefano Cinzano. At the time, vermouth had become popular among the aristocracy and middle class, and by the mid 19th century, the Cinzano family had increased production of their traditional products, especially vermouth.
During the 1920s, Cinzano launched its now iconic poster campaigns (see the image above). That period also marked a return to advertising, with different themes specific to the period, including the ‘flapper’ as a sign of the rising social status of women, as well as a greater awareness of sports, and of the rising phenomenon of the movie star. Through the rest of the 20th century, Cinzano continued poster and print advertising signed by well-regarded artists and illustrators. From the ‘60s, the brand concentrated its communication on film, radio and television, and more than 200 TV commercials were filmed between 1957 and 1980.
In 1999 Gruppo Campari acquired Cinzano, and since then, the vermouth category has grown exponentially around the world. Vermouth time in Europe and Argentina it is a daily tradition, and recently, that tradition has been embraced by a larger audience of drink enthusiasts. Specialty vermouths have now joined premium spirits as a staple on the bar shelf, and bartenders are getting more creative than ever before with their cocktail recipes. Try Julie Reiner’s Kula Negroni, which combines Cinzano Bianco with gin and strawberry-infused Campari, or the Tegroni, which combines Cinzano 1757 with gin, Campari and a spiced black tea infusion.