The Negroni Sbagliato is Breaking the Internet, Here’s Why

As you probably know, Negroni Sbagliato has been at the centre of a viral online trend in the past few months, all thanks to a TikTok video of ‘House of Dragon’ series stars, Emma D’Arcy and Alice Cooke, where Emma proclaimed Sbagliato as her favourite cocktail (the video on HBO profile reached over 21 million views).

“The viral video of TikTok with the stars of The House of Dragon Olivia Cooke and Emma D’Arcy is a pleasant icing on the cake to celebrate 50 years of the Negroni Sbagliato. Born from a clever mistake by Mirko Stocchetto behind the counter of his Bar Basso, it replaces gin with Prosecco, giving the Negroni an effervescent and thirst-quenching profile. Since the publication of the video, the online buzz around the cocktail is huge. Its mentions have increased by 500% in the last two weeks also sign of the increased consumer interest in replicating the cocktail at home.

Moreover, the on trade requests for the Negroni Sbagliato have also registered a surge. This significant increase in interest adds up to a trend that is established for over a decade now in which the revival of the great classic cocktails saw Campari Group as promoter and protagonist, thanks to timeless icons such as MiTo, Americano or Negroni, today the number one most consumed classic cocktail in the world.

It’s to be seen if the Negroni Sbagliato, with its lighter and more sparkling profile that makes it a bridge between the spritz category and the more structured cocktails, will be able to conquer a place in the 2023 ranking by adding to our four proprietary cocktails that have been on top for some time being the three Campari Classics: Negroni in 1st; Boulevardier in 11th; Americano in 16th and Aperol Spritz in the 5th position in the international ranking.” – Julka Villa, Campari Group Head of Marketing

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