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Negroni World's Fastest Growing Cocktail

As a result of bartenders challenging consumers to try new flavours, the Negroni is becoming the fastest-growing cocktail in the on-trade. This is backed by the growth in gin and Campari sales in Europe and the US, where aperitif culture is going from strength to strength. Two years ago the cocktail trend was for the Old Fashioned, and before that the Manhattan. Now the Negroni is the new popular classic cocktail, with the trend prominent among hipsters and 25-plus-year-olds. The Campari team says it is unlikely to 'go mainstream' because of its slightly bitter taste profile.


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