Bols Genever Brings Generosity to Negroni Week

Celebrating with a cocktail is a longstanding tradition. Celebrating the cocktail itself is a more modern invention. One such celebration, Negroni Week, is catching on with consumers in a major way and turning out to be a major force for good through charitable fundraising. Since its launch by Imbibe magazine five years ago, Negroni Week has grown from a modest celebration at about 120 venues into a worldwide phenomenon with over 7,700 accounts participating and raising money for charitable causes. To date, Negroni Week participants have raised nearly $1.5 million to support worthy charity organizations. This year, our colleagues at Bols Genever are stepping up as a new sponsor with a major contribution and a plan to help the event grow even further. We spoke with Lucas Bols’ Senior Brand Manager Gilles Bensabeur about Bols’ involvement with Negroni Week.

“The team behind Negroni Week has done a standup job at growing the event,” Bensabeur said, adding “this time they have given Bols Genever a chance to join this winning platform. We came to the table with the idea to help a great cause, relying on our theatrical serve, The Red Light Negroni, to potentially bring more growth to the event.”  Bensabeur also confirmed that Bols has committed to donating up to $15,000 through their “A Drink For Your Cause” program.

“We are thrilled to partner with Bols Genever on Negroni Week 2018 and are grateful for their commitment to donate up to $15,000 in support of Negroni Week’s mission to raise money for charitable causes,” says Karen Foley, publisher of Imbibe Magazine. “Their support is yet another testament to the generosity of the hospitality world.

The Red Light Negroni Bensabeur mentioned is Bols’ signature serve for Negroni Week. Bensabeur explained, “The drink is a cheeky homage to the red-light district in Amsterdam, the birthplace over 350 years ago of Bols Genever. It is made by combining equal parts Bols Genever, Campari and sweet vermouth, then poured in to our eye-catching lightbulb decanter and served in a rocks glass filled with ice and garnished with an orange twist.”

Social Drinking

With such a dramatic, and photogenic, signature serve, Bols is anticipating The Red Light Negroni will make a sizable splash on social media. And that’s great news for charities like No Kid Hungry, Bols’ charity of choice, as the fundraising for Negroni Week is tallied up by social media hits. “The entirety of our $15,000 donation will be raised on social media,” Bensabeur told us. “Our account partners for Negroni week are asked to promote the program to their customers, encouraging them to share their Red Light Negroni experience on Facebook or Instagram, tagging #Redlightnegroni and the account handle.” How does that translate into money for charity? Bensabeur explained that “for each post, we will donate $1 to the account’s charity of choice, up to $15,000.”

Accounts can also get in on this by signing up at negroniweek.com, choosing an organization from the list of official charity partners and making a direct donation to that charity. Accounts can return during and after Negroni Week to make more donations to their chosen charity, if they choose.

Green Light for the Red Light

Bensabeur sees this year’s Negroni Week as a great opportunity to help worthy causes and also elevate Bols’ profile among consumers. “For Bols Genever, that has remained very much a niche brand,” he said, 
“the premier business goal is to partner with over 800 accounts. If we achieve our goal, this will ensure that we reach our goal of raising $15,000, and considerably grow our brand and cocktail strategy awareness,” with the benefit of inspiring substantial sales growth.

“Watching the classic Negroni grow in popularity over the last handful of years has been an absolute revelation,” said Bensabeur. “We’re extremely proud to sponsor Negroni Week and, hopefully, introduce Bols Genever, the original spirit of Amsterdam, to an even broader audience. That we get to do so to the benefit of such worthy charitable organizations makes it all the more worthwhile.”

Breakthru is thrilled to bring Bols Genever to businesses during Negroni Week, and year round.

RED LIGHT NEGRONI
Ingredients
1 oz Bols Genever
1 oz Campari
1 oz Sweet Vermouth 
Directions: Combine the ingredients in a mixing glass filled with ice and stir well. Strain and serve in a rocks glass filled with ice and garnished with an orange twist.