Campari has enlisted actor, host and producer Alan Cumming to lead the latest phase of its Stay Bitter campaign during the 14th annual Negroni Week. Running September 21-27, 2026, the activity includes a U.S. promotion offering eligible consumers up to $15 back on a Campari Negroni.
Cumming heads The Bitter Nine, a group of nine personalities and Campari fans brought together for the campaign. The initiative draws on the aperitivo’s “9 out of 10,000” advertising heritage, which Campari describes as celebrating people who embrace their differences.
The campaign links the Milanese aperitivo’s bitter flavor with themes of creativity, individuality and self-expression. It extends Stay Bitter through a group whose members span entertainment, food, fashion, design and hospitality.
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Joining Cumming are tastemaker Jalil Johnson, Marie Claire editor-in-chief Nikki Ogunnaike, chef Jonah Reider and creator Angel Sipilia.
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The remaining members are Jimmy Gia Huy; Fabiana Faria and Helena Barquet of Coming Soon NY; and mixologist and Drink Masters judge Julie Reiner.
Alongside the campaign, consumers aged 21 and older in participating U.S. states can claim the rebate when they order a qualifying Campari Negroni during Negroni Week. Redemption requires consumers to upload their receipt. The offer runs throughout the seven-day event.
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READ THE STORYImbibe launched Negroni Week in 2013, with Campari serving as a lead partner since its inception. The event brings together participating bars and restaurants while raising funds for food and beverage initiatives.
According to figures supplied by Campari, more than 15,000 venues across more than 97 countries participated in 2025, helping raise more than $700,000 for educational scholarships and community-based projects.
For 2026, Campari and Imbibe are continuing their support for the Slow Food Negroni Week Fund. Funding will support educational scholarships, Negroni Week Innovation Awards and Slow Food Exchanges, including grants for hospitality professionals.
Consumers can find participating venues through the Negroni Week website.
The cocktail at the center of the event combines equal parts Campari, sweet red vermouth and London dry gin. Campari’s recipe calls for stirring the ingredients over ice, straining into a rocks glass with fresh ice and garnishing with an orange slice.
