Campari® toasts partnership with 29th Screen Actors Guild Awards®
Campari ®, the iconic Italian aperitif, returns to the Screen Actors Guild Awards ® as the Official Spirits Sponsor. With a shared commitment to championing film and television pioneers who push boundaries to unlock great stories, Campari and the SAG Awards® will toast to the artistry of acting and cinematic innovation on Sunday, Feb. 26 at the Awards Show. Following the ceremony, Campari will continue toasting the winners as the spirits sponsor at the Post Show Awards Gala hosted by PEOPLE.
Campari's partnership with the SAG Awards is the latest example of the brand's longstanding dedication to the world of cinema. Cinema is the perfect alchemy of passion and creativity, creating unforgettable stories that inspire viewers. Much like cinema, Campari has a rich history full of storytelling, passion and innovation since its creation in 1860 — pushing the boundaries of creativity to go beyond the expected. Using Campari Red Diaries as a short film medium to further strengthen the brand's long-standing commitment to celebrating the arts, the brand has a legacy of collaborating with high caliber directors including Federico Fellini, Paolo Sorrentino, Stefano Sollima and Matteo Garrone. Campari also works with film festivals worldwide, such as Festival de Cannes, Venice International Film Festival, Berlin International Film Festival, Locarno Film Festival and the New York Film Festival, evolving brand ties to the industry.
For the first time in the U.S., the Campari Lounge debuts this Awards Season, offering a select number of invitees a behind-the-scenes look at the celebratory spirit of the SAG Awards through the lens of Campari. Within the Campari Lounge, The Official SAG Awards Cocktail, the Campari Negroni Sbagliato Red-Carpet Edition, is the star of the space.
Campari America's Head of Marketing Andrea Sengara shares, "This year's collaboration with the SAG Awards is extremely exciting for Campari, as the brand is showing up larger and more impactfully in the film industry than ever before in the U.S., and alongside a key player in the awards season circuit. This partnership allows Campari to continue its rich support of the creative community who are constantly pushing boundaries, and that's something to which we can all raise a toast."
The Official SAG Awards Cocktail draws inspiration from the classic Negroni Sbagliato. This three-ingredient cocktail has become a recent viral sensation, with a rich history dating back to 1972 at Bar Basso in Milano. Additional special Campari moments will come to life within the Lounge such as tableside Negronis, accompanying classic aperitivo-style Italian bites and rare Campari cocktail offerings in the days leading up to the official SAG Awards.
A Hollywood twist on the classic Negroni Sbagliato, the specialty Campari Negroni Sbagliato Red-Carpet Edition cocktail was crafted by Jessamine McLellan of the Campari Academy and is elevated by substituting prosecco for champagne. The cocktail boasts a perfect 50/50 balance of sweet and dry vermouth alongside a touch of gold shimmer, worthy of the star-studded toasts at the SAG Awards.
Campari Negroni Sbagliato Red-Carpet Edition
- 1 oz. Campari
- .5 oz. 1757 Vermouth di Torino G.I. Rosso
- .5 oz. 1757 Vermouth di Torino G.I. Extra Dry
- 2.5 oz. Champagne Lallier R.018
- Gold Shimmer
- Stir the Campari and two vermouths over ice and strain into a champagne flute. Top with 2.5 oz. ice-cold champagne and serve in a champagne flute glass with a touch of gold shimmer
Viewers of legal drinking age looking to livestream the SAG Awards with a Campari cocktail in-hand on Sunday, Feb. 26 at 8 PM EST / 5 PM PST on Netflix's YouTube channel, can easily mix up a Negroni Sbagliato via a Cocktail Courier kit delivered to their door, available for purchase this awards season here. Campari digital and social media campaigns will also run locally and nationally to help drive consumer awareness of Campari's film platform.
Please follow Campari's social media channel for further information: @CampariUSA.
Campari reminds you to please enjoy Awards Season – and especially the SAG Awards – responsibly.