Negroni Week Gets Bitter With The Slayer
The 13th annual Negroni Week came to a close last week, and this year Campari aimed to slay with a new frontwoman.
Actress Sarah Michelle Gellar reps the brand’s new Stay Bitter capsule collection, channeling her former “bitter roles” into selling limited-edition merch ranging from totes to sweatshirts. Beyond fashion, Campari continues to put its money where its Negroni cocktails are: a $100K donation to Slow Food kicked off the week, while billboards, trade events, and Penn Station takeovers kept the Negroni in the spotlight.
The Macallan Unlocks A Charm Chase
IRL events are raging this fall: BevNET’s PR inbox is full of takeovers, pop-ups and activations, particularly in New York. The Macallan emphasizes this return by rolling out a nationwide program called “A Month of Timeless Taste,” inviting drinkers on immersive cocktail journeys.
A new visual identity from design icon David Carson anchors the effort, with bartenders guiding guests through bespoke serves and limited-edition glassware “charms” hidden at bars and select retailers. The rarest of these Horse Charms unlocks a trip to The Macallan Estate in Scotland.
Glenfiddich Brings F1 to Grand Central
Whisky meets the fast lane as Glenfiddich teams up with Aston Martin Formula One to launch its new 16 Year Old. Last week, Grand Central’s Vanderbilt Hall transformed into a whisky-meets-motorsport playground, featuring tastings, signature cocktails, an F1 reflex challenge, and a full-scale Aston Martin replica car. Guests were able to personalize bags and snag bottle engravings at Central Cellars.
Willem Dafoe Stars In Laphroaig Campaign
Islay Scotch icon Laphroaig is going cinematic, enlisting Willem Dafoe to star in “The Taste,” a short film directed by Tim Pope. The piece follows Dafoe’s search to define the whisky, and will also extend to a limited-edition product collaboration, set for release in 2026.
To celebrate the global launch, Laphroaig and Dafoe partnered with The Barley Mow pub in Mayfair, London on a three-day activation featuring a special cocktail, which will be available at select bars worldwide over the coming months.
Sabrina Carpenter Ditches Espresso For Whiskey
Johnnie Walker is stepping into a new era with global pop superstar Sabrina Carpenter, aligning the world’s top Scotch whisky with the release of her highly anticipated album “Man’s Best Friend.”
The multi-year partnership clearly targeted at younger fans kicked off with album-inspired content, ads and signature cocktails curated by Carpenter. It’s the first in what the brand promises will be a series of collaborations with “progressive voices in music.”