GSN Alert: Bols’ “Red Light Negroni” Debuts During Negroni Week: June 4-10, 2018

Lucas Bols USA announces that it will be a supporting sponsor of Imbibe Magazine’s Negroni Week 2018 through its Bols Genever brand, featuring the Red Light Negroni. The sixth-annual event will be held June 4-10 and raises funds for charitable causes around the world.

Over the course of Negroni Week, bars nationwide will serve the Red Light Negroni – Bols Genever, Campari, and sweet vermouth presented in a custom light bulb decanter. The drink is a cheeky homage to the Red-light District in Amsterdam, the birthplace over 350 years ago, of Bols Genever.

“A Drink for Your Cause”

Bols Genever has also created “A Drink for Your Cause,” a charitable fund of up to $15,000 that will benefit the charities chosen by participating bars across the country. Here’s how it works:

  • Bars register at www.NegroniWeek.com and select an official Negroni Week charity.
  • During Negroni Week, every time a guest posts a photo to Instagram of their Red Light Negroni with the hashtag #RedLightNegroni and the account’s handle, Bols Genever will donate $1 to the account’s chosen charity.

“Watching the classic Negroni grow in popularity over the last handful of years has been an absolute revelation,” said Gilles Bensabeur, Bols Genever USA Brand Manager. Imbibe has obviously been instrumental in that growth and 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.”

“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.

RED LIGHT NEGRONI Recipe

  • 1 oz Bols Genever
  • 1 oz Campari
  • 1 oz Sweet Vermouth

Combine the ingredients in a mixing glass filled with ice and stir well. Strain into the lightbulb decanter, serve it next to a rocks glass filled with ice and garnished with an orange twist.

About Bols Genever

Bols Genever, the original spirit of Amsterdam, is made with the knowledge and craftsmanship of over four centuries of distilling by Lucas Bols, the world’s oldest distilled spirits brand from Amsterdam since 1575. Bols Genever is made according to the authentic 1820 recipe that is on display at the House of Bols in Amsterdam.

About Negroni Week

Negroni Week launched in 2013 as a celebration of one of the world’s great cocktails and an effort to raise money for charities around the world. From 2013 to 2017, Negroni Week grew from about 100 participating venues to over 7,700 venues around the world, and to date, they have collectively raised nearly $1.5 million for charitable causes.

For one week every June, bar and restaurants mix classic Negronis and Negroni variations for a great cause. To participate, each venue signs up at negroniweek.com, chooses from our list of official charity partners, and makes an immediate donation to that charity. Then they can return during and after Negroni Week to make additional donations to their chosen charity. After Negroni Week is complete, we tally up how much was raised collectively by all of our participating bars, restaurants and partners.

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