THE DIRTY NEGRONI EFFECT: NEW DATA REVEALS BRITS ARE EMBRACING SAVOURY COCKTAILS AND CULT INGREDIENTS AS THE ‘DIRTY’ DRINKS TREND SWEEPS THE UK

The UK’s cocktail landscape has undergone a flavour revolution, with drinkers embracing an increasingly diverse range of flavours and serves. New research2 reveals a growing appetite amongst Brits for savoury, briny, and umami-forward flavour profiles. Bringing this trend to life is the iconic classic reimagined: The Campari Dirty Negroni, created in partnership with cult Spanish food brand, Perelló.
With Google searches for ‘Dirty Martini’ and ‘olive brine for martinis’ reaching Breakout (+5,000%) status¹, cocktail drinkers are increasingly ordering their drinks extra dirty, substituting sweet mixers for the depth of premium olive brine. Now, Campari and Perelló are bringing this obsession into aperitivo culture, combining the bittersweet profile of Campari with the savoury, salty richness of Perelló olive brine and green olives.
According to new research commissioned by Campari2, 39% of British cocktail drinkers say they now offer guests savoury or briny profiles when hosting at home, while over the past year, 20% state they regularly order drinks with savoury, briny or bittersweet profiles when socialising. The shift is even more prominent in the capital, with London ranked as the UK’s ‘Dirtiest’ City, where 1 in 3 bar-goers actively request their cocktails ‘extra dirty’ or ‘filthy’2.
Emily English (Em the Nutritionist), Food Creator & Campaign Ambassador, comments: “I’ve always loved Campari and a classic Negroni is one of my go-to drinks, especially when I’m hosting. This twist is so good though. Adding a little Perelló olive brine gives the Campari base this salty, savoury edge that just works.

I think people are definitely leaning away from really sweet cocktails and looking for drinks with a bit more depth, especially ones that work well with food. The Campari Dirty Negroni is savoury and punchy. It’s absolutely what I’ll be serving for Negroni Month this September.”

The savoury revolution is no surprise considering viral savoury food trends, including ‘picky bits culture’ and artisanal grazing boards filling social media feeds. The data2 reveals that 49% of hosts now consider savoury, bar-quality cocktails essential for home entertaining, while 1 in 5 Brits regularly use premium ingredients like olive brine to elevate their drinks at home.
Tristram Fini, Campari Academy & Trade Advocacy Manager at Campari Group UK said: “The Negroni continues to be one of the world’s most influential cocktails, and Campari remains its unmistakable red heart. The classic serve isn’t going anywhere, but we’re also seeing growing interest in creative variations that bring new flavours and experiences to the aperitivo occasion.
“Consumers want complexity, balance, and depth; they’re looking for drinks that complement food and elevate hosting rituals. Combining the bitter botanicals of Campari with the rich, saline quality of Perelló olive brine creates an incredible balance of flavours. The Campari Dirty Negroni isn’t just a drink; it’s a modern aperitivo experience that brings together Mediterranean food culture and elevated cocktails.”
Throughout Negroni Month this September, Campari and Perelló have partnered with top venues across the UK to serve the official Dirty Negroni, giving consumers a taste of the season’s defining drink trend.
Participating On-Trade Venues & Negroni Lounges

Bar Brasso (Nine Elms) – The official Campari & Perelló Aperitivo Day Party on 19th September (2pm–12am), with a headline DJ set from Owen Cutts, complimentary bites by Robin Gill of Darby’s and merch giveaways. Grab your tickets. Daily £5 Negroni Happy Hour.
Lardo (Hackney): Permanent Campari Lounge open NOW with £5 Negroni nights, masterclasses, and Sunday DJ sessions.
Equal Parts (Hackney): World #54 Best Bar, Mexico City’s Bar Mauro, kicks off Negroni week with a takeover from 20th–21st September. Complimentary Auguste snacks when purchasing a Campari drink each Wednesday.
Café 1001 (Brick Lane): Month-long takeover featuring £5 Negronis, complimentary Perelló olives, and Saturday DJ series.
Next Door Records Two (Shepherd’s Bush): Month-long £8 Negronis with complimentary Perelló olives and custom snack pairings, and weekly Saturday DJ sets.
The Shaston Arms (Soho): Special Negroni menu all September including £5 Negronis with free Perelló olives every Sunday.
Special Partner & National Activations:
Fatto A Mano (All Locations): Serving ‘The Queen Negroni’ (a Margherita pizza-inspired serve) from 7th Sept – 18th Oct.
Hawksmoor: £5 Happy Hours London-wide, Monday – Friday, 4-5pm
National Bar Partners (UK-Wide): Dirty Negroni specials available throughout September at participating venues including Satan’s Whiskers (Bethnal Green), Breadstall (Soho), Rita’s (Soho), Federicos (Manchester), and Market House (Cambridge).
Satan’s Whiskers (Bethnal Green): Monday 21st and Tuesday 22nd. Venue collaboration sees Satan’s Whiskers (#21 World’s 50 Best Bars) hosting Moeibus (Milan, #7 World’s 50 Best Bars) for a two-day residency in Bethnal Green. Moebius will be bringing not just their bar, but their Michelin Starred snacks along for the ride. Each drink ordered from the exclusive Campari Negroni Week menu will come with your choice of a snack, free of Charge.
Il Bambini (Shoreditch): Italo Disco-themed Negroni Week closing party from 5 – 11pm on Sunday 27th September, with £5 Negronis all evening.
Slayer Notting Hill: £7 negronis for the whole month, 1 classic + 3 twists including the Dirty Negroni
Caia Notting Hill: Negronis & Cannoli deal – 1 classic & 3 twists including the Dirty Negroni
Aperivino (Belsize Park): Negroni twists menu including the Dirty Negroni
If you can’t get to a venue this Negroni Month, discover the Dirty Negroni recipe and others here.