For Negroni Week 2026, Giulio Cocchi celebrates one of the great classics of the Italian aperitivo with a tribute to spontaneity, conviviality and that happy stroke of chance that can turn a mistake into a legend.

“Giusto o Sbagliato”, It’s Always Cocchi”

Cocchi’s concept for this edition, “Giusto o Sbagliato, è sempre Cocchi”, invites bartenders and Negroni lovers to explore the world of the Negroni through one of its most iconic twists: the Negroni Sbagliato. A lighter, sparkling and convivial take on the classic cocktail, it was born from an unexpected substitution of gin with sparkling wine.

Sparkling wines, which have always played a central role in Cocchi’s production — from the Metodo Classico, now Alta Langa DOCG, to the Italian Metodo Martinotti — will take centre stage in a selection of cocktails created for this edition.

The 2026 line-up includes the Negroni Sbagliato, made with Storico Vermouth di Torino Cocchi, Campari and Cocchi Brut, alongside interpretations such as the Sbagliato Bianco, Sbagliato Delicato, Teatro Sbagliato and Sbagliato Invecchiato: five different takes on the same creative gesture — turning a “mistake” into an opportunity for discovery.

Not every mistake needs correcting. Some become classics: Giusto o Sbagliato, It’s Always Cocchi.

The Negroni European Tour

A long-standing ambassador for the culture of the Negroni and the Italian aperitivo, Cocchi brings to Negroni Week a project dedicated to bartenders and bars around the world, inviting them to reinterpret the iconic cocktail through their own sensibility and local identity. Following the format launched in 2025, The Negroni European Tour takes shape in 2026 as a new chapter in Cocchi’s Negroni advocacy programme.

The project brings together some of the most influential names in the European mixology scene, united by their passion for Cocchi and by a strong presence both in their home countries and on the international stage. Each participating bar is invited to create a Negroni Twist inspired by the flavours, ingredients and distinctive character of its own territory.

More than simply a tour, The Negroni European Tour is a journey of encounters and exchange between leading figures in European mixology, with Cocchi Vermouth as the common thread connecting different bars, bartenders and cocktail cultures. A celebration of cross-pollination and mutual inspiration, brought to life through guest shifts and collaborations that connect some of the most acclaimed names on the European bar scene.