Cocktail-Linked Campaign Puts a Twist on Fundraising

Liquor company Campari and drinks magazine Imbibe have joined forces on a campaign that lets bars and restaurants choose where to direct the money they raise, The New York Times writes.

During “Negroni Week,” which runs through Sunday, participating establishments are asked to designate $1 to $2 from each sale of the titular cocktail made made with gin, vermouth, and Campari liqueur. Campari America will donate $10,000 to charity selected by the outlet that raises the most cash.

Allowing outlets to make the charity choices is a new wrinkle for Negroni Week, which debuted in 2013 to fund Red Cross aid for victims of a devastating tornado in Oklahoma. Food banks and animal-rescue organizations are prime targets of this year’s campaign, for which organizers have set a $100,000 goal, 10 times the amount raised in last year.