The Negroni Society is a subscription service and members' club celebrating the classic Negroni cocktail. Founded by Rob and Jim Berry of Asterley Bros in London, it delivers a new Negroni recipe every month, crafted by the best bars and bartenders, with two Negronis in each delivery.
Key details:
- Subscription: £14.50 a month plus postage; cancel any time, or save 5% or 10% with a pre-paid 6- or 12-month plan.
- Delivery: Two Negronis in each monthly delivery, dispatched on the 10th by Royal Mail.
- Extras: A membership card with your first delivery, and the online members' area with the story and recipe behind each month's Negroni.
- Masterclasses: Asterley Bros also runs masterclasses at its South London production space, including The Negroni Session.
- Collaborations: Past partners include Claridge's and Harry's Bar.
The Society also offers gift memberships and marks Negroni Week. It’s perfect for cocktail enthusiasts who want expertly made drinks delivered to their door.
The History of the Negroni Cocktail
How the Negroni Was Created
In 1919, at Caffè Casoni in Florence, Count Camillo Negroni, a former cowboy and gambler, decided to give the Americano cocktail a bold twist. Wanting something with more kick, he asked bartender Fosco Scarselli to swap the soda water for gin. According to legend, he simply said, "Fosco, can I have it my way?".
Scarselli obliged, replacing the soda with gin and garnishing the drink with an orange slice to set it apart. Thus, the Negroni was born. The recipe is straightforward: equal parts gin, sweet vermouth, and a bitter aperitivo. While Campari is the classic choice, modern takes, like those using ASTERLEY ORIGINAL or NEGRONI JUICE, add new layers to this iconic mix.
The cocktail's popularity was instant. Drawing inspiration from earlier Italian staples like the Milano-Torino and the Americano, the Negroni's gin substitution created a drink with a bolder, more robust character.
The Negroni's Global Appeal
From its humble beginnings in Florence, the Negroni quickly gained traction across Europe and beyond. By 1947, it had even caught the attention of Hollywood legend Orson Welles. Its status as a classic was cemented in 1961 when it was added to the International Bartenders Association's list of classic cocktails, under the category "The Unforgettables".
The Negroni’s charm lies in its simplicity and adaptability. Its equal-parts formula ensures consistency, making it a favourite among bartenders, while its bittersweet flavour perfectly complements the Italian aperitivo tradition. Typically enjoyed between 6:00 PM and 8:00 PM, it is a traditional aperitivo before dinner. Over time, the Negroni has inspired countless variations, such as the Boulevardier and the Negroni Sbagliato, which swaps gin for Prosecco.
The cocktail’s resurgence in popularity has been remarkable. Drinks International crowned it the World's Best Selling Classic Cocktail of 2022. Since 2013, the global Negroni Week initiative has brought together thousands of venues to raise money for charitable causes. This blend of rich history, adaptability, and community focus has elevated the Negroni beyond just a cocktail: it's now a worldwide symbol of craftsmanship and the aperitivo tradition. Its enduring legacy is celebrated by the Negroni Society, which honours both its roots and its evolution.
What is the Asterley Bros Negroni Society?
The Asterley Bros Negroni Society is a subscription service designed for Negroni enthusiasts, delivering expertly crafted versions of the classic cocktail straight to your doorstep. Founded by London-based brothers Rob and Jim Berry, the society unites fans of Negronis and aperitivo culture under one banner. Or, as they describe it:
A Members Club for Negroni Lovers; A society of like-minded individuals, changing the world, one Negroni at a time.
At its heart, the society celebrates the art of cocktail-making while paying homage to the Negroni's storied history. Each month, Asterley Bros partners with acclaimed bars and bartenders to create new, seasonal takes on the classic drink.
What makes this subscription stand out is its focus on quality and creativity. The cocktails come pre-mixed and ready to enjoy: just chill, pour, and sip, for a fresh twist on the traditional Italian aperitivo experience.
Monthly Subscription Details
For £14.50 per month (plus postage and packaging), members receive a new Negroni recipe every month, with two Negronis in each delivery, dispatched on the 10th by Royal Mail. Membership options are flexible: choose a standard monthly subscription, which can be cancelled any time, or opt for a pre-paid 6-month or 12-month plan and save 5% or 10%. Gift memberships are available too.
Each month's recipe is seasonal, designed to match the time of year. As Asterley Bros puts it:
Seasonal, delicious and evolving: Think White Negronis in Spring, through to Mezcal Negronis to warm up those cold November nights.
Past creations include the Winter Berry Negroni with Pomus in Margate (January 2026), The Boulevardier with Harry's Bar in Paris (December 2025), and The Fumoir Negroni with Claridge's in London (May 2025). Members also receive a membership card with their first delivery and access to the online members' area, with the inspiration and the recipe behind each month's Negroni.
Handcrafted Ingredients and Recipes
Staying true to its roots, the Negroni Society focuses on premium, handcrafted ingredients. Many cocktails feature Asterley Bros' own products, such as ESTATE Sweet Vermouth (Silver, World Vermouth Awards 2021), SCHOFIELD'S English Dry Vermouth (Gold, World Vermouth Awards 2021) and ASTERLEY ORIGINAL British Aperitivo (1 star, Great Taste 2026). This "Modern British" approach to Italian classics reflects the founders' own story: a Sicilian family amaro recipe came into the family in 2009 and, reworked with British hedgerow botanicals, became DISPENSE.
Every cocktail is crafted with precision and care. Take The Fumoir Negroni, developed with Claridge's in May 2025: the recipe involved infusing Hepple Gin with dried camomile flowers for 30 minutes and blending Asterley Bros ESTATE Vermouth and Campari with coffee beans to create a rich, layered flavour profile. Each drink is a testament to the expertise of the collaborating bars and the dedication of Asterley Bros to artisanal cocktail-making.
Membership Benefits and Experiences
Beyond the monthly deliveries, Asterley Bros offers a variety of experiences designed to deepen your connection to aperitivo culture. These extras add a new layer of enjoyment to the classic Negroni experience.
Vermouth Masterclasses and Tastings
Asterley Bros runs masterclasses at its production space at Orchard Business Centre in South London (SE26). Welcome to Vermouth, held on Thursday evenings or Saturday afternoons, gives you a behind-the-scenes look at the production process. You’ll taste the full range, sip aperitivo cocktails and enjoy nibbles, and each ticket includes a bottle of English vermouth (RRP £26.95) to experiment with at home.
For Negroni lovers, The Negroni Session (two hours, Thursdays 18:30 to 20:30) is where you make and taste Negronis, and you take home a bottle of ASTERLEY ORIGINAL; Introduction to Amaro (two hours, Saturdays 15:00 to 17:00) is a guided tasting with amaro cocktails. Each masterclass is £59.50. Gift vouchers are also available, making these sessions a thoughtful present for cocktail enthusiasts.
Barware and Merchandise
Asterley Bros also offers products to enhance your home bartending setup, such as AROMATS (£19.95), liquid cocktail garnishes in three aromatic flavours that add a professional touch to your cocktails.
Gift Vouchers
Gift vouchers are a great way to share the Negroni experience with others. Options include Negroni Society gift memberships (£94.62 for six months, £180.60 for twelve), masterclass gift vouchers (£59.50 a place) and Asterley Bros gift cards (from £10), and a gift membership is a simple way to introduce friends to the society.
Events and Community Engagement
The Negroni Society is all about keeping the legacy of the Negroni alive while bringing cocktail lovers together. Through unique collaborations with bars and bartenders, the society goes beyond its monthly deliveries to cultivate a tight-knit community of members who share a love for aperitivo culture and the art of cocktail-making.
Aperitivo Celebrations
One way to celebrate aperitivo traditions is through Asterley Bros' masterclasses, held at its production space in South London. These sessions offer a deep dive into vermouth, amaro and the Negroni, and a chance for Negroni enthusiasts to bond over their shared passion.
The society also marks Negroni Week, an international event that has raised money for charities since its launch in 2013. As The Mixer highlights:
The Negroni... is the glue that binds communities and the vehicle for positive change.
These celebrations naturally transition into exciting cocktail collaborations, adding fresh dimensions to the Negroni experience.
New Cocktail Recipes and Collaborations
Every month, the society teams up with top-tier bars and bartenders to craft exclusive Negroni twists. For instance, January 2026 saw the launch of the Winter Berry Negroni, a fruity seasonal creation made in collaboration with Pomus in Margate. In December 2025, the society partnered with Harry's Bar in Paris to introduce The Boulevardier, a festive holiday treat. Earlier that year, in May, Claridge's in London contributed The Fumoir Negroni, blending Mayfair elegance with the society's signature style.
These partnerships extend to iconic venues like Bar Basso in Milan (the birthplace of the Negroni Sbagliato), The Savoy in London, and the Schofield brothers' bar in Manchester. Members are encouraged to share their experiences and creations on social media, tagging @asterleybros to keep the community spirit alive.
How to Join the Negroni Society
Membership Sign-Up Process
Becoming a member of the Negroni Society is simple. Head over to the Negroni Society collection on asterleybros.com and choose the membership plan that works best for you. The standard monthly subscription is £14.50 per month, plus postage and packaging, and brings a new Negroni recipe every month, with two Negronis delivered to your door. If you're looking for more savings, the 6-month and 12-month pre-paid plans save 5% and 10% compared with the monthly option.
Deliveries are dispatched on the 10th of the month by Royal Mail. As a member, you’ll receive a membership card with your first delivery and access to the online Members Area, where you can read about each month’s cocktail, including the story behind the bartender collaboration and the recipe itself.
If you’re thinking of gifting a membership, gift membership vouchers are available, and they can be redeemed through the "Redeem Your Gift Vouchers" section on the website.
Other Ways to Get Involved
If a subscription isn’t for you, there are still plenty of ways to immerse yourself in Asterley Bros' cocktail world. One option is their Welcome to Vermouth masterclass, which takes place on Thursday evenings and Saturday afternoons at their production space in South London (SE26). It includes a tasting of their full range, aperitivo cocktails and nibbles, and each ticket comes with a bottle of English vermouth (RRP £26.95).
You can also buy their range directly from the website, with prices from £20.95 for ASTERLEY ORIGINAL, their British aperitivo, up to £38.95 for BRITANNICA, their London fernet, including RHUBARB NEGRONI (£29.95), a bottled Negroni made with ESTATE. Members are encouraged to share their cocktail experiences on social media by tagging @asterleybros, helping to connect with a wider community of Negroni lovers.
Conclusion
The Negroni Society is much more than a cocktail delivery service: it’s a vibrant celebration of aperitivo traditions and cocktail craftsmanship. By teaming up with iconic venues like Harry's Bar in Paris, Bar Basso in Milan, and The Savoy in London, Asterley Bros ensures that timeless recipes and techniques are shared with today’s audience.
The Society has cultivated a passionate community, all driven by the motto: "changing the world, one Negroni at a time".
Every delivery highlights their dedication to quality and tradition, while masterclasses in South London offer a hands-on way to explore the Negroni and how Asterley Bros makes its vermouth and amaro.
Whether you’re a seasoned cocktail lover or just starting to explore aperitivo culture, joining the Negroni Society opens the door to professional-level bartending and the world of British botanical spirits.
Carrying forward a legacy that dates back to 1919, the Negroni Society keeps the rich history of this iconic cocktail alive, ensuring it remains a cherished tradition for generations to come.
FAQs
How can I become a member of the Negroni Society?
Joining the Negroni Society is straightforward: choose a monthly, 6-month or 12-month plan on asterleybros.com. As a member, you'll receive a new Negroni recipe every month, crafted by the best bars and bartenders, with two Negronis in each delivery to your door. Each recipe highlights seasonal ingredients, offering a fresh twist on this classic cocktail.
The membership is designed to be flexible: you can cancel any time. After signing up, you'll have access to the online members' area, with the story and the recipe behind each month's Negroni. It's an ideal choice for anyone who appreciates the art of aperitivo and finely crafted cocktails.
What makes the Negroni Society’s cocktails special?
The Negroni Society takes the classic Negroni and gives it a fresh spin with expert craftsmanship and imaginative updates. Each cocktail is carefully prepared by skilled bartenders, often incorporating seasonal ingredients and modern touches that breathe new life into this timeless favourite.
What sets their creations apart is their dedication to using top-quality ingredients and precise techniques. Whether sticking to the traditional balance of bitterness and sweetness or experimenting with flavours like blood orange or rhubarb, every drink is crafted to deliver something distinct. This approach not only honours the deep-rooted traditions of aperitivo culture but also caters to modern palates with a creative edge.
What experiences does the Negroni Society provide for its members?
The Negroni Society brings together fans of the iconic Negroni cocktail through a unique subscription service. Each month, members receive two seasonal Negronis crafted by top bartenders. These cocktails, inspired by fresh, seasonal ingredients, are delivered straight to your door, allowing you to savour expertly made drinks without leaving home.
Beyond the subscription, Asterley Bros runs masterclasses at its South London production space, including The Negroni Session, where you make and taste Negronis. These sessions are a chance to celebrate the rich history of the Negroni while connecting with others who share a love for aperitivo culture. It's more than just a cocktail: it's a community.