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 two handcrafted Negronis to members each month. The cocktails are created in collaboration with top bars and bartenders, using premium ingredients and seasonal recipes.
Key details:
- Subscription: £14.50/month (plus postage), with flexible or pre-paid plans.
- Delivery: Two seasonal Negronis shipped monthly.
- Extras: Members receive a card, access to an online area, and recipe insights.
- Events: Vermouth masterclasses and tastings in South London.
- Collaborations: Past partners include Claridge's and Harry's Bar.
The Society also runs events, offers gift memberships, and participates in Negroni Week, supporting charitable causes. It’s perfect for cocktail enthusiasts who want expertly made drinks delivered to their door.
The History of the Negroni Cocktail
History and Evolution of the Negroni Cocktail from 1919 to Present
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 Bros Aperitivo - add new layers to this iconic mix.
The cocktail's popularity was instant. By the same year, the Negroni family established a distillery in Treviso to produce a ready-to-drink version, aptly named "Antico Negroni 1919". 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, who famously quipped, "The bitters are excellent for your liver, the gin is bad for you. They balance each other". 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, the drink is designed to whet the appetite 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, raising over £2.4 million 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.
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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. These cocktails are handcrafted in small batches in South East London, using premium English spirits. Since its inception, the society has delivered over 32 different Negroni variations to its 563 active members.
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. Plus, every drink is vegan-friendly and low in sugar, offering a fresh twist on the traditional Italian aperitivo experience.
Monthly Subscription Details
For £14.50 per month (plus postage and packaging), members receive two expertly crafted Negronis, shipped on the 10th of each month. Membership options are flexible: choose a standard monthly subscription, which can be cancelled anytime, or opt for pre-paid 6-month or annual plans that come with discounts. There’s even a 3-month gift subscription available, offering a 5% discount and free UK shipping.
Each delivery includes two unique, seasonal Negronis 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.
Some recent 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 Negroni Society Members Card and access to a digital members' area via QR codes on the cocktail pouches, providing insights into the inspiration and ingredients behind each month's drinks.
With a glowing customer satisfaction score of 4.9 out of 5 from over 500 reviews, the society has garnered a reputation for its top-tier cocktails and seamless service. Members frequently highlight the convenience of the ready-to-pour format and the exceptional quality of the recipes, which balance seasonal creativity with expert craftsmanship.
Handcrafted Ingredients and Recipes
Staying true to its roots, the Negroni Society focuses on premium, handcrafted ingredients. Many cocktails feature Asterley Bros' own award-winning products, such as ESTATE Sweet Vermouth, SCHOFIELD'S English Dry Vermouth, and Asterley Original British Aperitivo. This "Modern British" approach to Italian spirits reflects the founders' personal story - Rob, for instance, married into a Sicilian family in 2009, inheriting a traditional Sicilian Amaro recipe that now influences the company’s creations.
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
The Negroni Society goes beyond monthly deliveries, offering 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
Members have the opportunity to join two-hour Aperitivo Masterclasses at Asterley Bros' production spaces in South London, located at Keynote Studios (SE23) and Orchard Business Centre (SE26). Led by founders Rob and Jim Berry, these sessions provide a behind-the-scenes look at the production process. You’ll sample the full range of Asterley Bros botanical spirits, sip aperitivo cocktails, and enjoy light bites. Each session, held on Thursday evenings or Saturday afternoons, wraps up with a complimentary bottle of award-winning English Vermouth (RRP £24.95–£25.95) to experiment with at home.
These masterclasses, rated a perfect 5.0/5.0 by attendees, delve into the art of crafting Negronis, from testing over 1,000 botanicals to understanding how herbs influence flavour. Tickets start at £47.50 for the Vermouth Masterclass and £49.50 for the Introduction to Amaro session. Gift vouchers are also available, making these sessions a thoughtful present for cocktail enthusiasts.
Barware and Merchandise
The society offers a curated selection of products to enhance your home bartending setup. Highlights include Aromats Liquid Garnishes (£19.95), which add a professional touch to your cocktails, and the Asterley Bros Bag (£11.50), designed with vermouth lovers in mind.
Gift Vouchers
Gift vouchers are a great way to share the Negroni experience with others. Options include Gift Memberships (starting at £94.62), Masterclass Vouchers (from £47.50), and Asterley Bros Gift Cards (from £10.00). These vouchers are valid for 12 months and can be redeemed for subscription boxes, masterclasses, barware, or merchandise.
Gift memberships, rated 5.0/5.0 by members, are a popular way to introduce friends to the society. As part of the "Fill Up February" promotion in February 2026, anyone purchasing a 6- or 12-month subscription will receive a free Negroni Box, delivered anywhere in the UK - an enticing perk for gifting or longer-term memberships.
Events and Community Engagement
The Negroni Society is all about keeping the legacy of the Negroni alive while bringing cocktail lovers together. Through hands-on events and unique collaborations, the society goes beyond its monthly subscription boxes to cultivate a tight-knit community of 563 members who share a love for aperitivo culture and the art of cocktail-making.
Aperitivo Celebrations
One way the society celebrates aperitivo traditions is through its Vermouth Masterclasses, held at Asterley Bros' production space in South London. These sessions offer members a deep dive into the world of botanical spirits, transforming these gatherings into vibrant hubs for Negroni enthusiasts to bond over their shared passion.
The society also takes part in Negroni Week (22–28 September), an international event that has raised over $5 million (around £3,729,000) for charities since its launch in 2013. In 2025, over 1,800 venues across the UK joined the initiative, which supports causes like Slow Food. In 2022 alone, it generated an impressive £373,000 for the organisation. 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 Schofield's 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 includes two handcrafted seasonal Negronis delivered to your door every month. If you're looking for more savings, the 6-month and 12-month pre-paid plans offer better rates compared to the monthly option.
Your first delivery will arrive on the 10th of the month via Royal Mail. Each pouch comes with a QR code on the back, which you can scan to explore detailed information about that month’s cocktail, including the story behind the bartender collaboration and the recipe itself. As a member, you’ll also receive an official Negroni Society Members Card and gain access to the exclusive online Members Area.
If you’re thinking of gifting a membership, gift vouchers start at £94.62. These can be redeemed through the "Redeem Your Gift Vouchers" section on the website. During February 2026, there’s a special "Fill Up February" promotion: anyone subscribing to a 6 or 12-month membership will receive a free Negroni Box to send to a recipient of their choice within the UK, adding a thoughtful touch to the society’s community-focused ethos. Membership has earned a stellar 4.9 out of 5 stars rating from over 500 customer reviews.
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 attending their Vermouth Masterclasses, which take place on Thursday evenings and Saturday afternoons at their production space in South London (SE23 or SE26). These sessions include tastings of their full botanical range, cocktails, and snacks, and each ticket comes with a bottle of their award-winning English Vermouth, valued at £25.95.
You can also purchase their handcrafted spirits directly from the website, with prices starting at £19.95 for British Aperitivo and going up to £37.95 for London Fernet. During special promotions like "Fill Up February", orders over £60 qualify for free shipping. 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 London ensures that timeless recipes and techniques are shared with today’s audience.
With 563 active members and more than 32 unique Negroni variations delivered since its launch, the Society has cultivated a passionate global community, all driven by the motto: "changing the world, one Negroni at a time".
Every delivery highlights their dedication to quality and tradition, while Vermouth Masterclasses in South London offer a hands-on way to explore the art of botanical spirit production. Asterley Bros London’s commitment to excellence shines through their meticulous process - testing over 1,000 botanicals to perfect their handcrafted ingredients - and is mirrored in their impressive 4.9 out of 5-star rating from over 500 customer reviews.
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. Membership also comes with regular promotions, making it an enticing opportunity for anyone interested.
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. As a member, you'll receive two expertly curated Negroni recipes every month, conveniently delivered to your door. These recipes are crafted by professionals to highlight seasonal ingredients, offering a fresh twist on this classic cocktail.
The membership is designed to be flexible - you can cancel anytime. It also caters to different preferences, with options like vegan and low-sugar variations. After signing up, you'll have access to a dedicated member area where you can manage your subscription and stay updated on the latest recipes and events. 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 exclusive experiences and 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, the society organises exclusive events where members can dive into the world of Negronis. From exploring creative recipes to hands-on cocktail-making sessions, these gatherings 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.