A celebration of timeless Italian mixology and iconic serves,
with Antica Formula at the heart of every Negroni
Milan, 4 July 2025 – Antica Formula, the iconic vermouth created by Antonio Benedetto Carpano and flagship of Fratelli Branca Distillerie, brought the spirit of the historic Florentine bar Giacosa and the Negroni to London for a one-night takeover at 69 Colebrooke Row, one of the city’s most acclaimed cocktail destinations, coinciding with the first edition of Bar Convent London. On Monday 30th June, over 100 cocktails were served to an audience of industry professionals, enthusiasts, and guests, with Antica Formula at the heart of every pour and the Giacosa Negroni as the most popular drink of the night. The guests felt as if they were transported straight to Florence, evoking a different time and place.
This unique event celebrated the deep connection between Antica Formula, Giacosa, and 69 Colebrooke Row, weaving together the origins of the Negroni with the evolution of contemporary mixology in the glass. It brought together the first vermouth ever created, the iconic bar where the Negroni was born, and one of London’s leading cocktail destinations, all united to honour and reimagine the Negroni. As official sponsor, Antica Formula was at the heart of the Giacosa Negroni on the specially curated menu by Giacosa Bar Manager Mirko Maurello, showcasing the vermouth’s unmatched character in both traditional and avant-garde serves. The evening was hosted by Simone Bodini, Global Brand Ambassador Antica Formula, who guided guests through the brand’s story and its global commitment to excellence in mixology.
Crafted in limited batches from 1786 Antonio Benedetto Carpano’s original vermouth recipe, Antica Formula is globally recognised for its exceptional quality, authenticity and historical value, standing apart as the quintessential Italian vermouth. Its exceptional quality stems from a carefully balanced blend of Italian white wines and select botanicals such as vanilla, saffron, and wormwood. With its deep garnet hue and complex notes of dried fruit, spices, and citrus, Antica Formula brings depth and elegance to any cocktail—and is considered the gold standard for the Perfect Negroni. As a recognised leader in the vermouth category, its consistently superior character and unmistakable complexity make it a benchmark for bartenders and enthusiasts alike, ensuring every serve delivers a uniquely refined experience.
Its role as the soul of this event affirmed its legacy: past, present, and future in every sip.
The collaboration between Giacosa and 69 Colebrooke Row finds its natural soul in Antica Formula, a vermouth that has been central to the evolution of the Negroni since its earliest days. An icon of Florentine tradition, the story of Caffè Giacosa begins in 1919 within the walls of what was then known as Caffè Casoni, where Count Camillo Negroni inspired bartender Fosco Scarselli to create what would become the world’s most iconic cocktail – the Negroni. In 1932, Caffè Casoni changed its name to Caffè Giacosa, which to this day proudly carries on the legacy of that historic moment. Originally founded in 1860 on Florence’s renowned Via Tornabuoni, Giacosa quickly became a favourite of international travellers and local tastemakers alike, establishing itself as a timeless institution at the heart of Italy’s cocktail culture. Its mission – to innovate without losing sight of tradition – perfectly mirrors Antica Formula’s enduring spirit.
Similarly, 69 Colebrooke Row, affectionately known as The Bar with No Name, is one of London’s most influential cocktail bars. Known for looking to the future while remaining deeply rooted in tradition, its cinematic atmosphere and precision-driven cocktail program provided the ideal stage for telling the Negroni story in a contemporary key while aligning perfectly with Giacosa and Antica Formula’s identity. The pairing of Caffè Giacosa’s heritage with 69 Colebrooke Row’s modern edge, both unified by Antica Formula’s unmistakable richness, delivered an evening where past and future met in the glass.
The evening’s drink list is a bold expression of Giacosa’s playful take on tradition, all elevated by Antica Formula’s timeless flavour: