TORONTO — Campari Group Canada has joined forces with Bartender Atlas to launch the Campari Stir Crazy initiative, which aims to give back to bartenders impacted by the pandemic. More than 140 bartenders across Canada have created custom-cocktail recipes that can be purchased on Bartender Atlas’ website.
Participants created their recipe using a spirit from Campari’s portfolio, including Forty Creek, Grand Marnier, Appleton Estate, Wild Turkey, SKYY, Wray & Nephew and Campari. All of the proceeds go back to the bartenders.
In addition to Campari Group Canada’s initial $40,000 investment to the participating bartenders, it has committed to matching the total proceeds. This donation will be split between all of the participants.
“With most of Ontario’s dining-rooms closed for more than 365 days since the start of the pandemic, we recognize how challenging the last two years have been for everyone working in the hospitality industry and we wanted to find a way to show our support,” says Priya Shah, senior manager, Trade Engagement for Campari Group Canada. “The idea for Campari Stir Crazy was to not only give back financially, but also provide Canadian bartenders with a platform to showcase their skills — and there has been no shortage of talent this year.”
“We’re excited to be partnering with Campari for the second Campari Stir Crazy initiative,” says Josh Lindley, co-creator of Bartender Atlas “We received an overwhelming number of submissions from bartenders across 31 Canadian cities and 10 provinces and territories with unique cocktail recipes that we know Canadians will love.”