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How a TikTok trend lead to a 501% increase in searches for Negroni Sbagliato

The latest powerful demonstration of TikTok’s astonishing power to influence consumer behaviour comes in the form of a trend mentioning the Negroni Sbagliato, which has lead to a huge surge in Google searches for the cocktail.

Negroni classic and Negroni sbagliato cocktails - side-by-side
Negroni classic and Negroni Sbagliato cocktails

TikTok has a well earned reputation as the video sharing platform where, by some indistinct form of social alchemy, even the most innocuous-seeming sound, conversation or image can spark huge worldwide interaction.

Enter, stage left: the Negroni Sbagliato cocktail. While perhaps relatively well-known in the trade and among bartenders, the general consumer is unlikely to be particularly familiar with the Negroni’s sparkling cousin.

That is, until the sound from a recent interview with House of the Dragon actors Emma D’Arcy and Olivia Cooke went well and truly viral on TikTok, when Emma D’Arcy revealed that the Negroni Sbagliato was their cocktail of choice.

“[A] Negroni Sbagliato with Prosecco in it” is how D’Arcy described the cocktail, though TikTok users were clearly after a more detailed rundown of the cocktail, as searches of ‘Negroni Sbagliato’ have rocketed by 501% over the past week on Google.

Tessa Hughes, Global Customer Experience Manager at NIO Cocktails commented of the recent interest in the cocktail, “with over 60,000 searches for the term ‘Negroni Sbagliato‘ in the last 30 days, and a 501% increase in search in the last week – we can certainly see the power of Tik Tok in influencing consumer trends.

“Social media is a great way to spark intrigue and creativity around new food and drink combinations, allowing people to test and try flavour combinations that they perhaps usually wouldn’t.

“D’Arcy’s particular drink of choice offers a twist on the Italian classic, which traditionally comprises of gin, campari, and sweet vermouth and caters to those with more bitter taste preferences. The ‘sbagliato’ version of a Negroni replaces the gin with prosecco for a slightly sweeter, vibrant cocktail.”

So how do you make it?

For a simple, tasty and refreshing take on the cocktail, use:

  • 25ml Campari
  • 25ml sweet vermouth
  • And simply top up with Prosecco or other sparkling wine

Pour the Campari and sweet vermouth over ice and add the sparkling wine by pouring down a bar spoon or other long spoon to prevent the whole thing from fizzing over. Garnish with a slice of orange.


Read more:

Thai hotel mixes the world’s largest Negroni

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