People are looking for unique flavors, high-quality ingredients, and distinctive brand stories. Malfy Gin, with its Italian heritage and production, fits perfectly into this trend. Every year, Negroni Week provides a timely opportunity to engage with cocktail enthusiasts – an ideal moment for Malfy Gin to introduce its new, bold and independent ideas.

The Negroni is now a classic cocktail, but it would not have existed without the revolution of another traditional one, the Americano. Familiarity and evolution are so rooted in this invention that they sparked our idea: to lead a revolution, we needed to bring back the true revolutionary.
So, we gave Count Negroni a makeover: all we needed was artificial intelligence and a single image provided by the Negroni family. For months, an AI software precisely learned the Count’s appearance and matched every little detail that made Camillo who he was. This deepfake technology transformed the face of a professional actor and brought Count Negroni back for the aperitivo.
More precisely, Italy’s first real-time deepfake was showcased on a maxi screen in Milan’s Piazza Gae Aulenti at an open-air aperitivo, where people could toast and sample 16 new Negroni recipes, all while enjoying Count Negroni’s timeless charm.