Classic Negroni

This morning in the Los Angeles Times was an article about the recent hits the beef industry has taken. Between “Pink Slime”, another mad cow scare and the Harvard study linking red meat to early death, the beef industry has suffered loss of profits and consequently loss of jobs.

If you have followed my writing about beef you know that I feel strongly that we as a society need to cut back on our beef intake. I don’t think that the world should become all vegie, but our beef consumption is disproportionate to our nutritional needs and to the sustainable abilities of our food systems. But that is not what resonated with me about this article.

The fact that the biggest factor in the beef downturn came from the “pink slime” blitz that was shared totally by social media is a clear indication that we no longer are dependent on others for critical information. It is certainly a sad day for some beef workers, but it is a magnificent day for everyone else. This means that we as individuals can make a difference. One person was disgusted by this practice and decided to share it with his friends. The word spread very quickly. In fact, the mainstream media did not initially report on the issue itself, but on how it was being spread through social media. The media actually DID become the message.

Obviously there are misuses, abuses and rumors spread everyday, but if there is something glaringly wrong it will be exposed. We now live in a world where unpleasantness can no longer be swept under the rug or kept behind closed doors. It may not always be pretty, but I prefer the honest approach and I think we will all be a lot better off for it.

So, let’s toast to the democratization of news and the hope that those beef workers find other jobs really soon because we do not need more beef, we really do need less.

This is the classic Negroni. There is no changing the formula. I have tried a few variations and they paled in comparison. This drink is not for everyone and it certainly is not for everyday. You need to be in that, 3 day beard, just killed a bear kind of kick ass and take names mood. If you are, this is for you.

The only improvement that one can make is the quality of the gin.  I’m a Tanqueray man from way back but I tried one of these with Hendrick’s and it was a step above.


  • 1 oz Gin
  • 1 oz Sweet Vermouth
  • 1 oz Campari Bitters
  • 1 Orange Slice


  • Cocktail Shaker
  • Martini Glasses
  1. Dampen and chill the martini glasses in the freezer. This only take the time that it takes to make the cocktail.
  2. In the cocktail shaker combine a handful of ice with the gin, vermouth and campari.
  3. Squeeze a bit of the orange into it.
  4. Shake well.
  5. Pour into chilled martini glasses. This cocktail is traditionally served over ice in a cocktail glass but I think it’s better straight.
  6. Garnish with an orange slice. There is also a tradition of catching fire to the squeeze of orange oil. Seems dangerous for someone in need of this sort of cocktail.

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