‘When I drink a Negroni I hear Chet Baker playing in Paris,’ says Paul Feig. So who better (Feig, not Baker) to assist The Rake in making our first bespoke cocktail in honour of the elegant beverage that has transcended global gloom…

Image via Ravinder Minhas, @ravinderminhasbeer, on Instagram

In old-school Ivy League speak, Paul Feig is a ‘renaissance man’ — in other words, a polymath devoted to art, style and humanitarianism, and an individual who excels in each discipline. He has established a reputation as a groundbreaking director, with triumphs such as Bridesmaids and Ghostbusters under his belt. He is also one of the world’s style icons, as the single Hollywood luminary championing classic sartorialism. But it is perhaps in his roles as the founder of the award-winning gin brand Artingstall’s and as the host of Quarantine Cocktail Time on Instagram that he has become most familiar to us over this past, remarkable year. To be specific, Quarantine Cocktail Time, in which Feig danced, narrated, entertained, teased his wife, Laurie, and instructed us on mixing boozy creations, applied a gladdening and healing salve to our fractured, bleeding souls. And during this past 12 months he marvelled at how one drink in particular, the Negroni — invented in 1919 at Florence’s Caffè Casoni, for the Count of Negroni — suddenly became far more than a cocktail.

“I love how the Negroni became a symbol of comradery and good cheer on social media during the crazy year we just experienced,” Feig says. “It was almost by making, drinking and posting your Negroni that you were part of a resistance against the encroaching darkness of negative emotions stirred up by isolation that we were all grappling with in 2020. So when The Rake approached me to create my ultimate pre-made Negroni, to celebrate our survival of the most seismic year we have ever experienced and to celebrate all the wonderful moments that await us in the near future, I seized the opportunity.”

If Eskimos have a thousand words for ‘snow’, Feig has just as many recipes for the Negroni, the drink that has become the most conspicuously quaffed beverage on Instagram. After all, this is the man who, during the early days of the pandemic, decided to single-handedly lift the world’s spirits (pun intended) with Quarantine Cocktail Time.

The Rake Tailored Beverages is due to launch in October 2021. Please email to register your interest.


October 2021


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