When Marc first told me about this project, I wasn't sure if it was brilliant or completely ridiculous.

Fifty Negronis.

The same drink.

Over and over again.

As someone who has spent nearly four decades in advertising, I've seen a lot of people try to make the same thing look different. New packaging. New positioning. New story. New spin.

Marc did the opposite.

He kept the variable the same.

And that's what makes this book so interesting.

After a while, you realize this isn't really a book about cocktails at all. It's a book about places, people, and the subtle fingerprints we leave on everything we create. The bartender in a tiny neighborhood spot who treats a Negroni like a sacred ritual. The crowded bar in a city you've never visited. The local ingredients, the atmosphere, the traditions, and the beliefs underneath them. What starts as a search for the same drink becomes an exploration of everything that makes each experience different.

The Negroni becomes the constant.

Everything else comes into focus.

I've always believed that when you strip away the noise, the truth has a way of showing itself. In branding. In business. In life.

Most people look.

Very few people actually see.

Marc seems more interested in understanding what's underneath.

— Dana Lytle

Founder @ Planet Propaganda