Last August, bar manager Kevin Diedrich debuted the first batch of Negroni cocktails on tap at Jasper’s Corner Tap & Kitchen in San Francisco. More than 2,000 orders later, the gin, Campari and sweet vermouth aperitif is the eatery’s best-selling drink, with no more promotion than a chalkboard and word-of-mouth. Off-duty workers from other restaurants were the first Negroni fans, but soon joining them were customers of all stripes, including many who until then were not ...

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