For decades the Boulevardier languished in obscurity, overshadowed by its gin-based cousin, the Negroni. But in recent years this forgotten classic from 1920s Paris has experienced a remarkable renaissance. The drink first appeared in print in Harry McElhone's 1927 book "Barflies and Cocktails," where it was named after Erskine Gwynne, an American expat and socialite who was a regular at Harry's New York Bar in Paris.

Gwynne, a wealthy Boston-born writer, had moved to Paris after World War I and founded a monthly magazine called "The Boulevardier" in 1927, chronicling the lives of American expats during the Jazz Age — the same creative community that included Hemingway, Fitzgerald, and Gertrude Stein. A boulevardier in French parlance is a man-about-town who frequents fashionable establishments and appreciates the finer things in life. Gwynne embodied this archetype, and McElhone created or adapted the cocktail in his honor. The drink itself represents a marriage of cultures: American whiskey meeting Italian Campari and vermouth in a Parisian bar frequented by expatriates.

After its 1920s and 30s moment, the Boulevardier largely disappeared while the Negroni remained popular in Italy. It wasn't until the craft cocktail revival of the early 2000s that bartenders rediscovered it in old cocktail books. Today the Boulevardier is a staple in quality cocktail bars worldwide, finally receiving the recognition it deserves as a sophisticated alternative to the Negroni that whiskey lovers find irresistible.

Tips from the bar

Always stir, never shake. The Boulevardier is all spirits and fortified wine — no citrus, no eggs. Shaking introduces unwanted cloudiness and froth; stirring gives you the silky, crystal-clear result this drink deserves.
Stir for a full 30–40 seconds with plenty of ice. The sweet spot is approximately 15–20% dilution — under-stirred Boulevardiers taste hot and unbalanced.
Refrigerate your sweet vermouth and replace it every 3–4 weeks. Oxidized vermouth is the most common reason home Boulevardiers taste flat or bitter.
Express the orange peel with purpose: hold it colored-side down, give it a sharp twist over the drink, then rub the oils around the rim before garnishing.
Try both bourbon and rye before committing to a preference — bourbon gives you rounded sweetness and vanilla while rye gives you spice and dryness. Many bartenders love rye with Campari for the contrast.

Twists worth trying

Black Boulevardier: Replace sweet vermouth with Averna amaro (0.75 oz) for a darker, more intensely bitter cocktail with herbal espresso-and-caramel complexity. Use 1.5 oz bourbon or rye and 1 oz Campari. This variation amplifies bitterness and adds amaro depth.
Aperol Boulevardier (The Left Hand): Swap Campari for Aperol to create a lighter, sweeter, more approachable variation. Aperol's gentler bitterness and orange sweetness make this perfect for those who find full-strength Campari too intense, or as a warm-weather sipper.
Scotch Boulevardier: Use a blended or lightly peated single malt Scotch in place of bourbon or rye. The Scotch's smokiness and malty character create a fascinating variation that bridges Campari's bitterness with continental European whisky complexity.
Maple Boulevardier: Replace sweet vermouth with 0.5 oz of grade-A dark maple syrup (use 1.5 oz bourbon, 1 oz Campari). The maple's rich caramel-and-wood notes complement bourbon beautifully, creating a richer, more autumnal cocktail perfect for cold-weather sipping.