S6E6 Campari America's Allison Varone on mindful drinking, Gen Z, and the new rules of beverage brand building

Everyone keeps repeating that Gen Z doesn't drink. The data tells a far more interesting story, and this episode unpacks it.

In this episode of The Retail Razor Show, Ricardo Belmar and Casey Golden sit down with Allison Varone, Head of Marketing at Campari America, for a genuine masterclass in beverage brand building. With more than 20 years across the wine and spirits industry, Allison leads marketing for one of the most iconic brand portfolios in the world: Aperol, Campari, Wild Turkey, Courvoisier, Grand Marnier, Espolòn Tequila, and the newly US-launched Crodino, a non-alcoholic spritz beloved in Italy since 1965.

This conversation goes beyond the headlines about the spirits industry to explore the cultural shifts, strategic bets, and marketing instincts behind some of the most recognizable drinks in the world, and what they mean for anyone building consumer brands in 2026.

What We Cover

·       How Gen Z is redefining drinking culture, and why mindful drinking is a growth opportunity for the spirits industry rather than a threat

·       The "zebra striping" trend: how consumers now bounce between alcoholic and non-alcoholic beverages depending on the occasion

·       Crodino's US launch and the strategic timing behind Campari America's move into the non-alcoholic spirits space

·       Why occasion-led marketing has replaced category-first brand thinking across the beverage industry

·       What Aperol's Coachella activation and Negroni Week reveal about experiential marketing ROI

·       How Wild Turkey's "Don't Change a Damn Thing" campaign keeps a heritage brand culturally relevant on TikTok

·       The real playbook for challenger brands trying to break through a crowded beverage market

·       What premiumization actually means when consumers are cautious, and how Espolòn Tequila balances premium with accessible

·       Inside the Campari Academy and how bartender education becomes a competitive advantage

·       A bold look at the spirits industry in 2035: more inclusive, more occasion-led, and centered on human connection

A Standout Idea from This Episode

Allison's advice to brand strategists was refreshingly direct: focus less on categories and more on how consumers are actually evolving. Lead with the occasion, then figure out where your brand fits into that moment. That is brand strategy advice that travels far beyond the spirits industry.

Whether you work in retail, brand marketing, CPG, or you are simply curious about how culture shapes consumer behavior, this episode delivers insight you can use immediately.

This Episode is Brought to You By RetailClub.

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