『Shaken, Not Stirred — and Maybe Non-Alcoholic: The Future of Beverages & Spirits』のカバーアート

Shaken, Not Stirred — and Maybe Non-Alcoholic: The Future of Beverages & Spirits

Shaken, Not Stirred — and Maybe Non-Alcoholic: The Future of Beverages & Spirits

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S6E6 Campari America's Allison Varone on mindful drinking and the new rules of beverage brand building with Gen ZEveryone keeps repeating that Gen Z doesn't drink. The data tells a far more interesting story about mindful drinking 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 connectionA Standout Idea from This EpisodeAllison'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.Join 2,000 retail leaders at RetailClub AI Festival, September 22–24 in Huntington Beach. Dive deep into how AI is reshaping retail while soaking up the sun at a fully outdoor, beachside venue. Decision-makers from retailers and brands can attend with free tickets and up to $1,250 in travel reimbursement. Head to retailclub.com to learn more. https://retailclub.com/retail-razor-podcastSubscribe & FollowIf you enjoyed this episode, please leave us a 5‑star rating and review on Apple Podcasts, Spotify, or Goodpods. Subscribe on YouTube so you never miss an episode and check out the other shows in the Retail Razor Podcast Network: Retail Transformers, Blade to Greatness, and Data Blades.Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/Subscribe to our Newsletter: https://retailrazor.substack.comSubscribe to our YouTube channel: https://go.retailrazor.com/utubeAbout our GuestAllison Varone, Head of Marketing, Campari America. https://www.linkedin.com/in/allison-varone-4650901/https://www.camparigroup.com/enAllison Varone is Head of Marketing at Campari America, a growing powerhouse group in the U.S. spirits market. A seasoned executive, leader and strategist, she has more than 20 years of experience driving growth, market share and profitability for both large and small brands. She joined Campari America in 2024 and previously served as Vice President of Channel and Customer Marketing, where she lead Campari America to some of its greatest partnerships and campaigns, including Negroni Week for Campari, SKYY Vodka for PRIDE, Courvoisier Bring Your Own Courvoisier campaign and Aperol as a sponsor of the U.S. Open and the official Spritz Partner at Coachella.Chapters00:00 Opening Teaser00:49 Show Intro06:02 Welcome Allison Varone07:23 Gen Z & Mindful Drinking Culture09:09 Non-Alc Innovation & Product Strategy12:46 Occasion-Led Marketing & Coachella14:39 Shifts in Consumer Behavior17:02 Spanning Generations Across the Portfolio19:26 Measuring Activation Impact21:27 Advice for Challenger Brands24:33 Honoring Heritage Brands26:22 Premiumization & Value28:18 The Campari Academy & Elevated ...
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