In this clip from The Retail Razor Show, Campari America's Head of Marketing Allison Varone explains the mindful drinking trend that's actually reshaping how people drink in 2026. Zebra striping is when people bounce between alcoholic and non-alcoholic drinks across the same night, picking whatever fits the moment. They didn't walk away from drinking. They got choosier about it.
Here's our take: brands that treat mindful drinking as a threat are reading this wrong. Zebra striping is a growth signal, and the spirits companies paying attention to it are winning. The whole conversation about Gen Z drinking trends gets a lot more useful once you stop predicting total sobriety and start watching how people actually behave.
Watch the full episode for the rest of the playbook.
🔔 *Subscribe* for more retail brand marketing deep dives.
*Stay Sharp. Stay Human. and Stay Ahead.*
👉 *Subscribe to our Newsletter:* https://retailrazor.substack.com
👉 *Subscribe to the Retail Razor Podcast Network:* https://retailrazor.com/
*Support our Sponsor:*
This Episode is Brought to You By *RetailClub* https://www.retailclub.com/
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 here to learn more: https://retailclub.com/retail-razor-podcast
from *The Retail Razor Show* #podcast
*S6:E6 Why Gen Z is Changing Drinking Forever | Allison Varone Interview*
*Released on May 27, 2026*
*Guest info*
*Allison Varone, Head of Marketing, Campari America.*
https://www.linkedin.com/in/allison-varone-4650901/
https://www.camparigroup.com/en
*Chapters*
00:00 Zebra Striping Trend
00:17 Mindful Drinking Shift
00:30 Will People Quit
#ZebraStriping #MindfulDrinking #GenZ #SpiritsIndustry #NonAlcoholic #BeverageTrends #RetailRazorShow #CampariAmerica #DrinkingCulture #ConsumerTrends #BrandMarketing #retail #retailtrends #retailpodcast #AllisonVarone #RicardoBelmar #CaseyGolden #RetailRazor #commerceleaders #csuite #CPG