Gen Z is rewriting drinking culture, and the spirits industry is racing to keep up. But the real trend is not what the headlines say.
In this episode, Ricardo Belmar and Casey Golden sit down with Allison Varone, Head of Marketing at Campari America, to break down what is actually happening in the beverages and spirits industry in 2026, and what brands need to do about it.
From Aperol at Coachella with Charli XCX to the US launch of Crodino, a non-alcoholic spritz Italy has loved since 1965, Campari America is making bold moves across the full occasion spectrum. Allison breaks down the strategy behind all of it, including what mindful drinking really means for a portfolio spanning Aperol, Campari, Wild Turkey, Courvoisier, and Grand Marnier.
Whether you work in retail, consumer brands, CPG marketing, or you're simply curious about why everyone you know is suddenly drinking Aperol Spritz, this episode is for you.
The spirits industry is being reinvented, and this is the episode that explains exactly how.
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*Retail Razor Show S5:E6*
*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
Allison 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.
*Chapters*
00:00 Opening Teaser
00:49 Show Intro
06:02 Welcome Allison Varone
07:23 Gen Z & Mindful Drinking Culture
09:09 Non-Alc Innovation & Product Strategy
12:46 Occasion-Led Marketing & Coachella
14:39 Shifts in Consumer Behavior
17:02 Spanning Generations Across the Portfolio
19:26 Measuring Activation Impact
21:27 Advice for Challenger Brands
24:33 Honoring Heritage Brands
26:22 Premiumization & Value
28:18 The Campari Academy & Elevated Experiences
30:53 The Spirits Industry in 2035
33:17 Advice for Brand Strategists
35:27 Wrap-Up
37:23 Show Close
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