Allison Varone (Campari America) | From Spritz to Strategy: Building Culture-First Brands

Allison Varone (Campari America) | From Spritz to Strategy: Building Culture-First Brands

From The CMO Podcast by vYve & Jim Stengel

April 22, 2026 · 45 min · Episode 390

About this episode

Allison Varone discusses the marketing strategies behind Campari America's brand growth and cultural impact.

What does it take to turn a simple drink into a global cultural phenomenon? This week Jim welcomes Allison Varone, the Head of Marketing at Campari America, to unpack the strategy behind one of the most impressive modern brand growth stories. From the rise of Aperol Spritz to the expansion of non-alcoholic options, the Campari Group has become one of the world’s leading spirits companies, with a portfolio of more than 50 premium and super-premium brands, from aperitifs, tequila, whiskey, rum, to cognac. Campari has grown into a $9 billion global player, built on a portfolio of premium brands that have become part of many people’s everyday rituals and celebrations.   Allison leads marketing for the entire U.S. portfolio, including overseeing brand strategy, consumer engagement, innovation, and integrated campaigns across Campari’s range of brands. She’s also deeply involved in shaping how these brands show up in culture, from major moments like Coachella and the U.S. Open,  to celebrating the everyday ritual of the aperitivo hour. Alison joined Campari in 2024, after nearly 12 years at LVMH, where she led marketing across some of the most admired luxury brands in…

People in this episode

Host: Jim Stengel

Guest: Allison Varone

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Mentioned in this episode

Organizations: Campari America, Campari Group, LVMH, Martha Stewart Living Omnimedia

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