Campari's non-alcoholic brand Crodino targets consumers who alternate between alcoholic and non-alcoholic beverages in one session—a behavior they call "zebra striping." This strategy keeps consumers within the Campari portfolio for an entire evening, increasing share-of-occasion.

In contrast to its sophisticated Italian brands, Campari allows its tequila brand, Espolon, a distinct personality rooted in irreverence and humor. This "counter-culture" positioning allows it to connect with a different consumer segment and demonstrates strategic brand portfolio differentiation.

To manage its portfolio of over 50 brands, Campari employs a strict prioritization filter. They evaluate initiatives based on whether they can materially impact overall company growth. This discipline prevents resources from being spread thin on smaller brands or projects with limited upside.

Instead of hiring a large national sales team common in the beverage industry, De Soi takes a capital-efficient approach to on-premise sales. They build a playbook in one key market (LA) using brand ambassadors and contract workers, allowing them to scale without the massive overhead of a traditional sales force.

In a rapidly shifting cultural landscape, Campari's marketing leader advises executives to be agile and accept they cannot know everything. She stresses the importance of relying on the team to stay educated on new consumer behaviors and trends, especially those driven by younger generations.

Social proof is more powerful when consumers believe they've discovered a trend themselves. Aperol’s distinctive color and glassware make it highly visible in a bar, creating the illusion of popularity. Similarly, J2O's slightly-too-large bottle forced pubs to serve it alongside the glass, turning a private choice into a public statement and fueling its growth.

Instead of general marketing, spirits brand Suyo Pisco was advised to deploy a team of "ambassadors" to bars. Their job is to loudly and clearly order a "Suyo Tonic," creating organic curiosity from other patrons and normalizing the brand-specific call-out, effectively creating demand from the ground up.

Campari maintains brand consistency through its global Campari Academy, an education arm that mentors bartenders. This transforms trade partners into brand stewards who act as gatekeepers, ensuring the consumer experience aligns with the brand strategy and driving long-term equity.

Campari’s marketing for its aperitifs is not just about the product; it's about owning a specific moment. By aiming to be the "first shared drink" of the evening, they anchor the brand to the emotional transition from a long day to a relaxed social state.