The U.S. market accounts for 28% of revenue for alcohol marketer Campari, making it a key region during the holiday season. The company’s holiday marketing strategy this year is diverse, with different approaches designed to align with individual brands in a portfolio that includes its signature product Campari as well as Skyy Vodka, Wild Turkey, Grand Marnier and Espolòn. Tactics in play include the company’s first efforts on TikTok, artificial intelligence (AI) chatbots, custom branded websites to elevate online shopping and key partnerships.
The customer experience is guiding Campari’s holiday plans this year as the company experiments with reaching target audiences across its brands. The strategy can be broken down into four parts: partnerships and sponsorships, positioning around “moments to enjoy,” new product innovations and limited-time offerings.
“By harnessing innovative platforms and strategic partnerships, Campari America is not only adapting to market trends but also proactively shaping the consumer experience in 2024 and beyond,” said Andrea Sengara, vice president of marketing for Campari America, in an email to Marketing Dive.
The holiday experience
Over half of consumers indicate that holiday advertising can stress them out, so brands need to be very aware of how they are interacting with the public. Easing the online shopping experience is one way Campari is trying to cut through the clutter. Integrating product support into grocery and food delivery platforms such as UberEats and Instacart can also boost brand visibility.
Campari is also using AI to enhance the customer experience, mainly through chatbots. Chatbots allow for instant customer service and can generate a personalized experience through user data. For Campari, they are another tool to boost engagement and efficiency.
“Our comprehensive approach — encompassing partnerships, engaging experiences, social promotions and in-store programming — aims to enhance consumer engagement and drive brand sales during this pivotal time of year,” said Sengara.
Memorable interactions
Partnerships play a key role for Campari during the height of the holiday season, but also earlier in the fall. For example, Courvoisier, a cognac brand, sponsored GQ’s Man of the Year awards, which took place in November. Additionally, Grand Marnier partnered with designer Brandon Blackwood for New York Fashion Week in September. While not directly holiday related, both took place at a time when many consumers had begun their holiday planning, allowing Campari’s portfolio to be visible to consumers during the consideration phase.
The company’s focus on “moments to enjoy” is one way it works to keep some of its more seasonal products relevant for the wintertime. A notable example is Aperol Spritz, traditionally a summer cocktail. Campari is targeting the ski community with hopes of extending the relevancy of the product, especially through daytime group-drinking occasions. The Aperol brand is a key component of Campari’s North America strategy and a growth driver, with shipments rising 7% over the course of nine months, according to a Q3 earnings call.
Recognizing that alcohol is a popular holiday gift, Campari also sees product innovation as important for driving sales. Wild Turkey, for example, this year released Jimmy Russell's 70th Anniversary 8-Year-Old Bourbon, providing fans of the brand a new take on its bourbon by recognizing a master distiller and creating a unique product for gifting.
“Through these initiatives, we aim to create memorable interactions that resonate with consumers and foster brand loyalty,” said Sengara.
