Campari's Low-Alcohol Strategy: Capturing Gen Z Drinkers
Jan 28, 2026
While legacy alcohol brands scramble to figure out the "sober curious" movement, Campari America is playing chess while others play checkers. With younger consumers increasingly prioritizing wellness and mindful drinking, the Italian spirits giant isn't just adapting to the low-alcohol trend—they're positioning to own it entirely.
Key Takeaways
- Campari is leveraging existing portfolio brands like Aperol and Crodino rather than creating new products for the low-alcohol market
• The strategy focuses on repositioning and recontextualizing existing assets to appeal to wellness-conscious younger drinkers
• Social media storytelling around "aperitivo culture" creates lifestyle positioning beyond just product attributes
• The approach demonstrates how legacy brands can pivot without abandoning their heritage or diluting brand equity
How Portfolio Optimization Beats New Product Development
What's fascinating about Campari's approach is their decision to double down on existing brands rather than launch entirely new products for the low-alcohol space. Aperol sits at just 11% ABV, and Crodino is completely alcohol-free—both were already perfectly positioned for the trend, they just needed the right marketing narrative.
This is portfolio management at its finest. Instead of the typical corporate reflex to create line extensions or launch new SKUs, Campari recognized they already had the right products. They just needed to shift the conversation from "what" to "why" and "how." It's a masterclass in working with what you have rather than what you think you need.
Why Aperitivo Culture Resonates with Wellness-Focused Consumers
The genius here lies in how Campari has reframed drinking occasions entirely. Rather than marketing low-alcohol alternatives as "diet versions" of regular drinks, they're selling aperitivo culture—the Italian ritual of pre-dinner drinks that emphasize socialization, sophistication, and moderation.
This cultural positioning does heavy lifting that product attributes alone couldn't achieve. It transforms "drinking less" from a restriction into an aspiration. Gen Z consumers aren't just buying a lower-alcohol beverage; they're buying into a lifestyle philosophy that aligns with their values around mindfulness and intentional consumption.
Here's a fascinating parallel from marketing history: In the 1920s, when Prohibition made alcohol illegal in the US, Italian vermouth sales actually increased because it was positioned as a sophisticated "tonic" rather than just another alcoholic drink. Campari is applying similar positioning psychology today, just in reverse—making lower alcohol consumption feel elevated rather than compromised.
Social Media Strategy That Sells Lifestyle Over Product Features
Allison Varone's team understands that you can't win younger consumers with traditional spirits marketing. Instead of hero shots of bottles, Campari's social content focuses on moments, settings, and the social rituals around aperitivo culture. Think golden hour terraces, intimate friend groups, and that perfect pre-dinner pause that makes everyday moments feel special.
This shift in content strategy reflects a deeper understanding of how Gen Z discovers and evaluates brands. They're not browsing liquor store shelves—they're seeing drinks in context on Instagram and TikTok, watching how products fit into lifestyles they aspire to. Campari's social strategy makes their products the supporting characters in stories about how young adults want to live.
Three Actionable Lessons for Beverage Marketers
First, audit your existing portfolio before developing new products. You might already have the right offerings for emerging trends—they may just need repositioning rather than reformulation. Campari didn't reinvent Aperol; they recontextualized it.
Second, cultural positioning trumps functional benefits when targeting values-driven consumers. "Lower alcohol content" is a feature. "Mindful drinking culture" is a lifestyle. Lead with the lifestyle, let the features follow.
Third, social content should sell the context, not the product. Show your target audience living their best life with your product naturally integrated into those moments. The goal isn't to showcase your beverage—it's to make your audience envision themselves in that scenario.
Want to stay ahead of consumer trends and positioning strategies like this? The Academy of Continuing Education offers courses designed to help marketing professionals spot opportunities and adapt strategies in rapidly evolving consumer markets.
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