• by Kate Terhune , Yesterday

Earn memories, not just media.

In this episode of Brand Insider: 1:1, host Kate Terhune goes behind the bar—and behind the brand—with Allison Varone, Head of Marketing at Campari America, the powerhouse behind some of the world’s most iconic spirits: Aperol, Campari, Espolòn Tequila, Courvoisier, Grand Marnier, Skyy Vodka, and Wild Turkey.

Allison’s story begins in the heyday of Martha Stewart Living, where she learned how lifestyle brands connect to emotion, ritual, and aspiration. That foundation shaped her philosophy today: build from culture, not campaigns. From the aperitifs that define Italian summer to the bourbons that anchor American tradition, she’s helping Campari America bridge heritage and modern relevance across wildly different categories.

In this conversation, Allison and Kate explore:

• How to create brand experiences that earn memories and emotional connection

• The balance between splashy, buzz-driving campaigns and on-the-ground consumer reality

• What it takes to scale an irreverent brand like Espolòn without losing its grit

• The storytelling power behind Aperol at Coachella and Courvoisier’s “Bring Your Own” campaign

• How insights, data, and cultural cues guide everything from creative testing to portfolio-level strategy

• Why the future of spritz culture—and the rise of non-alcoholic offerings like Crodino—isn’t just a trend but a shift in lifestyle

Allison shares how her team at Campari America combines intelligence, creativity, and instinct to grow iconic brands in a world where consumers crave connection over consumption.

Whether you’re a marketer, a strategist, or just someone who loves a good cocktail, this episode serves up a refreshing look at the future of luxury, lifestyle, and the stories we sip on.