Focusing on Gen Z is crucial as the generation is setting trends that influence broader consumer behavior, according to Andrea Sengara, VP of marketing at Campari America.
The Gen Z consumer, shoppers born between 1997 and 2012, are a prime focus for retailers for many reasons.
They’re focused on luxury and spending more money more often on luxury items than the millennial shopper. They shop online more frequently than other generations go grocery shopping one to two additional times per month, according to McKinsey research, with online purchases growing at nearly twice the rate of older groups.
And when it comes to shopping, the Gen Z consumer is more about experiences than material goods. More than half, 54%, would rather spend on experiences than on an item, according to a Later blog.
RetailCustomerExperience.com reached out to Andrea Sengara, VP of marketing at Campari America, to get deeper insight on the Gen Z consumer and how retailers should be marketing to the shopping generation given its significant status and why it’s critical to provide high-quality experiential moments.
Campari America, based in Italy, was formerly known as Skyy Spirits, is an American spirits maker that is part of the Campari Group, the family of companies also known as Davide Campari-Milano N.V., a publicly traded company on the Milan stock exchange. The Campari Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry.
Q. Can you define the Gen Z consumer (in relation to Campari) beyond the age demographic and why are they a big focal point for Campari?
Sengara: At Campari America we are thinking about Gen Z consumers who are 21 and older. This particular age cohort is filled with conscious consumers who value authenticity. They prioritize experiences over possessions and are heavily influenced by social media and digital interactions. This is why experiential has become such an important driver of building our brands. Take Aperol’s return to Coachella — we brought the essence of Italian culture, turning the scene into a modern Italian piazza. It wasn’t just drinks — it was an immersive experience. Aperol did the same thing at the 2023 U.S. Open, with pop-up spaces that captured their spirit of togetherness giving fans an Aperol Spritz adventure.
Focusing on Gen Z is crucial because this generation sets trends that influence broader consumer behavior. For example, we see younger consumers of legal drinking age gravitating toward low alcohol options, which sets up our brands like Aperol and Campari well as they’re lower ABV than most spirits. Additionally, recruiting the next generation of consumers ensures brand longevity and relevance. As existing consumers age, it’s vital to engage and attract younger consumers to sustain and grow our brands.
Q. What is driving Gen Z’s need for high quality experiential moments and what’s their response typically when a retailer doesn’t meet that expectation?
Sengara: In today’s environment, Gen Z consumers prioritize authentic experiences. This past April, we seamlessly integrated with Coachella and had Aperol return to the event for a second year as an official partner, where consumers on-site could visit our new Aperol Terrazza for a one-of-a-kind Italian aperitivo experience in the desert. To drive excitement and buzz for consumers on the ground, the brand provided an unforgettable culinary experience paired with Aperol Spritz that festival goers sought to engage with that figuratively transported them to the brand home where they could immerse themselves in the Italian way of life — leaving them with a lasting emotional connection to the brand. Simply showing up isn’t enough — brands like Aperol need to create engaging experiences that bring the brand to life.
However, being digitally native, Gen Z also demands high-quality brand engagement across all touchpoints. Clunky banner ads won’t cut it anymore, forcing marketers to have a strategic approach, ensuring a smooth and unified brand experience across both online and in-person interactions.
Q. How is Campari reaching the Gen Z consumer and what are the ingredients in its winning recipe for engagement?
Sengara: For a long time, “disruption” was a major marketing buzzword, and it still has its place. However, for us, reaching Gen Z is about connecting with them where they are rather than disrupting them. This means showing engaging content on their social media platforms, maintaining a meaningful presence at the events they attend, and ensuring a strong presence on e-commerce platforms, as this is largely where Gen Z shops. Campari America’s approach is about adding value to their experiences and seamlessly integrating into their daily lives.
Q.Campari has partnered with e-comm platforms like Instacart and Reserve Bar — how did those partnerships come about and what’s been the ROI?
Sengara:Gen Z’s over indexes versus previous generations around online shopping, with their purchases growing nearly twice as fast as older generations. This isn’t surprising — as Gen Z prioritizes convenience and accessibility, which directly translates to their shopping habits. They expect seamless online experiences, including easy price comparisons, fast shipping, and transparent sustainability information.
Marketplace partnerships have been a key pillar of Campari’s e-commerce strategy for many years now. The channel saw rapid acceleration during the 2020 lockdown, and shopper demand for quick and convenient spirits delivery options has remained strong post-pandemic. With this change in buying habits, Campari America also shifted focus to meet our consumers where they’re shopping by partnering with the likes of Instacart and ReserveBar, allowing Campari’s brands to stay top of mind with the millions of shoppers actively searching for spirits, cocktails and occasion inspiration at the point of purchase. The real-time data unlocked from our partnerships expands beyond sales results, which has supported our collective goal of creating a better shopper experience built on insights and digital shelf performance data. The outcome has been very positive, both in terms of recruiting new buyers to grow our brands and ROI. Stats show eight in 10 shoppers are digitally influenced and with the ever-increasing demand for a seamless path to purchase online, we anticipate continued growth with our online delivery partners.
Q. How are consumer perceptions of spirits changing?
Sengara: A significant trend we’ve witnessed is the growing appreciation for craft cocktails and a renaissance of classic cocktails. During the COVID-19 pandemic, when bars and restaurants were closed, many people began experimenting with mixology at home. This trend has continued post-pandemic, reflecting a genuine appreciation for the art of mixology and cocktail creation. Additionally, in large part due to industry advocates like DISCUS of which we are members, spirits consumption (and marketing) have become normalized. It wasn’t until 1996 that spirits could advertise on TV, but through ongoing education, people have realized that one cocktail has the same amount of alcohol as one beer or one glass of wine, and that has helped normalize and ultimately create more spirits drinking occasions like brunch and aperitivo, to name a few.
Q. Why is authenticity playing such a strong role in marketing today?
Sengara: Authenticity is playing such a strong role in marketing today because consumers are bombarded with marketing messages everywhere they turn. As a result, consumers are becoming increasingly skeptical and crave genuine connections with the brands they engage with. Consumers are more than just data on a spreadsheet — they are smart and savvy people who can easily spot inauthenticity a mile away. By prioritizing authenticity, brands can build genuine connections fostering trust and loyalty in the long run.
