The beverage brand’s former CMO, which holds drinks like Aperol, breaks down why events like Coachella, the US Open and Cannes Film Festival are so important to its marketing strategy. Episode TranscriptPlease note, this transcript  may contain minor inconsistencies compared to the episode audio.[00:00:00] Damian: I'm Damian Fowler [00:00:01] Ilyse: And I'm Ilyse Liffreing [00:00:02] Damian: And welcome to this edition of The Current Podcast. [00:00:05] Ilyse: This week, we're delighted to talk with Julka Villa, the former Global CMO of Campari Group. [00:00:11] Damian: Founded in 1860, Campari is a household name in the global spirits industry with a portfolio of over 50 brands across world markets. [00:00:20] We're talking familiar names like Aperol, Sky Vodka, Wild Turkey Bourbon, and Courvoisier. [00:00:27] Ilyse: Julka is a marketing veteran with over 25 years of experience in the alcoholic beverage and beauty industries. A specialist in consumer focused brands. [00:00:37] Damian: Julka is responsible for the marketing vision, strategy, and execution of the Campari Group's brands. [00:00:44] At the same time, she has a bird's eye view of the company's worldwide presence, coordinating teams based in Milan, Paris, and New York. [00:00:52] Ilyse: We started by asking her about how she balances the Campari legacy with keeping its brands relevant for today's [00:01:00] consumers. [00:01:02] Damian: So Campari has a rich heritage. The company is now 164 years old. How do you go about balancing its legacy, the preservation of its legacy while keeping the brand modern and relevant for today's consumers? [00:01:18] Julka: I think that, if we go back to the roots of the Campari brand, about being [00:01:23] bold, about being visionary about investing in arts, think about Europe, Italy in the second half of the 19th century. There were so, few brands really investing Campari was one of the first really interacting with artists [00:01:42] and designers and giving them the freedom to, the brand in the way they saw it. if you look at how we started, you how we moved forward along our, our history. You can see that, the [00:02:00] twenties and thirties of last we start cooperating with cinema, really asking the people, working in the industries and producing the movies, postcards, producing, you know, designs and drawings for us. [00:02:16] You can see that, fast forward, to the eighties. We start cooperating with one of the greatest filmmakers. In the world, Federico Fellini, that was a big fan of the Campari brand. He was drinking Campari and he decided to cooperate with us to produce an advertising for the brand. And Fellini was the first filmmaker we cooperated with. But then, we kept this partnership, for instance, with Paolo Sorrentino 2017. And I was personally You know, working with him, it was a fantastic experience to see an artist really bringing to life, the brand, [00:03:00] respecting the legacy, but at the same time, renovating, since you're asking me how a brand modern still loyal to its root, it was amazing to see how we could kept the daring, attitude of the brand alive. According to his own style.  [00:03:20] Ilyse: Wow,that is super cool. so is pop culture still as important to the brand even today?  [00:03:27] Julka: Absolutely. Absolutely. So, and this is so important for the Campari brand, but for many other brands part of our portfolio, just for you to know, we have more than 50 brands. in our portfolio, and if you’d like we can talk about some of them, but when it, comes to Campari, think about the fact that our partnership with arts, have been, more recently renovated in our, cooperation with the major film festivals, in the world. We, are [00:04:00] partners of the Cannes Film the Locarno, in Berlinale. weclosed the first, year of partnership with the Toronto Film that's definitely a modern way to the brand, extremely aspirational, but still to get in touch with so many consumers and possible advocates of the brand. One of the things we really care about is not just to communicate our brands, but to assure our consumer to consume our brands throughout the signature cocktails in the best way possible and definitely feel festival for us are a huge opportunity to provide liquid tulips, as we say, to our consumers current and future.  [00:04:47] Damian: What's interesting is with these different brands, you're sort of talking about how they're valued differently in different markets. that's very interesting to me. How do you know and prioritize [00:05:00] which brands work best in which countries?  [00:05:04] Julka: We have, well identified, what we call the global brands. The brands that should be built everywhere in the world. Of course step by step and respecting the life stages, the brand is in a specific geography. And definitely the one I mentioned so far, are global brands. And so also global priorities, for the company. And then, depending on the area of the world, the characteristics of the market and the consumers, each individual, operating company, can, compose, portfolio, to have the best performance on the market. But definitely there are priorities everybody to focus  [00:05:51] Damian: if you think about the United States, is there a sort of priority? [00:05:55] Julka: Yeah,  [00:05:56] Damian: Leading brand here. [00:05:58] Julka: definitely, [00:06:00] uh, the priority for the United our giant aperitif brands, such as Campari Aperol, Grand Manier, Wild Turkey, Espolon, and of course, the local team is really excited to rebuild the Courvoisier brand. always acquisition we have just finalized. [00:06:21] Damian: Yeah, each of those brands has its own kind of, whole kind of narrative around them, I imagine. But I wanted to ask you actually a little bit about, The current moment that we're in, which we're seeing a kind of a lot of debate around alcohol versus no alcohol consumption, particularly when it comes to like Gen Z demographics. I mean, how do you think about and navigate these perception shifts?  [00:06:47] Julka: That's a very that's a very interesting question. And of course, as you can imagine, we have been spending a lot of time and resources really to dig deep into these shift and [00:07:00] transformation in a way of our consumer ships. One thing that is not that evident to, to everybody is that differently from the past, there is a sort of coexistence of, people drinking alcoholic products and non alcoholic products, depending on the moment they are in, the people they are with, what they have to do the day after. [00:07:23] And this kind of consciousness and, control on what to choose is even stronger in younger consumers as you were mentioned so they are more conscious they don't they are not you know afraid to make a choice that could be out of  [00:07:43] their are pool of friends. Everybody's drinking something alcoholic There's no problem at all for one of them to say “Look tomorrow I have to wake up very early I have a very important day I prefer to, to opt for a choice, a non alcoholic choice.” So more than a counter position [00:08:00] today, we see the coexistence, of these kind of choices, which is quite interesting, honestly, also because it gives us the opportunity to be more, mindful and, intentional in developing also the part of our portfolio, which is non alcoholic. For instance, we have a product which is an extremely strong product in Italy and definitely in a phase of conquering of continental Europe is, the name of the product is Crodino and is definitely our non alcoholic, kind of spritz. is a product that was invented and launched in the market, in 1965. [00:08:39] So this is a little bit a testament, to the personality of the company, wanting really to push boundaries. And actually we are preparing the launch of these fantastic product also in the U S, that we plan for next year.  [00:08:54] Ilyse: So it sounds like Campari really anticipated this trend of non alcoholic [00:09:00] beverages in a sense.  [00:09:02] Julka: Yeah, that's, that's correct. That's correct.  [00:09:05] Damian: I'm just curious on that point, you know, as a marketer, you must get lots of data back in terms of like, who's drinking what, maybe by generation, maybe by geography even. I'm interested to know, do you kind of look at that in terms of strategizing and find the discrete markets?  [00:09:24] Julka: even if, with the passing of the years, what we, really is of people. So demographics are not, gender or age brackets are not the main elements we look for because what really counts. Today is the mindset and the attitude of people, for instance, if I think about a product like Aperol with these with its signature cocktail, Aperol can see across generations drinking this product and across age brackets is the mindset. [00:09:57] And you would be amazed how people approaching Aperol [00:10:00] Spritz, enjoying Aperol Spritz, they really have in common, the way they appreciate life and what they are looking for in that specific moment. Either they are, 25 or 60. So there are also, a number of cross generational, alcoholic beverage experiences, and so the way we look at data is really about the motivation and the attitude of people when they are about to make a choice.  [00:10:27] Ilyse: Yeah, that kind of, shift towards mindset over demographics probably helps a lot when it comes to just I guess prioritizing channels for the brand and where to reach those audiences because I know in a lot of the times like Millennials and Gen Zers are in like social media and usually that's not an option when it comes to alcohol brands, is, so is the brand finding other channels to be just as effective, in reaching that kind of mindset that it's [00:11:00] after. [00:11:00] Julka: when, I think a strong, distinctive characteristic Of our marketing and activation strategies, really investing very seriously in, in events, because definitely there's a lot of will among consumers of all ages, really to leave, events, in person really experience, on their, skin, much more than in the past. [00:11:24] and then we amplify, if you want, through social media, those events. But, a big part of our investment. is really, put on organizing, these kind of events. When we, when it comes to the U. S., think about Coachella, which is, more than a music festival, is a lifestyle festival, as we all know. [00:11:43] Think about the U. S. Open. uh, but also if we go on the other side of the world, in the APAC region, think about, The Australian Open, which is for us a, opportunity to reach so many consumers. about [00:12:00] hundreds of thousands live offering our best signature cocktail in our, fantastic lounger and then we can definitely amplify this content on a number of social media where. alcoholic beverage can, have a direct relationship, with their consumers. So for us, it's always a mix. we really believe that we have winning products, very straightforward drinking strategy, and that's why we care so these to life in real life for we don't see this business as happening just, just virtually. Definitely.  [00:12:42] How do you kind of maintain and sort of keep tabs, as it were, on people who are loyal to the brands that you market? [00:12:52] definitely over the yearsWe invested and we improved, our, CRM, capacity, so [00:13:00] throughout, social media and massively through events, we gather as much as possible information about our consumers so that, we can definitely keep them, up to date. On our, yearly, program, but also we can establish a more direct dialogue. [00:13:18] Sometimes we consult them, a part of them for new projects. we listen to them, ask them questions about, trends, want to know more and I think that, especially when it comes to a lab important. [00:13:39] Feel part of a feel, really listen to is something as important as enjoying your favorite, brand and your [00:13:50] Damian: And what's interesting to me is I was thinking about this because about, maybe 12 years ago, I have a friend from Venice who lives in New York and we went to a [00:14:00] restaurant and she ordered an Aperol and at that, point it wasn't very, nobody really knew much about it here. [00:14:06] And since then, of course, it's huge. It's like a probably one of the most popular, cocktails around. I was just at the U. S. Open in the summer and I could see, your your [00:14:16] plaza there with Aperol everywhere. I guess it was, there's a sponsor, a partnership  [00:14:20] Julka: Mm hmm.  [00:14:21] Damian: But my question is, how did you could you walk us through how you, built that awareness from, that moment, however many years ago when it wasn't such a big, obviously big in Venice, she said it was the Venetian drink. [00:14:34] So I was like, Oh, that's interesting. [00:14:39] Julka: yes, I am. 10, 12 years ago, not only in the U. S., but in many other places outside Europe, definitely it was not established. you know, staple it is to die. and at the very beginning, we really faced, some very basic, difficulties. I have to say, it was not easy, to start [00:15:00] talking about, a signature cocktail that, needed, a bottle of Prosecco to be open, to be prepared because. [00:15:07] You know, if you are familiar with sparkly wines, the problem with it is that if you open it and you use just a little part and then you keep the bottle for a couple of days, the carbonation will just, yes, go away. So it was really. a very precise, consistent, and stubborn work of education. [00:15:28] There's just one certainty about education, which is that, you know, when you started that you will never know when you will finish. And actually it's a never ending story in a way. So we, in the past we put, and we keep putting a lot of, effort and an investment in educating the trade the bartenders bar owners But also the final consumers because at the end if the final consumer knows [00:15:52] the best way to prepare an upper spritz They will be your advocate and it happened to me so many times in the past [00:16:00] when I was receiving at the table in upper spritz that was not preparing the way It should have been, I was going back to the bar and I was saying there's something wrong with my cocktail. [00:16:13] it's a double, a double direction  [00:16:16] Julka: Yeah,  [00:16:18] efforts. And, Also, a very important part is, what we call, the oil spill approach. What does it mean? We start with the city, a major city, we start with the specific neighbors. and key on trade outlets in this neighbor. [00:16:39] We build a relationship of partnership. We invest on these venues and we create the phenomenon of the cocktail and then we expand. So distribution and presence comes just [00:16:52] after having started trend with a very high level, of the serve in a smaller [00:17:00] number of venues. [00:17:01] This, has been the approach in the U. S. and in every other part of the world. You mentioned Venice, which is the place where the brand really, started being known and appreciated and, recognized as, the champion of aperitif. But the phenomenon of Aperol Spritz started in Venice, expanded to the Veneto region, which is the region of Venice, and then expanded Milan and from Milan to the rest of Italy. [00:17:28] So the oil spill approach, as we call it, has always been, front and center of the strategy, of, And it's building.  [00:17:38] Ilyse: So interesting. when you think of Campari brands, it also sorts of implies Like a level of sophistication. in a sense, are marketing just drinks or is it something more, I don't know, like lifestyle?  [00:17:53] Julka: definitely. I think that,our brands are starting from, The most important ones really [00:18:00] stand for a certain lifestyle. you think about campari, it really represents the Milan. And, the lifestyle of the city. If you, think about aperol, you're talking about a more democratic sort of brand, really more casual. welcome. and, So they, [00:18:21] reflect a way of living and today even more important. If you think about the trend of escapism, traveling without traveling. I need a break. I need a moment for myself of real enjoyment with my friends. [00:18:36] brands like this, and they are signature cocktail, let's say Aperol Spritz for Aperol, Negroni, for instance, for Campari makes you really full for half hour, one hour you're spending with your friends in another place. So they really stand for a way of living for a place and for a moment in life where you really, recharge your batteries and, [00:19:00] you dedicate really a true moment to yourself.  [00:19:03] Julka: And that's it for this edition of The Current Podcast. [00:19:05] Damian: We'll be back next week, so stay tuned. [00:19:08] Ilyse: The Current Podcast's theme is by Love Caliber. The current team includes Kat Vesce and Sydney Cairns. [00:19:15] Damian: Cairns. And remember,  [00:19:16] Julka: we really believe that we have winning products, and that's why we care so these to life we don't see this business as happening just virtually.  [00:19:29] Damian: I'm Damian. [00:19:30] Ilyse: I'm Ilyse. [00:19:30] Damian: And we'll see you next time. And if you like what you hear, please subscribe and leave us a review. Also, tune in to our other podcast, The Current Report. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.