Venturo: Entering the Aperitivo Occassion
The Challenge
Aperitivo is one of Europe’s most entrenched drinking rituals, and the category is owned by a few legacy players. Diageo had no spirit built for the occasion. It needed a way into the category that could grow beyond one bottle, as drinkers shift toward lighter, lower-ABV and alcohol-free choices.
Methods
White space mapping, Positioning, Portfolio architecture, Brand identity, Cross-functional stakeholder management
The Process
As Global Brand Lead and later Head of Tequila & Aperitifs, Venturo was built as a category growth driver, not a single SKU. We defined the positioning (“the next” spritz for Modern Italia) and the Mediterranean identity, then designed the portfolio architecture: a hero liqueur, with extensions into ready-to-drink (RTD) and non-alcoholic formats. Oversight on R&D, packaging, commercial and market teams from white space through to launch.
Keywords
Category growth strategy, Innovation portfolio strategy, Brand & Marketing Management, Investor Relations
SNIPPETS OF THE BRAND WORLD
Marketing Assets
Role: Innovation Lead
Gold for Label Design at Luxepack
Agency: Robilant