Umberto Luchini is Vice President of Marketing for Campari America. Appointed to the role in 2012, Luchini oversees the entire U.S. portfolio of brands, as well as all aspects of the marketing mix in the country. Campari America’s brands include SKYY Vodka, Wild Turkey Bourbon, Appleton Estate Rum, Espolòn Tequila, Aperol, Frangelico, Cinzano and of course, the namesake Campari.
Today, spirits are more popular than ever in the United States, which means increasing competition in all spirits categories. Luchini uses fresh thinking, an entrepreneurial mentality and astute analysis of the marketing landscape to ensure Campari America’s diverse portfolio resonates with audiences in an authentic way. Under his leadership, the team of marketing professionals at Campari America consistently achieves success in an industry where hundreds of brands strive for attention.
Luchini joined Campari America in 2006, starting as the manager for the Campari brand, which gives him a unique perspective into how the current bitter liqueur craze is sweeping across America. He was also instrumental in marketing efforts for other brands within the US portfolio, including SKYY Vodka’s new “West of Expected” marketing platform and the development and relaunch of Espolòn Tequila in the US.
Prior to joining Campari America, Luchini worked in the group marketing department of Campari America’s parent company Gruppo Campari in Milan. Luchini started his career in marketing with prestigious brands like Ferrari and Marlboro, where he managed the Formula One motorsport activities for nearly a decade. He also performed marketing activities for the 2000 Summer Olympics on behalf of ISL Marketing.