CAMPARI
CAMP RUNAMOK 2025: WT & Wilderness
the challenge
Every year, Camp Runamok brings together the bar world’s brightest for a week of education, camaraderie, and craft along the Kentucky Bourbon Trail.
For 2025, Campari America partnered with Lush Life Productions on a shared ambition: show up not just as a sponsor, but as a leader within the camp experience.
The goal was to deepen trade relationships, strengthen loyalty for Wild Turkey and the Italian Spirits portfolio, and create a presence that felt embedded in the culture of camp rather than branded around it. With hundreds of influential bartenders, beverage professionals, and industry leaders in attendance, Campari America needed an experience that would create meaningful connections, drive product affinity, and leave a lasting impression long after camp concluded.
the SOLUTION
SoHo designed and executed a fully integrated brand journey that unfolded across every touchpoint of camp life. From themed Wild Turkey cabins to immersive distillery programming and the signature Camp(ari) Family Dinner, each activation reinforced Campari America’s leadership through craft, connection, and community.
Each Wild Turkey cabin was custom-designed with pop-culture-inspired creative direction: the Spring session drawing inspiration from Wayne's World and the Summer session nodding to The Big Lebowski. Décor, product placement, and interactive moments reflected these inspirations while staying rooted in Wild Turkey's brand identity, creating memorable, social-ready environments that campers genuinely wanted to spend time in.
Distillery Day welcomed more than 260 campers across two sessions to Wild Turkey's Kentucky home. Campers participated in skeet shooting, guided tours, maturation workshops, private barrel pulls, curated tastings, and a blending challenge led by members of the Wild Turkey team. Structured programming allowed attendees to deepen their technical knowledge while building direct relationships with the brand at scale.
The week culminated in Camp(ari) Family Dinner, a celebratory finale centered on hospitality, connection, and shared experiences. An Aperol Spritz moment on the hill, a Met Gala-inspired red carpet photo opportunity, and a family-style dinner transformed the Mess Hall into a vibrant gathering space that showcased both Wild Turkey and the Italian Spirits portfolio. Brand ambassadors hosted, toasted, and mingled throughout the evening, ensuring Campari America closed the week with emotional resonance and trade equity firmly intact.
Beyond camp, Campari America extended its presence into the surrounding Kentucky bourbon community through hosted experiences at influential local venues and destinations that play a meaningful role in the region's hospitality and spirits culture. These moments created additional opportunities for connection, education, and relationship-building with key trade audiences.
Across both Spring and Summer sessions, Camp Runamok became a living expression of Campari America's portfolio: equal parts education, entertainment, and enduring relationship-building.
