Campari Group enhances collaboration and creativity with Microsoft 365 Copilot and Viva

Campari Group empowers its workplace with Microsoft 365 Copilot and Viva, driving collaboration, productivity, and innovation across its workforce.

Campari Group is on a journey to future-proof ways of working for efficient collaboration and communication across a global workforce. Copilot was a natural next step, reducing repetitive tasks and boosting cross-functional engagement and creativity.

The company adopted Microsoft 365 Copilot and Viva to improve collaboration and communication. Copilot helps draft reports and personalize messages, while Viva helps foster community, tracks employee sentiment, and supports personalized learning.

Campari Group, a major player in the global spirits industry, with a portfolio of over 50 premium and super premium iconic brands such as Aperol, Campari, and SKYY, has always prioritized growth and agility. As the company grows, it aims to continuously improve internal processes and create efficiencies, particularly in how its employees—called Camparistas—collaborate across functions and geographies. Campari Group wanted to create a more streamlined, productive environment where employees could focus on strategic, creative work rather than spending time on manual, repetitive processes. This forward-thinking mindset led it to seek innovative solutions to support its global workforce and stay competitive in an ever-changing industry. “We’ve always been committed to agility and performance,” says Denajda Aliaj, Global IT Manager, Modern Workplace at Campari Group. “As we continue to grow, we are committed to continuously improve how we collaborate and make decisions.” 

Transforming work with Copilot and Viva 

Campari Group’s exploration of technology brought Microsoft 365 Copilot and Microsoft Viva into the spotlight. These tools were central to the company’s digital transformation, allowing for more efficient communication, collaboration, and a shift toward higher-value work. ”In a world of increasing complexity, AI and generative AI are strategic allies in creating business value,” explains Jose Ovidio Silva, Group Head of IT at Campari Group. ”We created a community around Copilot with the goal of discovering together how generative AI could bring value in our business context.”

In a world of increasing complexity, AI and generative AI are strategic allies in creating business value. We created a community around Copilot with the goal of discovering together how generative AI could bring value in our business context.

Jose Ovidio Silva, Group Head of IT, Campari Group

Copilot is helping teams streamline meeting prep and recap, so employees can focus on discussions instead of manual tasks. Jeremie Moritz, Global Consumer Engagement Senior Director at Campari Group, notes, “Copilot is a game-changer—it can multiply your strengths and give you that partner to push ideas further and break out of your daily routine.” In marketing, it personalizes messaging, and in HR and finance, it simplifies administrative tasks, improving efficiency across the board. 

Viva has also been instrumental in Campari Group’s success, driving employee engagement, communication, and collaboration across departments and geographies. “Viva is the community space where we break down geographical and team barriers,” observes Moritz, describing how Viva has contributed to fostering a strong sense of community. It is also used for internal communications, helping streamline multichannel campaigns and ensure consistency across teams. “Even if I’m not working with supply chain regularly, I can hear about what’s happening there.”

Copilot is a game-changer—it can multiply your strengths and give you that partner to push ideas further and break out of your daily routine.

Jeremie Moritz, Global Consumer Engagement Sr. Director, Campari Group

As Campari Group expands its use of AI tools, Viva provides valuable insights into employee sentiment and productivity trends. “Our focus on employee engagement is critical in our Copilot adoption path,” emphasizes Silva. “Viva enables us to gather feedback from Copilot users and make sure they are set up for success." Additionally, Viva helps monitor collaboration trends, pinpointing where Copilot can have the greatest impact. ”This data-driven approach with Copilot and Viva ensures we’re continuously improving,” adds Aliaj.  

Viva is the community space where we break down geographical and team barriers.

Jeremie Moritz, Global Consumer Engagement Sr. Director, Campari Group

Measuring impact and looking ahead 

Early adopters of Copilot report saving two hours weekly. In addition, 80% say it speeds up tasks, 81% report higher productivity, 86% see improved work quality, 73% spend less mental effort on routine tasks, and 93% feel confident using it. Viva helps the company reach Camparistas in 26 markets with communication and learning, contributing to Campari’s 90%-plus monthly Copilot usage rate. This shift has not only saved time but also improved the quality of work across the company, so employees can focus on more value-adding activities. ”The quality is higher from the start,” reflects Moritz. ”We’re focusing on what matters most—creativity and decision-making—rather than spending time on time-consuming tasks."

This data-driven approach with Copilot and Viva ensures we’re continuously improving.

Denajda Aliaj, Global IT Manager, Modern Workplace, Campari Group

With an eye on the future, Campari Group plans to continue expanding the adoption of Copilot and further explore AI’s role in refining its operations. The company is also deepening its use of Viva tools for employee sentiment and analysis and for ongoing skill development—for AI and other areas. ”Our journey with Copilot and Viva is just beginning,” concludes Aliaj. ”These tools are helping us remain nimble, creative, and competitive, aligning with our vision of being the smallest big company in the spirits industry.”  

Discover more about Campari Group on Facebook, Instagram, LinkedIn, X/Twitter, and YouTube.