Light Requirements: Prefers full sun to partial shade. American Beautyberry thrives in a range of light conditions, from full sunlight to partial shade. While it can grow in full shade, the best fruit production and growth occur in areas with at least partial sun. In hotter climates, some afternoon shade may be beneficial to prevent leaf scorch.

Soil Requirements: Prefers well-draining, fertile soil. This plant grows well in various soil types, including sandy, loamy, and clay soils, as long as they are well-draining. The ideal soil pH is slightly acidic to neutral (5.0-7.0). Incorporating organic matter such as compost can improve soil fertility and help retain moisture, supporting healthy growth.

Watering: Requires regular watering, especially during dry periods. American Beautyberry prefers consistently moist soil, particularly during its establishment period and the growing season. Water deeply to keep the soil evenly moist but not waterlogged. Once established, it is relatively drought-tolerant but will benefit from supplemental watering during extended dry spells.

Temperature and Humidity: Hardy in USDA zones 6-10. Callicarpa americana is well-suited to a wide range of climates, from the southeastern United States to more temperate regions. It tolerates high humidity and is resilient in both warm and mild climates. In colder zones (zone 6), it may die back to the ground in winter but will typically regrow from the roots in spring.

Fertilization: Apply a balanced, slow-release fertilizer in early spring to encourage healthy growth and vibrant fruit production. An additional application in mid-summer can help sustain the plant through its peak growing period. Over-fertilizing should be avoided, as this can lead to excessive foliage growth at the expense of berries.

Pruning: Prune in late winter or early spring before new growth begins. Pruning helps maintain a compact shape and encourages more vigorous growth and berry production. Remove any dead, damaged, or crossing branches to promote healthy air circulation within the shrub. Light pruning can also help control the size of the plant.

Pests and Problems: Generally pest-resistant and disease-free. American Beautyberry is a hardy plant with few common pest or disease issues. However, it is occasionally visited by caterpillars or aphids, which can be managed with appropriate measures such as insecticidal soap or neem oil. The plant is also known for its deer-resistant properties.