Luxury Spirits Brand Case Study

Launching an e-commerce brand in multiple markets.

The challenge.

After launching a luxury spirit brand in the UK, USA, and Mexico in December 2020, the brand tapped Passion Digital to build brand equity, amplify reach, and increase engagement in these key markets.

We put together a launch strategy for a luxury spirit brand in December 2020, focusing on 3 initial markets: the UK, USA and Mexico.

These markets presented different challenges. In Mexico the agave spirit that the brand sells is well known and there are many local brands competing for share of voice; in the USA, southern states such as California have high awareness of the spirit but in other states it is very low; and in the UK, knowledge of the category is close to non-existent.

The brand challenged Passion Digital to build brand equity in these markets, amplify reach and increase engagement. In Mexico and California we needed to upsell existing drinkers and justify trying a luxury brand, while in the UK and the rest of the US we needed to introduce the category and establish the brand as recognisable and aspirational, piquing interest and facilitating engagement and consideration. They also challenged us to grow their Instagram following with a target of 10k followers by the end of their first year.

Our response.

Audience research and persona development

As with most startups, research was the first step. We started by interrogating the audience and developed distinct personas for each market. We then devised and implemented custom user journeys for each persona aligned to their individual behaviours and motivations, which differed based on their awareness of the category.

Building an engaged community

Another challenge that the brand presented for us was to grow their Instagram following by 10k. We jumped at this opportunity and identified top-performing organic posts that showcased the product, communicated the brand story and delivered high organic engagement with existing following. We then boosted these posts to key audiences, while closely monitoring performance and provided recommendations to refine and improve future posts based on paid engagement levels.

Content creation with a purpose

After getting set up and results coming in through paid media, we shifted our attention to content marketing. Through analysing Google search query volumes, we found there was significant interest in differentiating between similar spirits in both the UK and US market. This presented an opportunity for the brand to establish themselves as the authority in the category and be the ones to introduce their spirit to a curious audience.

Together with the brand’s talented content creators, we helped to create an onsite blog post optimised for SEO accompanied by an infographic, which was repurposed as an Instagram carousel post. We then boosted this post on Instagram to maximise discoverability, targeting specific audience subsets.

Our keyword research also identified that people in our novice markets were searching for cocktail-related phrases. We gave recommendations for optimising the client’s existing body of cocktail recipes onsite and came up with a similar Instagram post boosting strategy as a way of introducing a new audience to the spirit.

  • 1,405.000


  • 52,000

    Site visits

  • £0.23


  • 219

    Clicks to purchase

  • £55

    Cost per Acquisition

The impact.

Audience Research and Persona Development

In the three months since launch, with a limited budget of £12,000, we achieved astounding results that surpassed our targets in terms of reach, visits and cost.

Passion Digital Ltd.’s responsiveness and high-quality work have helped them dramatically increase the client’s visibility. Their remarkable SEO skills are perfectly in line with the client’s social media strategies, and their deep understanding of the firm’s branding encourages ongoing engagement.

We’ve been looking at our visibility versus our competition, and we’ve done very well compared to other companies. In fact, we’re only chasing one company at the moment. Their excellent site traffic and SEO support as well as their understanding of how those metrics complement what we’re doing on our social media have helped us achieve our goals.

Overall, we’ve been truly impressed with the improvements they’ve made as well as the results of their work. As a result, we’ve recommended them to another company.

Kiran Noonan Managing Director

They really spent the time to understand the company when we first began working together. I’ve worked with a couple of SEO agencies over the last sort of eight or nine years, and a lot of the time, they’re very numbers-focused, which you would expect — the numbers dictate the content.

I think because Passion spent so long and put so much time and effort into understanding the business, the tone of voice, and our position in the market, they’ve provided a unique ability to marry a numbers-focused strategy with a content plan. It’s very much in tune with what we want, and it’s the kind of flavor we would expect — I personally haven’t experienced that with another organic search agency.

Dale Bray Digital Marketing Manager

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