A Cocktail Brand Toasts a 59% Retail Media Surge

A cocktail brand needed to revitalize its retail media strategy to stand out in the competitive alcohol market. With the ready-to-drink cocktail market projected to grow to $40B in the next few years, the CPG brand aimed to capture the Gen Z and millennial audience while working toward a nine million case shipment goal.

The alcohol brand and G-Comm implemented a full-funnel retail media approach for a five-month period, leveraging both Instacart and Walmart Connect, focusing primarily on driving purchases and secondarily on amplifying audience awareness. The brand implemented a fluid budgeting approach and optimized based on seasonality trends, and the campaign adapted creative imagery and copy to capitalize on peak seasons and holidays, ensuring maximum engagement and relevance.

The campaign demonstrated the power of a full-funnel retail media strategy. The cocktail brand saw substantial growth in revenue during a key period – Memorial Day weekend. ROAS saw a substantial boost compared to prior benchmarks, and the campaign successfully reached and engaged both new-to-brand buyers and lapsed buyers. Strategic thinking, past insights, and fluid budgeting proved highly effective in moving the retail media needle.