Southwestern Distillery
Identifying new opportunities for broader eCommerce growth
Overview
48%
Increase in ROAS (Sept 2023 vs Sept 2024)
The Challenge
Southwestern Distillery approached Peaky Digital to boost sales on Amazon after experiencing a year-on-year decline. They sought our expertise in identifying new opportunities for broader eCommerce growth and fresh strategies for improving their Amazon presence.
Key Marketing Challenges
When Southwestern Distillery approached us to turn around their Amazon Ads performance, we identified the key challenges they were facing as a brand.
Branded Sales & Repeat Customers
Their current strategy relied heavily on branded terms and repeat customers for sales of Tarquins, Twin Fin, and Connie Glaze products. We needed to develop a strategy that preserved a strong ROAS while also expanding their reach to attract new customers.
New Brands : Twin Fin & Connie Glaze
While the Tarquin’s brand has a strong presence, there is significant growth potential for their newer spirits—Twin Fin Rum and Connie Glaze Vodka. Despite Twin Fin launching in 2020 and Connie Glaze in 2023, their Amazon sales still heavily relied on the strength of the Tarquin’s brand.
Campaign Structure
Although many campaigns were performing well, it was unclear which ones targeted branded searches, which focused on generic terms, and which promoted each brand. We needed to simplify the campaigns to clearly differentiate those aimed at top-of-funnel users from those targeting bottom-of-funnel customers, and to better understand how the budget was being allocated across them.
Our Strategy
Our experts worked with Southwestern Distillery to design and implement a strategy that would maximise Amazon Advertising performance.
Bringing Campaigns to Life
- Paid Media Audits – Starting with a full paid media audit, we were able to identify key restructuring opportunities and new campaign formats to test.
- Campaign Restructure – We restructured and streamlined all existing campaigns with the aim of improving performance, increasing TOF sales and making reporting clearer.
- Budget Redistribution – As part of our strategy we redistributed budget across the newly restructured campaigns and ensured that enough spend was allocated to each brand at each area of the funnel.
- Product Listings – Our audit revealed opportunities to improve the ad copy on product listings and to incorporate A+ content. We provided Southwestern Distillery with suggestions, recommendations, and best practice guidelines for implementation.
- Store Pages – As part of our strategy, we refreshed and optimised each brand store to ensure they were user-friendly, relevant, and featured the full product range. We also incorporated the different brands into the stores to enable cross-selling opportunities.
- Strategic Planning – We introduced quarterly planning days to collaborate closely with the Southwestern Distillery team, maximising campaign potential and building a robust multi-channel strategy. Given the key periods in this industry, it was crucial to have well-planned strategies for each one.
The Results
We pride ourselves on working exhaustively to a set of clearly defined values. These values are established and delivered by our passionate team in every aspect of the work we do, allowing us to achieve the results we strive for. If you want to learn how we can help you reach new peaks, fill out the contact form below!
48%
Increase in ROAS (Sept 2023 vs Sept 2024)
105%
Increase in overall Amazon sales (Sept 2023 vs Sept 2024)
25%
Increase in orders through the Tarquin’s Amazon Store (Sept 2023 vs Sept 2024)
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