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How Liquorland turned the seasonal peak into an in-store moment for craft beer, driving 32K incremental units with Retail Audio.
98K
Incremental Sales
32K
Incremental Units Sold
3.70%
Incremental Sales
*Uplift was measured using a Difference-in-Difference (DiD) approach, comparing average sales during the campaign to a 4-week pre-campaign baseline and to control stores not exposed to audio ads.
Liquorland wanted to create a dedicated in-store calendar moment around craft beer, driving category-wide sales growth and giving participating brands a measurable return on their investment in audio.
Beer sales surge through summer, but as the season winds down, shoppers start reaching for different drinks. At the same time, many craft brewers want to become a go-to option for shoppers but find it hard to compete with the bigger, more familiar brands. The challenge was to hold on to that summer beer momentum and give craft beer a moment to shine.
The solution was the creation of Craft Beer Month, a new in-store calendar event. Each audio ad opened with a Craft Beer Month message, then featured two participating brands. The shared format gave smaller craft brands a cost-effective way to advertise in-store and get into shoppers’ consideration set. And every ad was targeted to the full craft beer range, putting it in front of the shoppers most likely to buy.
