FitVine Wine Case Study, Health-Conscious Wine Marketing
Where Wellness Meets Wine
Driving Health Conscious Wine Sales through
E-commerce and Grocery Retailers
Challenge
- Fitvine Wine had begun to saturate its core audience and was experiencing declining performance in its paid media program.
- Spark Growth was asked to develop a strategy to improve performance and identify approaches and channels to drive continued growth
Goals
- Drive sales through grocery retailers and e-commerce
- Increase brand awareness
Our Approach
- Identified new audiences, targeting methods, creatives, and messaging to gain exposure and convert target consumers outside the existing saturated audience
- Launched ad campaigns on Meta and Google Search
The Actions
Ads to Increase In-Store Sales
Launched, managed and optimized ads to drive in-store sales at retailers across the country, including Whole Foods, Kroger’s, and Central Market.
Search Engine Marketing
Launched an SEM program to capitalize on health-conscious wine-related searches and develop another high-performing advertising channel for e-commerce sales.
The Results
Millions in Revenue
Facebook paid media became the sole social channel being used to successfully drive millions in monthly revenue through the retail channel
80%↑
Higher e-commerce Return on Ad Spend (RoAS) than prior campaigns by identifying and nurturing new core audiences
3.5x
Return on ad spend after expanding branded and unbranded eCommerce search campaigns and maximizing impression share
Frequently asked questions
How do you market a wine or alcohol brand online?
Alcohol is a restricted category, so compliant creative and targeting come first. For FitVine we leaned on a health-conscious positioning to reach the right buyers across Meta and Google Search without tripping platform policies.
How do you grow a better-for-you food or beverage brand?
Better-for-you brands win by reaching new health-conscious audiences with the right story, which is the core of our healthy food and beverage marketing. For FitVine, that meant finding fresh audiences beyond its saturated core and scaling both retail and e-commerce, lifting e-commerce return on ad spend 80 percent over prior campaigns and delivering a 3.5x return on search.
Can digital ads drive in-store retail sales, not just e-commerce?
Yes. For FitVine, Facebook paid media drove millions in monthly revenue through the retail channel, lifting in-store sales at national grocers like Whole Foods, Kroger, and Central Market while direct e-commerce grew alongside it.
What kind of return can paid media deliver for a beverage brand?
For FitVine, e-commerce return on ad spend rose 80 percent over prior campaigns and Google Search delivered a 3.5x return on ad spend, on top of millions in monthly retail revenue from paid social.