DTC + retail coordination · since June 2023

TV-meets-table-tents, in practice.

DTC presence on Speakeasy + paid social timed against Fred Meyer in-store POP. The literal expansion play prospects keep asking about.

DTC + retailBourbonOmnichannel
9.58x Peak 24-day ROAS ↑ on $16K spend / $154K revenue
LIFETIME REVENUE
$941K
since takeover (+129%)
LIFETIME ROAS
5.3x
blended across full engagement
ORDERS GROWTH
+58%
5,636 orders since takeover
CONVERSION LIFT
+109%
1.63% site conversion rate
THE PLAYBOOK

How we coordinate paid media against retail POP

Most spirits brands' paid media and retail merchandising operate on different calendars — and lose half their incremental lift to that mismatch. We took over Heritage's Speakeasy DTC presence in June 2023 and rebuilt the calendar.

Facebook/Instagram flighting now syncs to Heritage's Fred Meyer in-store POP schedule, so digital pressure peaks exactly when shelf displays go up. Layered SOS performance media against an always-on DTC engine on the platform Flaviar later acquired for $100M+ in online beverage-alcohol sales.

Wired attribution end-to-end so every ad dollar maps either to a shipped bottle or a measurable retail sales lift at a named key account. Featured SKU sold out 2,500 bottles in <30 days, inspired a second production run.

The omnichannel system

  1. Digital media flighting calibrated to Heritage's Fred Meyer in-store POP schedule — peak ad pressure when shelves are full and merchandised.
  2. SOS-channel performance layer running underneath the always-on Speakeasy DTC engine for cumulative lift.
  3. Creative variants A/B tested against price-sensitive vs. gift-occasion buyer segments.
  4. End-to-end attribution: every dollar tied to a shipped bottle or retail-side sales lift.

Performance at the peak window

  1. Peak 24-day window: $16,118 spend → $154,487 revenue at 9.58x ROAS, $16.01 CPA.
  2. SOS channel lifetime: $86,216 spend → $458,292 revenue at 5.3x blended ROAS, $28.60 CPA.
  3. Total Speakeasy revenue grew 129% to $941,702 since takeover; 5,636 orders (+58%).
  4. Featured SKU sold out 2,500 bottles in <30 days, inspiring a second production run.