Insight
When the business first explored digital advertising, it faced a structural complexity uncommon in standard eCommerce.
Revenue was not driven by a single channel, but by a combination of in-person experiences, direct-to-consumer sales, and repeat purchasing behaviour. Each required a different approach, and it was initially unclear where advertising should focus.
This created a core ambiguity.
Should campaigns prioritise venue visits, online purchases, or long-term customer value?
Early testing revealed that these were not competing objectives, but interconnected stages within a broader customer journey. Customers often discovered the brand digitally, engaged with it over time, and converted either online or in person.
At the same time, positioning proved critical.
In a saturated wine market, generic messaging failed to resonate. The breakthrough came from emphasising authenticity and local Californian production, which aligned strongly with customer expectations and purchasing motivations.
This reframed the problem:
Growth would not come from a single objective, but from aligning multiple revenue streams into one cohesive system.
Execution
We developed a multi-channel acquisition and retention strategy, combining demand generation with demand capture.
Meta Ads were used to introduce the brand and shape perception — focusing on storytelling, local production, and the experience behind the product. This created awareness and emotional connection, particularly among new audiences.
In parallel, Google Ads captured high-intent demand — targeting users actively searching for wines, vineyards, and related experiences, ensuring efficient conversion.
This created a complementary system:
- Meta → awareness, engagement, brand building
- Google → intent capture, transactional conversion
As campaigns evolved, messaging was refined around the most effective positioning — locally produced Californian wine, which consistently outperformed broader narratives.
To further strengthen the commercial model, we introduced a subscription layer.
This allowed the business to move beyond one-off purchases, creating a recurring revenue stream and increasing average order value. Campaigns were adapted to promote both immediate purchases and long-term engagement, guiding users toward subscription over time.
Results
The integrated strategy delivered both scale and long-term value.
- 5,000+ paying wine delivery subscribers generated
- 22× lifetime ROAS achieved
- Industry-leading conversion rates across US wineries
More importantly, the business evolved into a unified growth system — where digital discovery, online purchases, and in-person experiences worked together to drive sustained revenue.
The introduction of subscription significantly increased customer lifetime value, creating a more predictable and scalable foundation for growth.