Dingle Distillery
Cask Programme
Dingle Distillery sought to achieve an ambitious goal: drive high-value cask sales through its exclusive Descendants Program, targeting a niche, affluent audience of whiskey enthusiasts and collectors. With a limited budget of €6,000 over six months, the campaign needed to maximize its impact while conveying the premium craftsmanship, heritage, and exclusivity of the Dingle brand.
The objective was clear yet complex—secure the sale of at least four casks, each priced at €12,000, while competing in a highly discerning market segment. Success required precision targeting, compelling storytelling, and a data-driven digital strategy capable of achieving measurable ROI on a modest investment.
The Challenge
Our Approach
We implemented a data-driven, multi-channel digital strategy designed to maximize impact and ROI:
Audience Targeting: Identified and targeted affluent whiskey enthusiasts, collectors, and connoisseurs across social and digital platforms using refined segmentation.
Messaging: Crafted compelling content that emphasized the exclusivity, craftsmanship, and legacy of owning a Dingle whiskey cask.
Creative Assets: Produced visually stunning ads and storytelling narratives that showcased the rich heritage of Dingle Distillery and the unique value of the Descendants Program.
Optimization: Continuously monitored campaign performance, reallocating budget to top-performing ads and optimizing creative to maximize conversions.
Results
Casks Sold: Over 8 casks sold, doubling the initial target of 4, each starting at €12,000 with an additional €7,000 in bottling costs.
Total Revenue Generated: €152,000+
Media Spend: €6,000
Return on Ad Spend (ROAS): 25.3x (€152,000 / €6,000)
Engagement: Significant increase in inquiries and engagement from high-value prospects, leading to additional long-term customer relationships.
The Impact
Over six months, the Descendants Program not only doubled its initial target of 4 casks but achieved remarkable success, delivering over €152,000 in revenue from a modest €6,000 media spend, resulting in a 25.3x ROAS. This campaign exceeded sales goals while solidifying Dingle Distillery’s reputation as a premium, sought-after whiskey brand.
The program’s success highlights the effectiveness of a targeted, data-driven approach in reaching niche audiences and driving high-value conversions.