In March, Liquor Marketing Group (LMG) ran its most successful brand campaign ever, leading to a sales lift of 9 per cent when compared to last year.
At a category level, this equated to sales of beer lifting by 7 per cent, wine by 9 per cent, spirits by 11 per cent and the biggest lift in RTDs which grew by 17 per cent.
Damien Page, General Manager – Merchandising and Marketing for LMG said, ““The results have been fantastic – it’s the most successful brand campaign we have ever run. We are especially pleased with the online engagement.”
Indeed, online engagement at LMG hit an all-time high with eCommerce sales up by 67 per cent for the promotional period, compared to the same time last year.
The Brand In Hand activation coincided with the commencements of the NRL and AFL football seasons, and was intended to drive sales as well as shopper engagement with the Bottlemart and SipnSave brands.
The mechanism was for consumers to spend $60 or more to receive a branded stubby cooler and a QR code to win a range of at-home entertainment prizes.
LMG say that the promotion let to a significant increase in consumer spend per transaction and that 88% of all retailer reported sales growth during this period attributed to transactions above $60.
Mr Page said: “Sport has always been in the wheelhouse for Bottlemart and SipnSave, so there was a clear opportunity to develop a strong consumer activation linked to this occasion that was supported with compelling marketing, catalogues and upweighted digital platforms.”
