Case Study One — Deveney

Overview

In 2020, Brian Miller founded Seir Hill to lead a revolution and create a new, better way to enjoy spirits without the alcohol.

Seir Hill approached us for help planning a year-long campaign for their brand, launching in January 2023 and finishing that December.

"Seir Hill screams American, from the logo's roots in American cattle farming to its typography choices direct from Texas and the Colt muscle car."

Through a variety of online marketing techniques, we aimed to drive traffic + purchases to the Seir Hill website, spread awareness and engagement with the company’s brand, and create a positive perception of Seir Hill products.

Process

We started by analyzing the brand's existing digital presence. Seir Hill’s website links to 5 platforms, but only Instagram and Facebook have been active in the last 3 months, and the YouTube link is broken. Instagram has the most followers (1,327), but very low engagement, and the Facebook and Instagram feeds are identical, despite differing demographics. One place Seir Hill does shine is in its website and email communications: after signing up for emails, customers receive a coupon code, and occasional modest promotional emails.

In 2021, the volume of no- or low-alcohol beverages grew by 31 percent year-over-year, according to a 2022 report by IWSR. The non-alcoholic market in the U.S. accounts for over $414 million in sales, and the market is expected to expand by over 5% per year from 2021 to 2026.

During the COVID-19 pandemic, the NA spirits industry exploded in popularity, leading to a major increase in sales and an expansion of the market. People became drawn to healthier alternatives, leading to sharp market growth.

Outcome

We identified four major players in the NA spirits industry: Monday, Seedlip, Three Spirit, and Ritual Zero Proof. Monday and Seedlip are more oriented towards health-conscious, mature drinkers, while Three Spirit and Ritual are targeted more towards a younger, down-to-earth, alternative audience.

We’ve chosen to spend using elements of both a steady flighting plan and a ramp up strategy, ranging from traditional spends on Facebook and Instagram, along with Reddit, YouTube, and Fitbit.