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September 10, 2024

Have A Day: A Case Study on a Successful RTD Launch

Have A Day: A Case Study on a Successful RTD Launch
Have A Day: A Case Study on a Successful RTD Launch

As the holidays approach, expect an influx of gift purchases across the next few months — an annual event that’ll only be heightened by the post-COVID e-commerce shopping boom.

Even more so, broader delays in global supply chains are trickling down to affect availability and shipping for e-commerce brands across all segments. Our recommendation? Beat this year’s slowdown by getting a head start on your seasonal campaigns, promotions, and more. 

We’ve laid out four steps below that every alcohol brand should take to beat the annual gift rush, while also maximizing the profitability and potential of this concentrated shopping period. 

Step One: Time Blocking

First, you can start building out a major messaging campaign by looking ahead on your calendar and selecting key dates to lay out a time frame from early November up until Christmas.

Specifically, we recommend blocking out three primary phases for your campaign delivery.

Pre-Black Friday

By pushing messaging campaigns out as early as mid-November, you’re gearing folks up for the holiday season around the corner, as well as letting potential buyers know to keep an eye out for a promotion in the works. 

More importantly, you’re setting your brand up to start the season on a strong note — and to not get caught unprepared by the sudden arrival of Thanksgiving crunchtime. 

Thanksgiving & Late November

From Thanksgiving onward, particularly that first weekend including Black Friday, you’ll want to host and advertise some kind of actionable event, i.e. a special release or promotional discount, to jumpstart customers into their seasonal shopping cycles. 

Cutoffs for Christmas

Finally, you’ll want to round out the season by selecting a cutoff date for placing new orders. 

Seven to 10 days before December 25th is a safe bet for buyers to receive a bottle at their door by Christmas Day, and reminders should be sent out in the days leading up to this cutoff. 

In terms of the broader time crunch that’s anticipated due to global supply chain slowdowns, you should emphasize the convenience of purchasing from a domestic brand paired with the reliability that you offer for a timely, safe delivery of your product.

Step Two: Spice Up Your Specials

Once you’ve laid the initial groundwork, it’s time to elevate your campaign by crafting it into something creative and exciting for the spirit of the season. 

In other words, your buyer’s inbox may be flooded by holiday deals, but you can capture their attention and help them recognize the thoughtfulness through your core brand messaging.

For instance, Far North Spirits is offering a holiday two-pack for drinks that’ll warm you up in the colder months. Imagine a whiskey, rye, or bourbon for your spicy cocktail or mulled wine. 

Ultimately, you’re working with the inventory you have and considering which themed products can play into people’s holiday spirit — even better if it’s in a bundle to boost your AOV. 

On the other hand, this period offers a practical opportunity to look back at the year’s releases and offload any remaining inventory through a unique discount or exclusive holiday promo. 

Step Three: Ramp Up Your Promotion Game

Next, consider the tactical logistics of your promotions. After all, it can be tricky to time promo launches, depending on whether your customer pool skews toward early or late gift grabbers. 

There are two general approaches you can take: 1) offering enticing deals early on to preempt other sales or 2) holding off until late in the buyer’s window to pull the trigger on your promo. 

The former can snag early shoppers, or at least convince late shoppers to try an early purchase, but could also lose its appeal by mid-December when fresher deals are dropping every day. 

The latter can appeal to buyers who play the long game and wait it out for the most optimal deal, but can still ultimately result in you losing out on early or average shoppers. 

Ultimately, there’s no gold-standard method and you’ll need to use your judgement depending on what aligns with your brand’s target demographic, metric goalposts, and even inventory

For instance, returning to your campaign calendar, you can skew discounts away from marking down products and toward offering cheaper, faster shipping as Christmas creeps closer. 

Step Four: Email Marketing On Deck

As we pointed out in our advice for email marketing, setting up your email flow so your comms can run seamlessly is a simple yet essential step of the process that’s easily overlooked. 

We recommend starting with a quick info sweep: pull last year’s seasonal purchase data and make sure that customer cohort is consistently re-engaged early on. 

In turn, your team won’t be stressed out and frantically attempt to piece together the perfect layout in MailChimp just a few days before Thanksgiving — which circles back to our larger point: the holidays are a time of year with promise of high ROI for your alcohol brand. 

You can utilize this opportunity to the max by planning thoroughly and creatively, not stressfully executing a last minute, makeshift campaign. 

If your brand has these moving parts staged within the first weeks of November, you should be ready to hook the earliest seasonal shoppers and take full advantage of the holiday rush.

Sit Back and Enjoy the Holidays! 

Once you’ve got these steps locked in — a killer campaign calendar, creative promos, and ready-to-launch email marketing — you’ll be the one leading the holiday rush, not falling behind. 

Whether your user base is composed of individuals shopping for friends and family or corporate customers with high-volume needs, Accelpay is the platform of choice for your alcohol brand. 

To get access to our instant storefront setup and stress-free bulk ordering, get started here.

Introduction

The ready-to-drink (RTD) beverage market has seen explosive growth in recent years, and the launch of "Have A Day" by Bob Does Sports in collaboration with Pink Reef is a prime example of leveraging influencer marketing to create a successful product. This blog will explore the journey of "Have A Day," from its inception to its remarkable sales performance, and the strategies that made it a hit.

The Collaboration

"Have A Day" is a premium tequila-based RTD cocktail created by Bob Does Sports, a group of popular influencers with millions of followers across multiple social media platforms, and Pink Reef, an established beverage brand. The partnership aimed to combine the engaging content and loyal fanbase of Bob Does Sports with Pink Reef’s expertise in crafting high-quality tequila cocktails.

Product Launch

The product was launched as a single-SKU offering, available in two flavors: Georgia Peach and Watermelon Wave. It was sold in packs of 16 or 24 cans. The launch strategy heavily relied on the social media presence of Bob Does Sports, utilizing platforms like YouTube and Instagram to generate buzz and anticipation.

Marketing Strategy

Bob Does Sports effectively used thier catchphrase "Have A Day" to brand the product, creating a sense of familiarity and excitement among their followers. The marketing campaign included:

  • Teaser Videos: Short clips on YouTube and Instagram to build anticipation.
  • Influencer Endorsements: Posts and stories from the Bob Does Sports team showcasing the product.
  • Engagement with Fans: Interactive content, including Q&A sessions and live tastings.

Sales Performance

The launch was a resounding success. In the first 30 minutes, "Have A Day" averaged $1,000 in sales per minute. Over the first 24 hours, the product generated over $150,000 in sales, selling out the initial batch.

Key Success Factors

Several factors contributed to the success of "Have A Day":

  1. Influencer Power: Leveraging the large and engaged audience of Bob Does Sports played a crucial role in driving initial sales.
  2. Quality Product: Partnering with Pink Reef ensured that the product met high standards of taste and quality.
  3. Effective Marketing: The use of social media to create hype and engage with fans was instrumental in the product's rapid sell-out.
  4. Brand Alignment: The product's branding resonated well with the existing fanbase of Bob Does Sports, creating a seamless integration.

Conclusion

The launch of "Have A Day" demonstrates the power of influencer marketing in the beverage industry. By combining a strong brand, quality product, and effective marketing strategy, Bob Does Sports and Pink Reef created a successful RTD cocktail that resonated with consumers and achieved impressive sales figures.

For more information, visit Have A Day and follow Bob Does Sports on YouTube.

References

Note: Images are for illustrative purposes and should be sourced from the official Have A Day website or social media channels.

Sources [1] Spirits: New RTD Cocktail Releases From OTR, Dogfish Head, Jim ... https://www.bevnet.com/news/2024/spirits-new-rtd-cocktail-releases-from-otr-dogfish-head-jim-beam-more/ [2] Have a Day Premium Tequila Cocktails – DrinkChido https://drinkchido.com/pages/have-a-day-premium-tequila-cocktails [3] Chido | Permanent Vacation in a Can. – DrinkChido https://drinkchido.com [4] RTD launches new pricing feature on Next Ride - RTD-Denver https://www.rtd-denver.com/community/news/rtd-launches-new-pricing-feature-on-next-ride [5] About Us - Drink Have A Day https://drinkhaveaday.com/pages/about-us [6] Chido Tequila Cocktails Variety Pack - ABC Fine Wine & Spirits https://www.abcfws.com/chido-tequila-cocktails-variety-pack/322486 [7] RTD set to launch systemwide lower fares Jan. 1 - RTD-Denver https://www.rtd-denver.com/community/news/rtd-set-to-launch-systemwide-lower-fares-jan-1 [8] Bob Does Sports cracks a cold one with new "Have a Day" tequila line https://www.tubefilter.com/2024/05/03/bob-does-sports-have-a-day-tequila/ [9] Chido Variety Pack | Total Wine & More https://www.totalwine.com/spirits/ready-to-drink/chido-variety-pack/p/243415355 [10] Diageo steers Captain Morgan further into RTD with cocktail launch https://www.fooddive.com/news/diageo-steers-captain-morgan-sliced-rtd-cocktails-launch-malt-beverages/708144/ [11] Bob Does Sports team releases Have a Day tequila drink and is ... https://www.reddit.com/r/golf/comments/1chuug9/bob_does_sports_team_releases_have_a_day_tequila/ [12] Chido Tequila Seltzer Canned Cocktail Variety 8 Pack https://thewiseolddog.com/products/chido-tequila-seltzer-canned-cocktail-variety-8-pack [13] New Simply Spiked Limeade To Hit Shelves In 2024 - RTD Magazine https://rtdmagazine.com/blogs/rtd-cocktail-news/simply-spiked-limeade [14] WE LAUNCHED OUR OWN DRINK! - YouTube https://www.youtube.com/watch?v=RzvHSPRtQ9I [15] Chido Pink Paloma Cocktail | Total Wine & More https://www.totalwine.com/spirits/ready-to-drink/tequila-cocktails/chido-pink-paloma-cocktail/p/235756355

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Braxton Freeman

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