The Lakes Distillery is an award winning manufacturer of premium handcrafted spirits based in the heart of the Cumbrian Lake District. Following a £9m investment and three years in development, The Lakes Distillery opened in December 2014 in the Lake District National Park with the vision of producing world class spirits that will be global brands recognised and respected around the world.

The Objective

The client's main objective was to successfully launch new products to new audiences. This included the launch of new flavoured Gins, Christmas Baubles and awareness-building for a crowdfunding initiative.

The Approach

From the first month of Immersion and Discovery within our strategy service phase, the team worked closely with the client to ensure we understood the vision, aspirations, appetite and ambition of the brand. We were confident in the partnership from the outset, The Lakes Distillery had clear direction and we were excited to work together to achieve success.

All Visualsoft in-house marketing departments worked collaboratively to produce a three month marketing strategy focused around seasonal campaigns. The launch of the new flavoured Gins and Christmas Baubles formed an integral part of this strategy.

The team had a target of £200K to hit on products alone which meant a 110% increase YoY. The only way to achieve this was to ensure a holistic marketing approach and to work closely with The Lakes Distillery to meet tight deadlines. The client's new flavoured liqueurs were key to Q3 - they had five flavours to release which appealed to a large portion of their target audience, so we had to ensure we generated a huge wave of excitement and awareness around the products.

The baubles were a key product launch for The Lakes Distillery, and we knew we had to act fast to promote the products to the target audience with a limited time to do so as they were a seasonal product. We assisted with the pre launch of the products, and displayed these on site as ‘pre-order' items, enabling us to capitalise on sales and generate excitement ahead of the products arriving in stock.

Using targeted audience insights and the client's brand personas, our marketing teams created content, ads and imagery to appeal to the audiences identified. We produced a series of emails, alongside the client, to their database to create awareness of the new products and drive sales. The series included an exclusive launch for their founding members only, then a week later launch to the wider audience.

Our SEO and CRO teams worked collaboratively with the The Lakes Distillery to ensure the products were easy to find once on site, overhauling the category pages and the site navigation. As a result, conversion rate following these changes increased from 2.43% to 3.02%. Our PPC and Affiliate Marketing teams then worked together to drive visits to the site, focusing on new customer acquisition, using content affiliates to expose The Lakes Distillery to a new customer base.

We also delivered social media consultancy and our experts assisted with the creation of targeted ads - utilising content and graphics from other channels to ensure a cohesive message was portrayed at all touch points of the online journey.

As we passed into Q4, all hands were on deck and in the first week of October we launched our first campaign for the client. Shortly after launch The Lakes Distillery's Baubles went viral via the LadBible on Facebook and soon, other publishers were hot on the tails to cover the story, offering huge coverage for both the brand and products.

Things have gone from strength to strength for the client with the recent launch of Crowdcube which resulted in The Lakes Distillery exceeding their £1million target in just four days.

“We are putting online activity at the heart of our business model, it gives us global scale. We have massive ambitions the future of the English whisky market, and we need partners like Visualsoft that will enable us to deliver that vision.”
Karen Ripley, Head of Ecommerce at The Lakes Distillery

The Results (Results are based on Oct 2016 vs Oct 2017):

increase in revenue
increase in online traffic
increase in transactions

Our Work