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 would become global brands recognised and respected around the world.
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.
Initially, our team worked closely with the client to ensure we understood the vision, aspirations, appetite and ambition of the brand. All Visualsoft in-house marketing departments worked collaboratively to produce a three month marketing strategy focused around seasonal campaigns.
The client’s new flavoured liqueurs were key to Q3 so we had to ensure we generated a huge wave of excitement and awareness around the products. 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 our marketing teams created content, ads and imagery to appeal to the audiences identified. We produced a series of emails to their database to create awareness of the new products and drive sales, and included an exclusive launch for their founding members only, then a week later we launched to the wider audience.
Our SEO and CRO teams worked collaboratively with the client to ensure the products were easy to find once on site, overhauling the category pages and site navigation. 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 created targeted ads utilising content and graphics from other channels to ensure a cohesive message was portrayed throughout the online journey.
We launched our first campaign for the client in October 2017, 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.
The recent launch of Crowdcube also resulted in The Lakes Distillery exceeding their £1million target in just four days.