Beverage brand support｜About 600 limited bottles, sold out in one day
Overview
| Item | Detail |
|---|---|
| Industry | Beverage brand |
| Price | About ¥16,000 including tax |
| Result | About 600 limited bottles sold out on launch day |
| Margin | No ads, no marketplaces. Built to maximize margin |
| Sales | Wholesale and owned EC |
| Channels | Owned EC on Shopify. High-fee marketplaces were off the table, so the list stayed in-house |
| Wholesale | The PR story landed. Largest wholesale volume to date |
| Scope | From marketing strategy through execution |
A niche drink, made reachable to people who did not know the category, and sold out on launch day. Sold out was not the only goal. No ad spend. No marketplaces. The design included protecting margin.
Marketing strategy
| Strategy | Detail |
|---|---|
| Who / What | Lock who we speak to, and what we deliver, first |
| How | Let people taste it before launch, then carry those reactions and recommendations into the market |
| Focus | Because the category is niche, deep insight work |
| Channel choice | Wholesale and owned EC. Owned EC on Shopify |
Strategy and execution, both. Who and What, then How. Taste before launch. Put what drinkers actually said into the market. Build the place to buy. Two channels: wholesale and owned EC.
The category was not well known yet. Leading with specs does not create a reason to buy. So we put “what people who drank it actually said” in front, before launch.
What we collected from those tastings was not the maker’s claim. Drinkers’ words. Taste. Whether they would recommend it. When they would want it again. That became the material for the month leading up to launch.
The delivery was story, not a spec loop. Background, the tasting, the voices from it. Released week by week over the month before launch. Even in an unknown category, “here is what people who drank it said” came first. That story was meant for buyers and for wholesale accounts.
No ad spend, so margin would not drop. Demand was built with experience, story, and the list.
Sales channels
Wholesale and owned EC. Maximizing margin was part of the brief, so we skipped high-fee marketplaces and chose Shopify. Keeping the list in-house was another reason.
Marketing tactics
| Tactic | What we did |
|---|---|
| PR | Weekly story drops from one month before launch. For consumers and for wholesale |
| Influencer marketing | Experience and reactions, carried as third-party voices |
| List marketing | Pre-launch signups stored in Shopify, then notified at launch |
| LP | Three main targets, three LPs |
| Owned SNS | Keep the story and tasting voices going on owned channels |
Interest had to run through to purchase. Signup, LP, owned EC. One path.
PR
About one month to launch. Weekly story drops.
What we published: the drink’s background, and what people actually said at tasting events. Taste language, whether they would recommend it, how it changed by how they drank it. Not a spec announcement loop. “How was it for people who tried it,” stacked week by week.
The story was for consumers and for wholesale. Accounts that had been hard to open started hearing the product story and the tasting reality. Wholesale volume hit a record.
Influencer marketing
In a low-awareness category, seller language does not move much. Third-party voices from people who had tasted it, in the market before launch. No ads. The tasting voices did the circulation.
List marketing
Signups before launch, so launch news reached people who already cared. Not the first they hear of it on the day. Collect people more likely to buy, first. Signups stay in Shopify, so the relationship stays in-house after launch too.
LP
Three main targets. Three LPs. Communication matched to each.
Owned SNS
The PR stories and tasting voices also ran on owned SNS. The weekly story does not stop on owned channels. That is the owned contact we keep when there is no ad spend.