The Portfolio
Online liquor is one of the most competitive categories in e-commerce advertising, and it's where we do our best work. These are five online liquor stores we grow today, each with its own full case study:
| Store | With us since | Revenue from our ads | Case study |
|---|---|---|---|
| The Barrel Tap | October 2020 | $19.8M | Read it |
| Whiskey Caviar | January 2025 | $18.9M | Read it |
| Liquor Stars | July 2021 | $15.4M | Read it |
| The Liquor Barn | February 2026 | $3.64M | Read it |
| Liquor Royale | March 2025 (launch) | $2.26M | Read it |
Together: $59.9 million in revenue on $8.49 million in ad spend, a combined 7.1x return on ad spend, across more than 130,000 orders.
The Challenge
Online spirits retail is one of the most demanding verticals in paid advertising:
- Regulatory complexity. Alcohol advertising faces strict policies on Google, Microsoft and Meta. Disapprovals and policy changes need hands-on management.
- Massive catalogs. Each store carries thousands of products across bourbon, whiskey, tequila, wine and specialty spirits. Shopping and Performance Max have to handle that scale.
- Intense competition. National players with far bigger budgets bid on the same bottles.
- Seasonal demand spikes. Holidays and allocated releases like Pappy Van Winkle drive huge swings that need agile budgets.
- Shipping restrictions. Not every state allows alcohol shipping, so targeting has to follow the law and the inventory.
Our Approach
A Structure Built for Liquor
- Brand Search to capture branded searches at maximum efficiency
- Hero-bottle campaigns that give allocated bourbon and premium tequila their own budgets
- Category Performance Max and Shopping split by category, price tier and performance
- Category Search for "buy bourbon online" and similar buying intent
- Microsoft Ads for an often-overlooked, higher-income audience
- Meta Ads where it fits the store, including the AI video ads we produced for Liquor Royale
Daily Optimization via Ad Campaign Concierge™
Every account gets daily attention through our proprietary system:
- Search-term analysis and negative keywords to stop wasted spend
- Product-level return monitoring in Shopping, scaling winners and pausing losers
- Budgets planned around the liquor calendar, with the biggest push from October through December
The Results
- $59.9 million in revenue from our ads
- $8.49 million in ad spend
- 7.1x combined return on ad spend
- More than 130,000 orders
- Two stores past $1 million in ad revenue in a single December: The Barrel Tap at $1.15M and Whiskey Caviar at $4.15M in December 2025
Each store gets its own strategy, not a template. That's why a brand-new store like Liquor Royale and a six-year partner like The Barrel Tap can both grow in the same year.
About These Campaigns
These accounts are managed daily through Ad Campaign Concierge™, our proprietary optimization system for high-volume e-commerce advertising.
Industry: E-Commerce: Wine & Spirits Platforms: Google Ads, Microsoft Ads, Meta Ads Portfolio Duration: 2020 to present (ongoing)
Revenue is conversion value as reported by the ad platforms, as published in each store's case study.