All work
Mirari Gin · Craft gin & distillery experiences · Paid Social · Since 2020
3,000 bookings for an experience that didn't sell online before.
3,000+experience bookings since 2024
R3.4Mbooking revenue
6 yearsworking together
Mirari Gin · Craft gin & distillery experiences · Paid Social · Since 2020
The Challenge
Mirari's distillery experience is the kind of thing guests tell their friends about. That was also the constraint: discovery ran on word of mouth, and the experience had never really been sold online.
The gin sells in bottles. The visit needed a funnel of its own.
The Approach
Paid social put the tasting-room experience in front of the right audiences and built a clean path from ad to booked seat.
Product campaigns for the gin itself run alongside, so the brand sells both the bottle and the visit.
The Results
Since 2024 the experience has taken more than 3,000 bookings worth R3.4M, sold online, from what was previously a word-of-mouth product.
“Alphabet didn't just grow our online sales. When we moved our distillery in 2023, one of our goals was to grow our distillery experiences into a much bigger part of the business. They understood that vision and helped us build the awareness and momentum around it. Today, our experiences are a key part of the business. They look at the whole picture, not just the next campaign.”
Glow Theory — +61% growth in month four, and still accelerating.
