House of Rum
Launching a premium alcohol brand in a market dominated by big-name brands
House of Rum is boutique bottler that specialises in an exclusive selection of single-vintage, single cask, cask strength rums.
Eager to diversify their revenue streams, they came to Fluid Marketplaces to launch the brand on Amazon UK.
Amazon Markets
- Amazon UK
The Challenge
In Q4 of 2023, House of Rum embarked on a mission to diversify their revenue streams and tap into the lucrative UK alcohol market on Amazon.
The challenge faced was threefold:
Break Through in a Saturated Market – Despite high search volume for rum-related terms, established brands were dominating the rum category
Build Brand Awareness Quickly – As a new-to-Amazon brand, House of Rum needed to build brand recognition and consumer trust fast to compete with established players
Bridge the Price Gap – With competing brands offering products in the £30-£35 range, House of Rum’s premium positioning of £38-£48 meant overcoming customer hesitation
Services
- Advertising for Amazon
- A+ Content
- Brand Stores
- Brand Analytics
The Solution
We tackled House of Rum’s challenge with a two-pronged approach:
- Build a strong content foundation by optimizing product listings for better visibility against established brands. This included crafting a compelling Brand Story and A+ Content to educate consumers and justify the premium pricing
- Combine Sponsored Product, Sponsored Brand, and Sponsored Display campaigns, along with tactical promotional pricing, to drive targeted visibility and generate conversions while enhancing overall advertising effectiveness.
The Work
Pre Launch Strategy
Before utilizing Sponsored Ads, we:
- Optimized House of Rum’s product listings to adhere to Amazon's best practices and maximise product visibility
- Crafted bespoke A+ Content templates for each ASIN
- Produced a compelling Brand Story to solidify the brand's unique offering and build consumer trust
- Launched a Brand Store that mirrored House of Rum’s ecommerce website
Launch Strategy
Following our pre-launch strategy, we focused on rapidly building brand awareness, capturing market share, and driving cost-effective order growth.
To do so, we used:
- Sponsored Product brand protection campaigns to secure visibility for branded terms such as “House of Rum”
- Sponsored Product keyword campaigns, using our prior keyword and competitor research, later refining our strategy with niche terms to maximise our ad coverage
- Sponsored Product competitor campaigns to leverage competitor traffic to build brand discovery
- Sponsored Brands campaigns to showcase the House of Rum portfolio
- Created Sponsored Brand video ads broadcasting the premium nature of House of Rum’s products
- Sponsored Display remarketing campaigns to bolster product visibility, targeting shoppers who had previously interacted with rum products
The Results
- 170% increase in Ad impressions
- 59.3% decrease in average CPC
- TACoS improved from 33% to 28%
- 344% increase in page views from month one to month two
House of Rum’s Amazon campaign achieved outstanding results, establishing House of Rum as a premium player in the competitive UK spirits market, with a strong emphasis on cost-effective growth and brand awareness.
Maintaining a TACoS of 24.12%, their “Aged Rum” impression share skyrocketed from 14% to 48%, while “Premium Rum” impression rank catapulted from #16 to #3, making them a top contender in this space.
The campaign was so successful that it was shortlisted for the New Brand Architect Award at the 2024 Amazon Ads Partner Awards.
Our work
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