Work

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:

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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:

1 Break Through in a Saturated Market

Despite high search volume for rum-related terms, established brands were dominating the rum category

2 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

3 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

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

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.

"Launching on Amazon as a new brand, we needed to build brand recognition quickly in a market where consumer trust takes time. Fluid Marketplaces delivered. Their strategic approach to Amazon content, including a compelling Brand Story and A+ Content, created an instant emotional connection with our audience. Within weeks, we saw a significant boost in brand awareness, which directly led to increased sales and positive reviews."