Zero-proof cocktails that actually taste good? Yep.

Challenge

Christiana and Nic went to ten grocery stores searching for a non-alcoholic beverage with low sugar, no adaptogens, and most importantly, flavor that didn’t remind them of a flat seltzer left too long in the sun.

“Let’s just go home. This doesn’t exist,” Christiana said.

“If we can’t find it, let’s make it,” Nic replied.

And so began Luba Libations’ journey. After crafting four mocktail recipes in her kitchen and scaling them to packaged goods, Christiana reached out to me to help them spread their story.

Strategy

Luba is proudly based in Door County, Wisconsin, a small local community with a huge influx of tourists that visit every year. So we adopted a “win local, then scale” approach. First, we flooded Wisconsin media with Luba’s content to reach local consumers and visitors. Then, as Luba gained popularity online and through community events, we strategically targeted retail locations and buyers that had previously interacted with the brand.

Execution

With a small budget to accomplish big goals, we collaborated with a local creator to develop a campaign that spanned email marketing, paid social, earned media, and OOH ads. Through a targeted paid social campaign that drove to Luba’s online store and featured local retail partners, we built brand awareness and positive perception across an audience of health-conscious, mindful drinkers in the Midwest.

Result

In less than six months, the initial campaign achieved:

• 12.5% average monthly sales growth

• 47K visitors to drinkluba.com

• 1.3K newsletter subscribers

• Regional placements in retailers, including specialized shops and breweries, grocery chain Festival Foods, and arenas like The Resch Center.

Video Credit: Wesley Morgan