According to figures released today, consumers hunting for the perfect gin & tonic are increasingly starting on Amazon, with other information revealing that challenger food and drink brands are finding huge success on the online marketplace.
Blood Monkey Irish Gin
According to analysis from Amazon specialist agency Melody, Blood Monkey Irish Gin launched on the site in September 2020, and within nine months it now enjoys the position of second highest selling Irish Gin on Amazon UK.
Jason Kidd, founder at Blood Monkey, commented, "Amazon offers an incredible opportunity for challenger brands. You don’t have to worry about getting supermarket shelf space to get in front of consumers, and the right investment yields amazing results."
Consumers wishing to add an olive or two to their G&T can turn to snack brand Olly’s, which has seen its return on advertising spend on the retail site soar by more than 964%.
Sam Hiscocks, co-founder and head of marketing & e-commerce at Olly’s, added, "We worked with Melody to identify all the ways to make a success of selling our range of olives, nuts and pretzels on Amazon, from advertising on the market leader’s pages to creating rich content on our own page that ensured potential customers knew what they were getting and what our brand stood for."
Peter Martin, managing director of Melody, concludes: "Amazon has become the go-to choice for challenger brands. Amazon enables them to not only reach millions of consumers, both in the UK and beyond, but it facilitates this without the need for costly infrastructure investment."
© 2021 Checkout Ireland – your source for the latest industry news. Article by Conor Farrelly. Click subscribe to sign up for the Checkout Ireland print edition.