How do you make a vodka brand more relevant to your target audience and build brand engagement beyond the product itself?
We developed a proprietary Esbjærg Vodka merchandise line, launched a Shopify online store, and built a targeted Meta Ads campaign to introduce the collection to a new audience.
For Esbjærg, we developed a collection that includes T-shirts, sweaters, scarves, and caps. The merchandise brings the brand experience to life and gives consumers a new way to connect with Esbjærg.
To facilitate sales, we launched esbjaergshop.com on Shopify. This created a direct path from campaign to product to online store.
From Teaser to Launch
We started with a teaser phase in which we built curiosity without immediately revealing the full range of merchandise. This helped us attract attention and gave the community a sense that something was coming.
This was followed by the release with the message: “You asked, we deliver.” There had been frequent requests from the community for Esbjærg merchandise, and with this launch, we provided a concrete response. The online store went live, and the entire collection became available at once.
To maintain interest after the launch, we supported the campaign with several weeks of giveaways. Each week featured a different item. This way, we kept creating new reasons for people to come back, engage, and explore the collection.
From May through June 2026, we supported the launch with Meta Ads.
The campaign reached 94,997 unique people. Of those, 94.7% were not yet following Esbjærg. This allowed us to increase the brand’s visibility far beyond its existing community.
The Instagram community grew by 15.1%, and the number of clicks to the shop increased by 2,840%. The campaign not only generated visibility but also drove action.
The ads generated 4,392 profile visits at a cost of €0.36 per visit. This resulted in visibility and concrete actions leading to the profile and online store.
The launch of esbjaergshop.com is a great starting point for further brand activation. From the shop, we can continue to develop new merchandise, limited-time drops, collaborations, and promotions that align with Esbjærg and its community. Every new release gives customers another reason to come back, share, and further engage with the brand.
Step by step, the shop is growing into an integral part of the brand experience, with ever-new opportunities to connect reach, engagement, and sales.
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