Case Study: Drinks Gifting

From Retail Presence to Amazon Powerhouse:

Scaling a Leading Gifting Brand to Category Domination

The Challenge: Untapped Potential in a Critical Channel 

Our client, a leading force in alcohol gifting, holds licensing rights for some of the world’s most iconic beverage brands. Despite a commanding retail footprint, their Amazon channel was underperforming — constrained by limited platform knowledge, seasonal complexities, and operational blind spots.

Amazon, with its fast-paced algorithms and dynamic demand shifts, posed a particular challenge in the gifting category. With high seasonality and intense competition around key events like Christmas, Mother’s Day, and Father’s Day, success on the platform demanded more than just presence — it required precision, adaptability, and platform fluency.

The Strategy: Data-Driven, Creative, and Built for Scale

To unlock Amazon growth, Push-Pull implemented a full-funnel strategy grounded in three pillars:

  1. Market and Consumer Insight-Driven Planning

    We mapped the competitive landscape by analysing:

    • Market size and share
    • Competitor activity
    • Price banding and positioning
    • Emerging consumer search behaviours

    This allowed us to identify not only gaps in the current product mix but also opportunities
    for high-converting new launches.

  2. End-to-End Listing Excellence

    Each existing product was rebuilt from the ground up:

    • SEO-optimised product titles, bullets, and backend keywords
    • High-conversion copy tailored to shopper psychology
    • Bespoke in-house photography and design
    • Engaging A+ Content to enhance brand trust and visual appeal

    New products were launched using the same best-practice infrastructure — accelerating
    time-to-visibility and conversion.

  3. Always-On Performance Optimisation

    Push-Pull deployed a dynamic SEO and Amazon Ads strategy that evolves with the gifting calendar. We continually: 

    • Optimised for high-volume, high-intent seasonal terms (e.g. gifts for her, gin gift set, BBQ sauce gift) 
    • Launched campaigns aligned to peak retail moments and customer trends 
    • Created bespoke Amazon-exclusive bundles to boost perceived value and margin for both the brand and Amazon 

 The Results: Compounded Growth, Category Leadership

Over the past 6 years, our partnership has transformed the client’s Amazon presence into a strategic growth engine:

  1. Year 1: +900% YoY revenue growth
  2. Year 2: +264% incremental growth
  3. Today: Over 70+ SKUs live, with continued performance optimisation

Strategic Milestones

  • Dominant player in the BWS (Beer, Wine & Spirits) gift niche, with category-best sellers across Gin, Vodka, Rum, and Whisky
  • Top-ranked for high-volume generic terms like gifts for her, alcohol gifts, and food gift sets
  • New product launches in the BBQ Sauce and Hot Sauce gift categories now hold Amazon’s #1 Best Seller badges
  • Exclusive packs developed for Amazon now drive customer value and healthier margins for both Amazon and Beam
  • Ongoing EU expansion, with full support across duty compliance, fulfilment logistics, and operational scaling

Testimonial

“When we first launched on Amazon, we had several operational and knowledge gap challenges. Ben and the Push-Pull team provide amazing insight on how to best work with Amazon and develop new products to expand our range. They have been crucial in growing our Amazon business to becoming a key account within our organisation.”

- Sales Director