Wine
Babe Wine
Reigniting DTC growth for a high-volume wine brand through AI creative and retention engineering.
Overview
The Brand
Babe Wine had built a strong retail and Amazon presence but their DTC channel had plateaued. CAC was rising, repeat purchase rates were low, and their paid media creative had gone stale after years of running the same visual templates.
The Challenge
A plateaued DTC channel with rising CAC and stale creative is one of the most common growth inflection points in CPG. The risk is that cutting spend to protect margin accelerates the decline. The only real solution is to find new creative angles, build a retention engine that reduces dependence on paid acquisition, and get the unit economics to a place where scaling paid media is sustainably profitable again.
Our Approach
How We
Grew Babe Wine
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01AI Creative Testing
We used our AI creative engine to generate and test 220 new ad creative variants across six different positioning angles — summer/occasion, gifting, food pairing, personality/identity, value, and competitive comparison. Within 45 days we had three new winning creative directions that outperformed the brand's historical best-performing ads.
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02Retention Engineering
We audited and rebuilt the entire email and SMS program — segmenting by purchase frequency, wine preference signals, and occasion data. We built 14 distinct automated flows. Repeat purchase rate moved from 18% to 34% within 6 months.
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03DTC Strategy
We rebuilt the Shopify subscription architecture to make case subscription the primary CTA. By leading with subscription economics, we reduced the effective CAC by amortizing acquisition cost across expected LTV rather than single-order revenue.
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04Paid Media Scaling
With new creative and improved retention economics, we rebuilt the Meta campaign structure and scaled spend 3× while maintaining ROAS above target.
Results
