Lark Distilling appoints Alley Group for performance marketing

Lark Distilling Co has appointed Alley Group for performance marketing to drive its e-commerce.

The announcement:

Performance agency Alley Group have been appointed by ASX-listed Lark Distilling Co to manage digital marketing, as the whisky brand expands its eCommerce presence.

The award-winning, premium Tasmanian whisky brand, has a market capitalisation of approximately $268 million. In October it acquired the iconic Pontville Estate and Distillery, making its third working distillery in the state and is now projected to have an annual production capacity of in excess of 1.3 million litres.

Alley, which were appointed following a competitive pitch, will manage performance marketing for Lark, including Facebook, Google and YouTube, as part of its strategy to grow the direct-to-consumer channel locally and internationally.

Clayton Anderson, head of eCommerce and brand communications from Lark Distilling Co said: “eCommerce is a key growth strategy for us and we require an agency with the experience to help realise our ambitious plans. The team at Alley demonstrated clear strategic insights and an understanding of how best to utilise performance media channels to build our direct-to-consumer business and we look forward to working with them.”

Nick Lavidge, CEO of Alley added: “As a premium brand, Lark’s range of whiskies and spirits have attracted a strong and loyal following. As they expand operations, we will use our digital expertise to bring their products and experiences to new customers both online and in-store.”

In October Alley was acquired by Australia’s largest independent media agency Nunn Media. With offices in Sydney and Los Angeles, Alley works with some of the most advanced digital brands in Australia and the USA, including Youfoodz, Tinder, and Netgear. It has leading capabilities in search, social, programmatic, e-commerce and digital creative.

Source: Tag PR media release


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