Southern Glazer’s Wine & Spirits has formed a new affiliated company, DRAM Agency, to provide digital marketing consulting and services to wine and spirits suppliers.
DRAM stands for the Digital Revolution of Alcohol Marketing. The DRAM Agency is a centralized resource for Southern Glazer’s strategic suppliers to access digital tools and solutions, data and education around eCommerce, the company says.
Over the course of 2021, DRAM Agency has been working with Southern Glazer’s suppliers of all sizes to provide access to platforms and equip them with tools and information meant to maximize media effectiveness. The agency has already executed digital marketing campaigns for nearly 200 brands representing over 60 suppliers, the company says.
DRAM Agency is also vetting new and emerging platforms and creating pathways to test and learn.
“With this new agency service, Southern Glazer’s can provide industry-leading data and analytics, as well as media buying power to increase the efficacy of suppliers’ digital strategies and improve share of shelf across digital platforms,” says Nathan Mansperger, Vice President, B2C eCommerce, Southern Glazer’s. “Whether a supplier is at the beginning of their eCommerce journey or looking to take it to the next level, DRAM Agency is equipped and ready to ensure wine and spirits brands are in the best position to maximize return on investments across digital channels and platforms.”
Working as a dedicated resource or as a complement to an existing supplier digital marketing team, DRAM Agency can assist with 4th-tier activation strategies such as online display advertising, digital out of home advertising, optimizing online content, and how to leverage other new eCommerce technologies to drive traffic and conversion for brands online, the company says.
“Southern Glazer’s has invested significantly in the digital marketing space by bringing in the best available talent and curating innovative eCommerce partnerships to create the strongest capability in the industry,” says David Chaplin, Chief Growth Officer, Southern Glazer’s. “The new DRAM Agency brings a distinctive service offering to our suppliers to ensure they win at the digital point of purchase and grow sales and market share across e-retail channels.”