Tequila brand* uses shopper choice to drive awareness at retail
The Goal
Operating within the constraints of a highly regulated alcohol category, one of Pear’s partnered tequila brands wanted to use paid media to do more than drive clicks.
Their primary objective was to:
- Build awareness at retail, not just brand awareness
- Clearly communicate where consumers could purchase their products
- Maintain full AlcBev compliance across media and onsite experiences
The challenge was balancing shopper freedom and performance without directing traffic in ways that limited choice or violated platform and regulatory requirements.
The Strategy
The brand launched a social media campaign across Meta, anchored by Pear’s shoppable Landing Pages.
Instead of forcing shoppers down a single retailer path, the campaign:
- Presented multiple retailer options, allowing consumers to choose where to shop
- Used Pear’s dynamic retail ecommerce links to route shoppers to relevant retailers with the product in stock
- Ran in parallel with ads driving directly to individual retailers’ PDPs to benchmark performance
To ensure compliance, Pear created a suite of AlcBev-safe Landing Pages using Pear unTied, designed specifically for alcohol brands navigating platform and Tied House restrictions.
The Results
Giving shoppers control over where they purchase – while maintaining compliance – delivered a clear performance lift.
Key Outcomes
- 3× higher conversions from shoppable landing pages powered by Pear compared to retailer-specific PDP links
- 3× improvement in performance when targeting custom Pear-built audiences
- Stronger retail awareness without sacrificing compliance or shopper experience
Why it matters
In AlcBev, forcing shoppers into a single retailer path can not only suppress performance, but also runs the risk of Tied House violations. This test showed that shopper choice + compliant design doesn’t just protect brands, it drives better results.
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