Coastal Spirits & Wine is an independently owned liquor store located in Port Moody, British Columbia. Built around the idea of curiosity, discovery, and community, the store offers a thoughtfully curated selection of wine, spirits, craft beer, and unique gifts that reflect the lifestyle of the West Coast.When Coastal Spirits & Wine acquired an existing liquor store location, they faced the challenge of introducing an entirely new brand while retaining loyal local customers and attracting a broader audience through the Tri-Cities.
Challenge
Although the physical location already had an established customer base, Coastal Spirits & Wine needed to:
Build brand awareness for an entirely new brand identity
Retain customers from the previous liquor store
Create excitement around the grand opening
Develop a sustainable marketing strategy that would continue driving traffic after launch
The objective was not simply to generate one successful grand opening weekend, but it was to establish Coastal Spirits & Wine as a recognizable neighbourhood one stop shop.
Our Strategy
Playbook Ads stepped in to develop a comprehensive digital go-to-market strategy that combined brand awareness with ongoing customer engagement.Phase 1: Grand Opening LaunchWe planned and executed a digital launch campaign designed to maximize awareness and build excitement ahead of opening day by:
Building local brand recognition (organic social)
Promoting the grand opening event and promotion (organic & paid social)
Driving in-store visits (paid social)
Introducing the Coastal Spirits & Wine brand story to the community (organic social)
Facebook and Instagram paid social campaigns were strategically targeted to residents throughout Port Moody and neighbouring communities most likely to visit the store.Phase 2: Always-On Brand GrowthFollowing the successful launch, we transitioned into a long-term digital marketing strategy focused on keeping Coastal Spirits & Wine top-of-mind throughout the year.Each month, we created paid social campaigns on Meta that promoted:
Monthly featured products
Seasonal promotions
Holiday campaigns
New product arrivals
Curated production recommendations and pairings
Creative assets were refreshed monthly to align with changing consumer interests and seasonal buying behaviour while reinforcing the brand’s West Coast neighbourhood focused identity.
Results
Through a consistent digital marketing strategy, Coastal Spirits & Wine successfully established itself as a recognizable local brand while continuing to expand its customer base beyond the previous store’s existing clientele.Highlights include:
Successful launch of a new retail brand in an established market
Increased local brand awareness through targeted paid social advertising on Meta
Continuous monthly campaign execution supporting seasonal promotions and product launches
Sustainable marketing strategy that continues driving awareness and in-store traffic
Rather than relying on one-time promotional efforts, the business has maintained a consistent digital presence that supports long-term growth and customer loyalty.
Why It Worked
Our strategy combined go-to-market strategy with long-term brand building. Every campaign was treated as an opportunity to learn, optimize, and improve future performance.Instead of treating the grand opening as a standalone event, we developed an ongoing marketing framework that continuously introduced Coastal Spirits & Wine to new audiences while giving existing customers reasons to return month after month. We conducted comprehensive monthly performance reviews, analyzing key metrics such as reach, impressions, click-through-rate (CTR), and cost-per-click (CPC).These data driven insights directly informed the next month’s digital strategy. High-performing creatives, messaging, and audience segments were scaled to maximize results. Underperforming elements were opportunities for testing new concepts, promotional angles, and creative formats.This continuous cycle of measuring, learning, and refining allowed Coastal Spirits & Wine’s marketing strategy to evolve alongside customer behaviour, ensuring each campaign became more effective over time rather than relying on a one-size-fits-all approach.
