Caleño is one of a new generation of premium non-alcoholic spirits to enter the market.
In 2018, Rewrite Digital partnered with Caleño to steer its digital strategy and roadmap at a critical stage in its growth.
No-alcohol spirits have been gaining traction as more consumers opt to reduce their alcohol intake. The category has grown in value by 48% in the last year in the on-trade alone, against a backdrop of just 6% for the wider spirits market (CGI).
Rather than get lost in the traditional, highly competitive on-trade and off-trade distribution channels, Caleño has focused on growing its brand through a direct-to-consumer model, with digital at the forefront.
What we did
Rewrite Digital audited Caleño for its digital maturity and effectiveness at three key stages of its growth journey: pre-launch, post-launch and a 12-month forecast of future potential. A score was given for each stage with a detailed breakdown of digital opportunities and priorities.
Caleño is now operating its direct-to-consumer e-commerce store at calenodrinks.com and building a growing digital community of brand advocates. It’s recognised among the leading non-alcoholic spirits and is expected to further differentiate in 2019 with its planned digital activity.
Ellie Webb, Founder of Caleño