Sydney, Australia – Whiskey brand Lark Distilling Co has tapped Alley Group as its performance agency, as it expands its e-commerce presence.
Lark Distilling Co has a market capitalization of approximately US$268m, and has recently acquired the iconic Pontville Estate and Distillery in October, making its third working distillery in the state.
As part of the mandate, Alley will be managing 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, Lark Distilling Co’s head of e-commerce and brand communications, said that with e-commerce now a key growth strategy for the brand, they require an agency with the experience to help realize their ambitious plans.
“The team at Alley demonstrated clear strategic insights and an understanding of how best to utilize performance media channels to build our direct-to-consumer business and we look forward to working with them,” said Anderson.
Nick Lavidge, Alley Group’s CEO, said, “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.”
Just recently, Alley has been acquired by independent media agency Nunn Media. Through this, Alley’s leading capabilities in search, social, programmatic, e-commerce, and digital creative will be forming a powerful, integrated business proposition with Nunn Media.