Driving Revenue and ROAS for BevMo! In The US During The NFL Season

BevMo! is a U.S. specialty beverage retailer offering a wide selection of wine, spirits, beer, and related products through stores and delivery, with a strong but regionally concentrated West Coast presence.

2.7X

Return on Ad Spend than target

200%

Higher ROAS on Snapchat than target

166.7%

Higher ROAS on Meta than target

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Driving Revenue and ROAS for BevMo! In The US During The NFL Season

Market: US       Channel: Meta, Paid Social, Programmatic, Snapchat

Background

BevMo! is a U.S.-based specialty retailer offering a wide selection of alcoholic and other beverages through both physical stores and e-commerce in the United States. Understanding the natural kinship between football and alcoholic beverages, ahead of the 2025-2026 NFL + NCAA Football season, we wanted to position BevMo! as the premier retailer to support Saturday and Sunday watch parties throughout the season.

Objective

The primary objective was to drive purchases on BevMo.com, the brand’s online retail marketplace. The hope was to capture audiences already planning to purchase alcohol for weekend get-togethers and watch parties, and to drive them to BevMo!’s website by highlighting the brand’s extensive selection and convenient options, such as free in-store pickup and delivery as fast as 30 minutes.

Challenge

Alcohol sales are an exceptionally crowded market, particularly in California, where beer, wine, and liquor are sold at every grocery store, as well as big-box retailers such as Walmart, Target, and Costco. Driving potential customers away from those sources was tricky. Also, much of the messaging and imagery surrounding the NFL, NCAA, and Super Bowl is copyrighted, preventing creatives from explicitly referencing them.

Creative Strategy

To circumvent our primary challenges, we developed creative concepts to spotlight BevMo!’s unique selling propositions, primarily their extensive selection, and spoke directly to customers in familiar language and iconography tying directly to football.

Our creative looked to play off the existing aesthetic of the NFL and NCAA with bold typography, strong graphic elements, and colloquial language. This was a departure from BevMo!’s existing creative strategy, leveraging simple, broad messaging.

Media Strategy

On the media front, efficient demographic, geographic, and interest-based targeting was leveraged to ensure ads only reached relevant audiences. Additionally, campaigns were flighted in accordance with purchase behavior, ramping up in the days before a big game, but not attempting to compete with other advertising in the crowded gameday advertising space.

We structured our media to balance always-on efficiency with key seasonal demand. On Meta and Snap, we ran discrete campaigns separate from evergreen activity, using precise interest targeting to reach high-intent audiences. This approach proved effective, with football-related cohorts driving the most efficient ROAS across the season, supported by strong performance from both static and video assets.

To capture peak demand around Super Bowl LX, we activated a short-burst campaign with ESPN. We negotiated a guaranteed deal to secure premium inventory in the four days leading up to the event, when alcohol purchasing is highest. This ESPN blitz included running video across the website, app, and streaming platforms, with static placements dominating the homepage and mobile app.

Overall, we drove both efficiency and conversion by combining precise targeting with high-attention placements.

Results

Over a six-month period from September 2025 to February 2024, our strategy delivered consistent efficiency across platforms, with football-led targeting and creatives emerging as the strongest revenue drivers.

The top four creatives contributed the highest share of revenue across the campaign.

Dedicated audience segmentation on Snapchat and Meta helped sustain high performance through the season, while TikTok creatives maintained steady returns without audience separation.

2.7X
Return on Ad Spends than target
200%
Higher Return on Ad Spends on Snapchat than target
166.7%
Higher Return on Ad Spends on Meta than target
+

Conclusion

By aligning BevMo!’s offering with peak football moments and high-intent fan behavior, we helped the brand stand out in a highly competitive alcohol category and drive significant purchase action. The campaign proved to be spot on in capturing seasonal demand and amplifying it, delivering standout ROAS through precise targeting and culturally relevant creative.