Beyond Seasonal Growth: How Garage 8% Used Retail Media to Drive Incremental Sales

Challenge

Summer is a peak season for flavored beer, but growing sales in a rising category does not necessarily mean gaining incremental business. Garage 8% faced intense competition during one of the category's strongest periods, making it difficult to distinguish campaign impact from natural seasonal demand. The challenge was to strengthen visibility across its three-flavor range, support a newly launched variant and demonstrate that retail media could generate additional sales beyond the category's existing momentum.

Solution

Together with Footprints AI's Retail Media Network, Garage activated a 28-day omnichannel campaign across Eurocash, combining in-store digital screens with mobile app, website, push notification and social media placements. The strategy focused on relevant shopping occasions, particularly after-work purchases and social gatherings, while maintaining visibility across all three flavors. A matched control group of non-activated stores enabled performance to be measured against underlying seasonal trends, providing a clearer view of retail media's incremental contribution.

Results

The campaign demonstrated how retail media can support incremental growth even during a strong seasonal sales period:

+2.2 percentage points incremental volume uplift in Delikatesy Centrum versus control stores.
+16.08% campaign-SKU volume growth in activated Delikatesy Centrum stores, compared with +13.91% in control.
29.6% of total range sales came from the newly launched Watermelon & Lime Punch flavour.
Balanced performance across all three flavours, with Very Berry Cosmo contributing 37.5% of range sales and Lemon & Lime Shock 32.9%.
28 days of omnichannel activation, supporting the complete Garage 8% range during peak summer demand.

By combining occasion-led targeting, omnichannel visibility and control-store measurement, Garage demonstrated how retail media can contribute incremental value beyond natural category growth. The campaign supported the wider range while helping a newly launched flavour establish a meaningful share of sales in a highly competitive seasonal environment.

Download the full case study to discover how Garage 8% used retail media to outperform control stores, measure incremental growth beyond summer seasonality and support the launch of a new flavour across Eurocash.

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