Harbor and Vine still
Case 02 · Paid media + social

Harbor & Vine

A Jacksonville-founded citrus aperitif expanding into Publix, Total Wine, and independent accounts across Florida, Georgia, and the Carolinas.

Blended ROAS3.2×
CPA change, 90 days−41%
Retail doors added220
Always-on social26 weeks
The brief

Make a regional bottle feel national. Keep the spend honest.

Prior media had been bought as boost posts. There was no distinction between prospecting, retailer geo-fences, and existing buyers. Social was a feed of product stills. The business needed distribution, not vanity reach.

What we did

  • Rebuilt Meta and TikTok into prospecting, retargeting, and store-radius structures with named UTMs.
  • Shot a six-spot cinematic set in Jacksonville Beach and a UGC lane with eight Florida creators under contract.
  • Synced organic social to retailer features and a Saturday tasting calendar.
  • Weekly ledger: spend, CPA, new doors, and sell-through from the distributor file.
Harbor and Vine social still

David Pell, VP Growth: “The Jacksonville team understood Southeast retail in a way a New York pitch deck never did.”