Develop a digital presence that drives sales and adheres to regulations on marketing alcohol.
Collect high volumes of reviews from existing online and in-store customers with Receipt. Review. Collect., then syndicate that content to online retailers.
2,432% increase in review volumes across eight products with an average rating of 4.7+
When Heaven Hill implemented Reviews Junction platform in early 2021, the first
challenge was to develop review collection methods that were in line with the
guardrails placed on the spirits industry.
Sampling is a great option for many brands to improve their review footprint, particularly ahead of a new product launch. But these types of campaigns aren’t suitable for alcoholic products.
Towards the end of 2021, Reviews Junction launched “Receipt. Review. Collect.” a fast and highly cost-effective new approach to review collection. The solution establishes a rapid and regular flow of fresh review content by tapping into a network of existing purchasers – which means there are no legal concerns for participating brands.
“Receipt.Review.Collect. was key for Heaven Hill, because it allowed us to target purchasers of our products to support review collection from verified consumers quickly and easily,” said Michelle Brown, Associate Brand Manager for Heaven Hill. “This was especially critical at a time when in-store sampling was on hold due to Covid-19.”
Heaven Hill has integrated consumer review content into a
variety of marketing efforts both in-store, on-premise, and on social media.
“Product reviews act as a new way to encourage consumers to try a new brand or a
new flavor with social proof from verified purchasers on products and flavors they
might not have thought to purchase previously,” said Brown.
Heaven Hill is also leveraging the content within the reviews collected as a form of Voice of Customer insights. “We now can dive deeper into how our products are being consumed, how often, by what type of consumers, and what future product optimizations or new opportunities are out there for our brands.”
“We love the ease of exporting and filtering reviews. Reviews Junction’ easy-to-use platform allows us to quickly understand and prioritize actions we need to take, such as – in particular – potential customer service issues that Reviews Junction quality control has flagged,” said Brown. “The analytics tab is a great resource to look collectively at the reviews to identify any similarities, trends, or concerns. And the ‘At A Glance’ view gives you a quick look at any trends or spikes in reviews along with some high-level statistics for the past 30 days.”
Zinkel says the Reviews Junction partnership has been key to helping the company adapt
as the digital landscape for spirits advances and grows.
Zinkel says the Reviews Junction partnership has been key to helping the company adapt as the digital landscape for spirits advances and grows.