Dave Glaza

May 27,2025

3 min. to read

ALCOHOL BRANDS NOW LIVE ON 1P OFFSITE ADS FROM NATIONAL GROCER

Making Retail Media History: Alcohol Brands Now Live on 1P Offsite Ads from a National Grocer

Something big just happened in retail media, and DIGITS is proud to be one of the first agencies to make it happen.

For the first time, alcohol brands can now advertise through a leading national grocer’s 1P offsite media network, and DIGITS is leading the charge. We helped launch one of the first fully compliant campaigns for an adult beverage brand, and the results speak for themselves.

What’s New: Alcohol Enters 1P Offsite Media

Historically, alcohol brands have been restricted from participating in 1P offsite advertising due to complex trade compliance regulations. But that’s changing.

DIGITS worked closely with our national grocery retail partner to navigate the nuances and bring one of our wine clients to market with an 8-week digital campaign that:

• Leveraged the grocer’s 1P data to reach age-restricted and custom wine audiences

• Targeted current buyers, competitive sweet wine buyers, and broader wine shoppers

• Delivered over 7.7 million impressions reaching 1.9 million households, with 4x frequency

• Drove a 5X ROAS, generating $138K in attributed sales

The return was even stronger for existing customers:

• 71X ROAS on existing customers

• 15X ROAS on lapsed customers

This was made possible through smart strategy, close collaboration, and compliance-first planning between DIGITS and the grocer’s retail media team.

Why It Matters

This isn’t just a campaign. It’s a category unlock.

For years, adult beverage brands have watched from the sidelines as CPG peers tapped into rich 1P data and premium media placements. This pilot marks a turning point. Wine, beer, and spirits brands can now access these high-performing channels with the right agency partner.

To remain compliant with trade laws, adult beverage campaigns on 1P media must be activated through an approved agency. That makes the role of the agency critical, not just as media buyers, but as navigators of legal, compliance, and retailer relationships.

What’s Next for Alcohol Brands

With this successful pilot in place, DIGITS is uniquely positioned to support adult beverage brands looking to scale across national grocers, mass retailers, and additional retail media networks offering compliant frameworks.

As the retail media ecosystem evolves and more retailers enable alcohol within their 1P programs, DIGITS will continue to lead the way, helping brands unlock new value, audiences, and results through smart, compliant execution.

If you’re an alcohol brand ready to break into 1P media, now’s the time. And you’ll need a partner who’s already paved the way.

Let’s make history together. Reach out to DIGITS to start planning your campaign.

Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores! 

LinkedIn: https://www.linkedin.com/in/davidglaza/