ABOUT
De Soi is a premium non-alcoholic apéritif brand co-founded by global pop icon Katy Perry and award-winning distiller Morgan McLachlan. Blending functional adaptogens with bold botanical flavors, De Soi delivers sophisticated, alcohol-free drinks for people who want to celebrate without compromise. Beloved by a growing community of health-conscious consumers, De Soi has quickly become a mainstay in the modern bar cart.
CHALLENGE
De Soi needed to efficiently launch their new Haute Margarita flavor while maximizing average order value and maintaining profitable customer acquisition costs.
As De Soi prepared to introduce Haute Margarita, a new non-alcoholic apéritif flavor, the team understood that success would require more than simply adding a new SKU to their online store. The brand had seen strong engagement and loyalty from its audience, but launching a new product in a growing and competitive category required a more thoughtful approach. One that would elevate discovery while driving conversion.
They needed a solution that would:
- Create a launch experience that felt new, immersive, and campaign-worthy
- Prominently feature bundles to drive up AOV, without sacrificing shopper choice
- Optimize every visual and interaction for mobile-first, social-driven traffic
- Enable agile testing of product layouts and merchandising strategies in real time
- Lower new customer acquisition costs compared to their standard PDP flows
De Soi needed a platform that could bring these priorities together—merging visual storytelling, performance marketing, and data-driven optimization into a cohesive launch experience. The brand’s internal ecommerce tools didn’t offer the flexibility or speed required to test, learn, and iterate at the level they needed.
STRATEGY
FERMÀT enabled De Soi to create sophisticated, mobile-first shopping experiences that strategically merchandised their new flavor launch for maximum impact and profitability.
To meet their performance objectives for the Haute Margarita launch, De Soi partnered with FERMÀT to create a shopping experience that combined thoughtful merchandising, mobile-native design, and agile testing. The goal was to move beyond traditional ecommerce templates and build a flexible, high-converting funnel that could adapt to the dynamics of launch traffic. Working with FERMÀT, the team implemented a set of coordinated strategies:
- Merchandising with Categorized Grids
De Soi used FERMÀT’s categorized grid module to highlight bundles and multi-packs featuring the new flavor at the top of the experience, while offering individual SKUs in a separate category. This layout encouraged larger basket sizes without limiting choice, driving a lift in AOV. - Mobile-Optimized Storytelling
With most traffic coming from paid social, De Soi prioritized scroll-friendly, media-rich layouts. Visuals like ingredient spotlights helped communicate the flavor story in a format that performed well on mobile. - Light Promotional Elements
To build urgency and increase AOV, the team added banners and badges promoting a free gift with purchase, a limited-edition Haute Margarita hat. These cues drove engagement while staying true to the brand aesthetic. - Campaign-Specific CTAs
Instead of generic copy, CTAs like “Try the NEW Flavor” aligned with the launch narrative and reinforced the sense of discovery, helping drive intent from ad click to checkout. - Real-Time Bundle Testing
Using FERMÀT’s A/B testing tools, De Soi ran live experiments on default pack sizes to see what converted best. This helped them quickly optimize for both conversion rate and AOV during the peak of launch traffic.
Together, these strategies delivered a cohesive, performance-optimized funnel that was as effective as it was on-brand, helping De Soi turn a product release into a high-performing growth moment.
RESULTS
Using FERMÀT for their Haute Margarita launch, De Soi achieved exceptional performance metrics that significantly outpaced their standard ecommerce experience.
The results spoke for themselves when De Soi ran a head-to-head Meta A/B test, with both FERMÀT funnels and their standard product detail pages receiving traffic from the same top-performing Haute Margarita launch ads:
- 31% decrease in new customer CAC when driving traffic to FERMÀT experiences versus their standard PDP
The success of the Haute Margarita launch has established FERMÀT as a critical component of De Soi's product launch strategy. The ability to create targeted, conversion-optimized experiences that maintain brand integrity while driving superior performance metrics has transformed how the brand approaches new product introductions.
The De Soi team continues to leverage FERMÀT for ongoing experimentation and optimization, proving that sophisticated merchandising strategies and rapid testing capabilities are essential for competing in the modern ecommerce landscape.
