Twelve pages. One core learning per page.
Each page is the executional answer to a learning that kept showing up in Delta's ad data. The page mirrors the winning angle, the proof point sits above the fold, and the friction between click and cart is cut to the floor.
5mg · Sampler
The Light Sampler
"Curious about garden seltzer? Start here."
For the first-timer.
First-timers stall on tier choice. Variety packs convert harder than single-flavor offers.
H1 mirrors the winning ad. 0/0/0 and social proof in the first scroll. Sampler is the only buy option.
5mg · Buy
The Light Buy
"Sixteen cans, four flavors. Add to cart."
For the pre-sold ad click.
Pre-sold traffic doesn't want to scroll. Buy block at the top, storytelling trimmed, friction removed.
Hero replaced with the product gallery + orange First-Order Offer overlay. Trust-building blocks follow below.
5mg · Guide
The Light Guide
"The 5 things to know before you pick your first Garden Seltzer."
For the category-curious.
Curiosity beats discount for cold first-timers. They want the rules of the road, not a deal.
Numbered "5 Things to Know" listicle. Half-can pacing rule. The buy box only appears after the lesson.
10mg · Sampler
The Moderate Sampler
"The perfect social drink. Without the next-day headache."
For the sober-curious at the dinner table.
"Drink with the room" outpulled every spec-led angle for the moderate audience. Belonging is the lever.
Hero puts cans on a dinner table with wine glasses behind. H1 reinforces the social moment. Each flavor mapped to a course.
10mg · Buy
The Moderate Buy
"The drink for the round. Add to cart."
For the pre-sold ad click.
Social-belonging hook + zero scroll friction. The visitor already wants the round, just show them how to checkout.
Buy block lifted to the top. Per-line subscription cadence on every flavor. Trust + reviews below the fold.
10mg · Guide
The Moderate Guide
"5 reasons your most social friends are drinking this."
For the host curating the room.
The aspiration angle ("what your friends are quietly drinking instead of wine") outperformed solo-drinker copy.
5 reasons in the host's voice. Wine vs cocktail comparison anchored on morning cost. Sampler defaulted in the cart.
20mg · Sampler
The Bold Sampler
"Get the night back. Keep the morning."
For the experienced sipper winding down.
Relief was Delta's most under-served emotion. Anxious sleepers responded to it harder than to any other angle.
Bath-caddy hero. "Fast onset, slow finish" and the half-can rule above the fold. Anxious-sleeper testimonials.
20mg · Buy
The Bold Buy
"The deep wind-down dose. Add to cart."
For the pre-sold ad click.
Wind-down audience converts on price + delivery cadence visibility. Storytelling moves below the buy block.
Buy block lifted to the top with the orange First-Order Offer overlay. Half-can pacing rule kept in product description.
20mg · Guide
The Bold Guide
"5 nights the Bold was built for."
For the buyer building the ritual.
The more specific the moment, the harder it converts. "The bath night" beats "unwind."
Five labelled night-scenes, one flavor each. Half-can framed as the feature. No discount, no urgency.
Spirit · Bottle
The Spirit Bottle
"A real spirit. None of the next-day."
For the bar-cart buyer who wants the cocktail, not the morning.
Spirit-Seeking and Bar-Cart sub-personas saturated at the broad level. Fresh execution is the lever, not new audience.
Editorial bar-cart hero (belonging beats benefit). Subscribe defaulted, with one-time as a quiet alternative. Effect language stays compliant ("uplifting," "the lift").
Spirit · Buy
The Spirit Buy
"A real spirit, alcohol-free. Add to cart."
For the pre-sold ad click.
Bar-cart buyers convert faster when the bottle is the hero. Gallery + orange First-Order Offer overlay handles the work the storytelling LP did before.
Buy block lifted to the top. 750ml bottle, NEW20 auto-applies, subscribe defaulted. Storytelling collapses to a single trust band below.
Spirit · Guide
The Spirit Cocktail Guide
"5 cocktails to make with our zero-proof spirit."
For the home mixologist.
Recipes get pinned, saved, and re-visited. The mixology utility hook keeps the page evergreen for retargeting.
Five numbered cocktails (Spritz, Skinny Marg, Old-Fashioned-style pour, Citrus & Soda, the Closer). Bottle is hero-scale in every reason card. Inline buy after reasons 2 and 5.