How Squealing Pig Dominated the Digital Shelf
Asahi Beverages partnered with Cartology on a digital-first strategy for Squealing Pig, driving category-leading online dominance and market growth.
brand sales growth
Online sales growth
total sales uplift
The Background & Objectives
Asahi Beverages set out to establish an online-led digital strategy for Squealing Pig across Woolworths.
The campaign aimed to reverse brand sales decline, accelerate commercial growth across red and white wine portfolios, and re-engage lapsed customers through targeted loyalty incentives.
Digital touchpoints influence 38% of total grocery purchases, either through e-commerce orders or pre-shop planning that drives physical store visits while on the Woolworths e-commerce platform, 56% of all add-to-carts are generated directly by online search queries.
This identified a clear opportunity to capture high-intent wine buyers at the digital shelf while using loyalty insight to reactivate lapsed Squealing Pig customers.
The Solution
Asahi deployed a three-pillar digital strategy across Woolworths online channels combining our first-ever Promoted Products sponsored search tiles and the first liquor use of our Everyday Rewards targeted boost product.
Digital Shelf Domination
Secured prime sponsored search positioning with its first ever sponsored search strategy to claim top placement for high-intent queries, capturing online customer attention prior to checkout.
Rewards Point Boost
Pioneered a market-first liquor Everyday Rewards Targeted Boost to re-engage lapsed brand buyers and incentivise category trial.
Commercial Alignment
Tightly coordinated media flights with inventory availability and promotional pricing to ensure full stock coverage during high-demand promotional windows.
The Results
Awarded Best Digital Strategy at the 2026 Cartology Campaign of the Year Awards, Squealing Pig transformed digital shelf dominance into extraordinary commercial momentum. The search-led strategy sparked an immediate +84% YoY total brand sales surge during the campaign period.
Over a sustained 13-week flight, total sales grew +20% while online sales surged +52%. The framework proved so effective at capturing intent and reactivating lapsed buyers that Asahi adopted it as the strategic digital foundation across its entire premium wine portfolio.
