Why Meta Ads Haven’t Worked for Your Spirits Brand (Yet)—And How to Fix It

If you’ve ever run Meta Ads for your spirits brand and thought, this just isn’t working, you’re not alone.

Maybe you tried boosting posts, but the engagement didn’t translate into sales. Or you set up a campaign that drove traffic but not conversions. Or perhaps you’ve worked with an agency before, but the results didn’t justify the spend.

It’s easy to assume that Meta Ads just don’t work for drinks brands. But here’s the truth: they do work—you just need the right strategy.

Let’s break down where most spirits brands go wrong and how to turn Meta Ads into a powerful growth tool for your brand.

Why Your Meta Ads Aren’t Delivering Results

1. You’re Focusing Too Much on Targeting, Not Enough on Creative

For years, Meta Ads success relied heavily on granular audience targeting—brands would build hyper-specific segments based on demographics, interests, and behaviors.

Now? That approach is outdated.

Meta’s AI is now the best audience-finder on the platform. The algorithm is incredibly powerful at identifying who’s most likely to engage with and purchase your product, meaning manual audience selection plays a much smaller role than before.

So, what does this mean for your strategy? 

🚀 Broad targeting is now your best friend. Instead of manually refining audiences, give Meta a wider net and let it optimise based on real-time data. 

🎯 Your creative is your most powerful targeting tool. Meta’s algorithm responds to how people engage with your ads. If your creative speaks directly to the right people, the algorithm will do the rest. 

📊 Retargeting still has a place—but be strategic. Old-school remarketing strategies don’t always perform the way they used to, as Meta’s AI already re-engages high-intent users. However, it’s still useful in some cases—like reminding high-value users to complete a purchase or re-engaging your most loyal customers.

The key is to test and analyse. In some cases, broad targeting might outperform retargeting—so don’t assume you have to run retargeting campaigns just because you always have.

2. Your Creative Isn’t Built to Sell

If targeting is now largely in the hands of Meta’s AI, your creative is what makes or breaks your campaign.

The reality? A beautiful bottle shot alone won’t drive conversions. You need thumb-stopping visuals, compelling messaging, and a reason to act.

Winning Meta Ads creative for spirits brands usually has: 

🎥 Movement – Short-form video, GIFs, or cinemagraphs outperform static images. Show the drink being poured, enjoyed, or mixed into a cocktail. 

💬 A strong hook in the first 3 seconds – If your ad doesn’t grab attention instantly, people will scroll past. 

🍸 A clear brand message – What makes your drink special? Is it the smoothest whiskey? The ultimate summer spritz? A game-changing non-alcoholic option? Spell it out. 

🎯 Native-style content – Ads that feel organic within the Instagram & Facebook feed (rather than looking too polished) tend to perform better.

💡 Pro tip: Don’t guess what works—test different creatives. Sometimes, the ad you least expect to perform well ends up being the winner.

3. You’re Not Tracking the Right Metrics (or Any at All)

Meta Ads are only as effective as the data you feed them. If tracking isn’t set up properly, you’re flying blind.

A common mistake? Judging campaign success on the wrong metrics. If you’re only looking at vanity metrics like clicks or reach, you’re missing the bigger picture.

Instead, focus on: 

✅ Purchases & ROAS (Return on Ad Spend) – The ultimate measure of whether your ads are driving revenue. 

✅ Add to Cart & Checkout Initiation – If people are clicking but not buying, something’s wrong with your landing page or offer. 

✅ Engagement on Ad Creatives – Meta’s algorithm favours ads that generate meaningful interactions. High engagement = lower ad costs.

To track accurately, make sure you’ve got: 

📊 Meta Pixel & Conversion API – To capture on-site actions like purchases and add-to-carts. 

🔗 UTM tracking – So you can analyse ad-driven traffic in Google Analytics. 

📬 First-party data – If you have an email list or past purchase data, use it to create high-quality retargeting audiences.

So, Do Meta Ads Actually Work for Spirits Brands?

Short answer: Yes. Long answer: Yes, if you stop micromanaging targeting and start optimizing your creative.

The brands crushing it with Meta Ads today aren’t the ones spending the most. They’re the ones who: 

✅ Let Meta’s algorithm do its thing with broad audience targeting. 

✅ Invest in top-tier creative that makes people feel something. 

✅ Use data to refine and scale rather than guessing what works.

If your previous experience with Meta Ads has been frustrating, it’s not because they don’t work for spirits brands—it’s because they haven’t been approached strategically.

Curious to know if your Meta Ads are set up for success? Take a look at your campaigns and ask: 

🍸 Am I targeting people in a way that makes sense for their buying journey?

📸 Does my creative make someone feel something?

📊 Am I making decisions based on data or just gut instinct?

If you’re getting it right, you’ll know—because you’ll see the results. 🚀

Cheers to smarter ads and stronger sales! 🍸