Diageo, the global leader in premium drinks with a portfolio spanning over 200 brands in nearly 180 countries, is making bold moves in ecommerce — and the results are speaking for themselves. Through its iconic brand Smirnoff Ice, Diageo has become the first alcohol brand on Instacart to test the platform's new Grow Objective, a beta advertising product designed to deepen engagement with existing brand buyers through smarter retention and cross-sell targeting.
A strategy built for the next generation
At the heart of Diageo's strategy on Instacart is the goal to connect more authentically with Gen Z adults. They tend to be more skeptical of traditional advertising and respond to brands that meet them where they are, speak their language, and reflect their values.
Smirnoff Ice, with its fun and versatile brand identity, is well-positioned to build that kind of connection. By leaning into data-driven ecommerce advertising through Instacart, Diageo is ensuring Smirnoff Ice shows up in a meaningful way for this critical consumer segment, as a relevant part of their everyday lives.
First to market with the grow objective
The Grow Objective on Instacart is purpose-built for brands ready to move beyond simple acquisition. Rather than focusing solely on reaching new consumers, the tool is designed to retain loyal buyers, reactivate lapsed consumers, and drive cross-sell opportunities across a brand's broader catalog — a sophisticated, multi-dimensional approach to growth.
Smirnoff Ice's willingness to be first alcohol brand to test this beta product reflects Diageo's broader commitment to bold, data-driven marketing strategy. And the early results validate the investment.
Impressive numbers tell the story
The performance data from Smirnoff Ice's Grow Objective campaign on Instacart underscores just how effective the approach has been—
71.9% of sales** came from repeat buyers, demonstrating strong retention among existing consumers*
43.8% of sales** were New-to-Product, proving the campaign is also successfully driving cross-sell behavior*
Smirnoff Ice's broader Sponsored Products campaign is delivering stronger returns year-over-year, with ROAS climbing 21% YoY*
These results illustrate that a well-executed ecommerce advertising strategy doesn't have to choose between retention and acquisition — it can achieve both simultaneously.
Ecommerce as a growth engine
For Diageo, ecommerce channels like Instacart are not a secondary consideration — they are an increasingly central pillar of the company's growth strategy. The brand has seen double-digit growth driven in part by its presence on platforms like Instacart, where consumers are actively making purchasing decisions in a high-intent environment.
As online grocery and beverage shopping continues to expand, being visible and strategically active on Instacart gives brands like Smirnoff Ice a meaningful competitive advantage — reaching consumers at the exact moment they are ready to buy.
What's next for Diageo and Smirnoff Ice
Looking ahead, Diageo's focus remains on growing market share and deepening its ecommerce presence. With a proven playbook now in place through the Grow Objective on Instacart, the company is positioned to expand its digital advertising efforts, drive continued consumer engagement, and build lasting brand loyalty with the next generation.
Smirnoff Ice's success on Instacart is more than a campaign win — it is a blueprint for how legacy beverage brands can stay ahead of the curve by embracing innovation, acting on data, and meeting consumers where they are.
Prior results do not guarantee future outcomes.
This post contains third-party claims and descriptions provided by the featured third party brand. Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by the featured brand.
Looking to advertise with Instacart? Get started here.
