Alcohol: Spirits

How are alcohol brands capturing attention and driving conversion with their product imagery on Target’s digital shelf?

Vizit analyzed visual content from the top-searched spirits brands on Target, including images from 100 unique listings and 52 brands. The chart below displays the visual brand performance of all 52 brands based on the scores of their product listing page imagery.

Target Spirits Visual Brand Performance Leaders

The Spirits Brands With the Most Effective Visual Content on Target’s Digital Shelf

Tequila brand Don Julio’s visual content outscores all other top-searched spirits brands on Target’s digital shelf. The brand’s high score is driven by effective packaging design, as well as high-quality carousel images that include close-up shots of packaging and outdoor mixed drink lifestyle images. Among the top-5 scoring brands there are also 4 other strong category players – Grey Goose, Malibu, Tito’s, and Crown Royal.

See the full list of brands ranked by visual effectiveness with online alcohol shoppers here > 

The Hero and Carousel Image Design Trends that Drive Traffic and Conversion Potential of Visual Content

An AI-analysis of hundreds of spirits product hero and carousel images on Target’s digital shelf surfaced distinct trends in which images and design techniques drive visual effectiveness for online alcohol shoppers.

Traffic-Drivers: Characteristics of High-Scoring Product Hero Imagery

White labels that include bespoke high contrast serif logo text

White labels that include dark, bespoke, high contrast serif logo text score highly with online alcohol shoppers. Both Patron and Don Julio brand tequila exemplify this label design trend.

Fruit illustrations and imagery

Label images that include fruit illustrations and imagery score highly for online alcohol shoppers. Brands that exemplify this trend include Malibu, Bacardi, Smirnoff, and Deep Eddy. 

Illustrated label graphics

High-scoring product packaging imagery for online alcohol shoppers include the use of large black and white illustrated graphics on product labels. Brands including The Kraken, Espolon, and Captain Morgan utilize these product packaging design techniques.

Conversion-Drivers: Characteristics of High-Scoring Carousel Imagery

Colorful cocktails against light brick backdrops

Carousel images that include visuals of colorful cocktails contrasted against light brick backgrounds score highly for online alcohol shoppers. The Hornitos and Jim beam brands both feature white brick backdrops in their product imagery.

Cocktails in outdoor settings

High-scoring spirits supporting carousel visuals on Target include images of cocktails in sunny outdoor environments, especially dining settings. Images from Tito’s, Grey Goose, Bacardi, Hornitos, and Don Julio exemplify this trend.

Authentic distillery imagery

Supporting carousel imagery featuring landscapes and scenes from distilleries are highly visually engaging to online alcohol shoppers. Brands including Hennessy, Jack Daniel’s, Woodford Reserve utilize this technique in their carousel imagery.

Insights to Action: Optimizing Digital Shelf Imagery at Scale with Visual Brand Performance

According to Salsify, 30% of U.S. shoppers say they will not purchase a product if images are missing or low quality, while 70% say they are more likely to buy a product from a personally relevant product page. Even if you’ve nailed your description, search, reviews, inventory, and pricing – the wrong visual content can mean millions in lost sales every year. Using the power of AI and machine learning, Vizit gives brands the power to measure the impact of product imagery to ensure it’s relevant for specific consumer audiences. Leading brands are utilizing Vizit’s Visual Brand Performance platform to create, identify, optimize, and monitor the effectiveness of imagery at the speed and scale of ecommerce.

About Vizit Predictive Image Insights

Learn more about Vizit methodology and terminology