$80K in Meta spend has generated $630K in DTC revenue (7.5x blended ROAS). But revenue follows allocation drops, not the calendar. The Alpine Single Barrel drop in July 2025 hit $142K, 5x the average month. The cause isn't ad performance. DTC Sales campaigns deliver 9.8x ROAS on the core, Alpine Launch hit 8.4x. Revenue tracks barrel availability. When Alpine SB sold through, Q4 2025 floored at $11K to $21K per month despite consistent ad efficiency. The question for Q2: when does Timberline 10yr drop, and are we pre-building demand for it?
| Month | Revenue | MoM | Orders | AOV | New Cust | Return % | Est. Spend | ROAS | Revenue |
|---|
| State | Revenue | Share | Orders | Customers | AOV | Revenue |
|---|
| LTV Tier | Count | % | Segment |
|---|---|---|---|
| <$100 | 12 | 0.9% | Samplers |
| $100–$250 | 245 | 17.7% | One-timers |
| $250–$500 | 720 | 52.1% | Core buyers |
| $500–$1K | 280 | 20.3% | Enthusiasts |
| $1K+ | 125 | 9.0% | Whales |
| Campaign | Spend | Purchases | Conv Value | ROAS | CPA | Efficiency |
|---|
| Product Line | Revenue | Units | Avg Price | Rev % | Revenue |
|---|
When is the next Alpine Single Barrel release? Revenue has correlated 1:1 with barrel availability for 14 months. The marketing calendar should be built around the production calendar.
Summit Reserve Bourbon is the only SKU with consistent availability at $45 average price. It needs roughly 5x the volume to match a single Alpine SB allocation. Can it carry the business between premium drops?
DTC Sales campaigns deliver 9.8x ROAS on the core. Brand awareness ($8K, no direct attribution) is the open question. Is it lifting DTC or burning budget? A/B test: pause awareness for 30 days, measure DTC conversion rate change.
Field campaigns ($1.5K in Mar) are in 3 markets (DEN, CHI, SEA). Are the top-revenue states (CO, TX, CA, IL, WA) getting proportional field presence?