--- title: "Doreca" canonical: "https://blissagency.it/en/portfolio-cliente/doreca-digital-branding-strategy/" url: "https://blissagency.it/en/portfolio-cliente/doreca-digital-branding-strategy/md/" published: "2025-04-22T13:11:16+02:00" modified: "2026-10-03T12:58:57+02:00" language: "en-US" description: "Doreca Client Portfolio: a branding and digital communications strategy developed to improve positioning and clarity of offering." --- # Doreca Case Study ● 2023 ● HoReCa & Retail # DORECA ## A World to Drink From a fragmented offline presence to a scalable omnichannel platform. Brand strategy, digital go-to-market and ongoing oversight for one of the leading beverage operators in the Italian Ho.Re.Ca. channel. Bliss Agency supported [Doreca Italia](https://www.doreca.it?utm_source=chatgpt.com) through an integrated growth programme spanning branding, retail and e-commerce, contributing to an increase in turnover from €207,07 million to €214,92 million (+3,79%), the opening of 5 new stores in 9 months, +645% growth in Google Shopping clicks and over 51.599 Google Ads clicks with a CTR of 13,36%, well above sector benchmarks. ### Client Doreca Italia SpA ### Sector Retail · Ho.Re.Ca · FMCG ### Period Feb – Nov 2023 ### Channels TikTok · IG · Google · Meta ### Disciplines Brand Strategy · Paid Media · Content · Social ### Stores Supported 12 openings · Rome · Olbia · Pomezia KPI ## The Numbers Behind the Partnership Data verified from Google Ads, Meta Business Manager, TikTok Analytics and Google Analytics reports. TikTok Followers Purely organic growth from zero in a few months 0 TikTok views · 3 weeks Peak of 164.873 views in a single day 0 M Instagram Growth From ~1,000 to 5,747 followers · +71% in one month after the rebrand 0 % Total Google Ads Clicks Search Network CTR 13,36%. Industry benchmark 3–5% 0 Google Shopping Growth in product clicks versus the previous period 0 % IG Accounts Reached 99,5% new users. 1.140.000 total impressions 0 k [Immagine: Camion Doreca in un centro di distribuzione. Logistica e trasporti efficienti, spedizioni Doreca, Test.] The Context A leading Ho.Re.Ca. distributor chose Bliss to guide its evolution from traditional retail excellence to a **scalable omnichannel platform**. Doreca was not a simple digitalisation project but a complex system to be realigned: advanced logistics infrastructure, a dual target of trade professionals and consumers, a service promise built on speed, and a presence historically built offline. The challenge was not “going online” but **turning a solid operating model into a coherent, recognisable and measurable digital brand presence**, without compromising commercial pragmatism, sector authority or execution capability. KPI ## Revenue Trends Data verified by [Reportaziende.it](https://www.reportaziende.it/doreca_italia_spa_rm_03393240548) 2022 | Before Bliss € 0 Mln 2023 | During Bliss +3,79 % € 0 Mln 2024 | After Bliss -6,84 % € 0 Mln 01–07 ## Architecture of the Engagement Seven integrated workstreams to govern the omnichannel transition with a long-term approach. /01 ## Strategic Advisory ### Audit, Positioning & Roadmap Strategic marketing and brand positioning audit. Definition of customer archetypes, a unified message architecture, KPIs and omnichannel governance. Field immersion phase: operating stores, purchase flows, discussions with teams and HoReCa professionals. /02 ## Brand Identity & Experience ### Language Evolution A contemporary brand identity system built by subtraction. Removal of anonymous functional language, creation of a recognisable tone, continuity across digital, retail and local communication. /03 ## Campaign Architecture ### Integrated Communication System Campaigns designed as a coordinated system: digital growth, retail openings and local initiatives running simultaneously. Each opening treated as a local brand launch, with dedicated creative kits and highly memorable campaigns. /04 ## Digital Go-to-Market ### Building the Digital Face A content engine built on three registers: editorial, educational, and visual-cinematic. Involvement of Ho.Re.Ca. professionals, bartenders and trainers for a digital presence with qualified reach and a recognisable community. /05 ## Paid Media & Growth ### KPI-Driven Growth Omnichannel media planning, funnel-structured campaigns, continuous creative testing, optimisation and structured reporting. Bliss’s role as Strategy Advisor: integrated vision, control and performance. /06 ## Retail Activation ### Continuous Local Presence 12 store openings supported with dedicated creative, photo and video content, digital amplification and opening DJ sets. From 14 to 19 active stores in Italy between Feb and Nov 2023. /07 ## Data Insight ### Big Data + Small Data as a Decision-Making Lever Integration of media performance, digital analytics, demand signals and seasonality (Big Data) with direct in-store observation, conversations with customers and staff, and dialogue with Ho.Re.Ca. professionals (Small Data). A language credible to the trade and desirable to the consumer. DATA ## Performance Channel by Channel Verified data · TikTok Analytics · Meta Business Suite · Google Ads · GA4 · 2023 @doreca_ Followers 30.129 From zero — purely organic growth Cumulative Views · 3 weeks 2.500.000 Peak: 164.873 views in one day Net Followers · Week 1 +1.739 +6,81% net Net Followers · Week 2 +2.625 +9,54% net Video campaign impressions 783.975 TikTok Ads — partnership period Daily views record 164.873 Views in a single day Pinned Videos — Over 1M Views Each | Status | Content | Format | Views | | | --- | --- | --- | --- | --- | | 📌 Pinned | Craft beer shelf | Store Tour | 1.300.000 | ↗ | | 📌 Pinned | Bottle delivery unboxing | In-Store | 1.100.000 | ↗ | | 📌 Pinned | Beer shelf — store interior | Store Tour | 1.100.000 | ↗ | | 🔥 Viral | Mezcal Monte Alban | Store Tour | 1.000.000 | ↗ | | | Young woman in the wine aisle | Lifestyle | 719.000 | | | | Young woman, lifestyle trend | Lifestyle | 334.000 | | | | Man in car — drive-in | Humour | 277.000 | | | | Store interior, top shelf | Store Tour | 252.000 | | @doreca_ Audience Demographics · Age Range 55+ 31,2% 45–54 28,0% 35–44 22,9% 25–34 13,7% An unexpectedly mature, premium audience for TikTok — the 55+ age group leads with 31,2%. Consistent with Doreca's B2C beverage and Ho.Re.Ca. target. @doreca_unmondodabere Followers 5.747 From ~1.000 — +471% over the period Growth in One Month · Rebranding +71% @doreca_unmondodabere · monthly peak Accounts Reached · Total 552,000 Full management period Total Impressions 1.140.000 Entire collaboration period Net New Followers 1,153 Full management period Post Interactions +87% 1.197 content interactions Peak Period · Active Ads Accounts Reached · Peak 262.000 98,9% from ads Impressions · Peak 425.000 +65,4% vs prev. period Profile Visits · Peak 4.634 +42,8% vs prev. period Link Taps · Peak 538 +26,5% vs prev. period Top Posts by Organic Reach 🏪 Doreca Store Opening 104.319 All-time record — Rome event 🤖 AI vs Barman 68,417 Trend + viral creativity ❤️ Love = Doreca Store 54.296 Emotional storytelling 🍾 In-Store Checkout Counters 45.685 People + in-store engagement ✨ Luxury Turquoise Bottles 36.847 Product photography premium IG accounts reached: 403,389 — 99.5% new users. Net new followers in one month: 1,945. Content interactions: 7,950. Total Google Ads Clicks 51.599 36.811 Search + 14.788 paid Search Network CTR 13,36% Industry benchmark: 3–5% Website Views · Peak 264.000 +18,2% vs previous period Google Shopping Growth +645% Product clicks vs prev. period Google Analytics · Campaign Peak Sessions · Peak 57.728 +28,9% vs previous period Unique Users · Peak 40.774 +34,8% vs previous period Google Merchant Visits 12,940 Generated by Google Shopping Product Clicks · Peak 9.850 Google Merchant peak Search network CTR 13,36% — sector benchmark 3–5%. Google Shopping +645% product clicks compared with the period before Bliss Agency's involvement. Facebook Reach 462.128 +202,5% vs previous period Instagram Reach 552,607 +52.8% vs previous period Total Meta Impressions 1.624.145 14 campaigns running simultaneously Facebook Page Visits 10.543 +102,1% vs previous period New Facebook Likes 762 +0,7% community growth Simultaneous Active Campaigns 14 Facebook + Instagram + Audience Network Total aggregate Facebook + Instagram reach exceeding one million unique users. 14 campaigns covered awareness, consideration and drive-to-store conversion simultaneously. Store Openings Supported 12 Over 9 months of partnership Active Stores · End of Period 19 From 14 to 19 — Feb–Nov 2023 Record Reach · Single Post 104,319 Doreca Store Rome opening post Cities Covered 3 Rome · Pomezia · Olbia (Sardinia) 9 Months of collaboration Feb–Nov 2023 Period +5 New stores opened Store Opening Timeline · February – November 2023 February 2023 Engagement begins. **Strategic audit** and on-the-ground immersion in the operating stores in Rome. Definition of the omnichannel roadmap and KPIs. March – May 2023 Launch of **TikTok @doreca_** from scratch. Building of a content engine and serial in-store formats. Three videos pass 1M views. The account reaches **30.129 followers** through entirely organic growth. June – July 2023 Rome openings: **Fiumicino** (Da Vinci Village) and **Ostia** (Viale Paolo Orlando 18). Drive-to-store campaigns with local billboards and opening DJ sets. Google Shopping launch. August 2023 First Doreca store in Sardinia — **Olbia**. Editorial coverage in Costa Smeralda Magazine and Olbia.it. **Doreca Italia SpA / Olbia Calcio** partnership as main sponsor on all three 2023/24 kits. September – October 2023 **Roma Bar Show 2023** — Doreca official sponsor, interview on Mixer Planet. Instagram rebranding **@doreca_unmondodabere**: +71% followers in one month. 14 active Meta campaigns. November 2023 Eighth Rome store opens (26 November). **Organic reach record: 104.319** for the store opening post. Google Shopping +645%. Google Analytics 264.000 website views. End of period. Every opening supported with dedicated creative, Meta & Google drive-to-store campaigns, photo and video content, an opening DJ set and geotargeted digital amplification. BEFORE/AFTER ## The Transformation of the Digital Presence ### Starting Point ### No TikTok presence: a channel with high viral potential left completely inactive ### Instagram with ~1,000 followers, non-strategic content mix, no structured growth system ### Store openings in Rome with no digital amplification, no storytelling around the physical spaces ### Unstructured Google Ads, no active Shopping campaigns, untracked clicks ### Inconsistent visual brand identity across online and offline, no recognisable serial format ### 14 active stores. Expansion without a replicable launch system ### After Bliss Agency's Involvement ### TikTok from zero to 30.129 followers — 3 pinned videos 1M+ — 2.500.000 views in 3 weeks ### Instagram +471% followers — 552.000 monthly reach — 1.140.000 impressions — interactions +87% ### 12 store openings supported — record opening post with 104,319 organic reach ### Google Shopping +645% clicks — search CTR 13,36% (benchmark: 3–5%) — 264.000 site visits ### 403.389 IG accounts reached — 7.950 content interactions — 1.945 new followers in one month ### 19 stores active at close — a replicable, scalable local brand launch system PRESS ## Media & Press Coverage Every 2023 opening generated spontaneous editorial coverage in the leading trade publications. [Immagine: Logo Gambero Rosso, caso studio pagina numeri. Immagine di un gambero stilizzato sotto la scritta bianca.] [Immagine: Logo Affaritaliani bianco su sfondo grigio, pagina numeri casi studio. Notizie e approfondimenti dal mondo italiano.] [Immagine: Corriere della Sera logo. Caso studio e numeri di analisi su dati e statistiche. Approfondimenti e informazioni.] [Immagine: Logo Leggo bianco su sfondo blu-grigio. Pagina numeri casi studio esempio leggo.] [Immagine: Logo di Mixer Planet per la pagina dei numeri di casi studio. Mixer Planet, soluzioni innovative.] [Immagine: OlbiaPuntoit Quotidiano Sardo: scopri casi studio e numeri. News e approfondimenti dalla Sardegna. Approfondimenti e notizie locali.] [Immagine: Logo Gazzetta di Roma per pagina numeri casi studio. Notizie e approfondimenti da Roma e Lazio. Fonte di informazione e dati.] [Immagine: Logo di Italian Food Today, quotidiano della filiera agroalimentare. Numeri e casi studio del settore alimentare italiano.] [Immagine: Logo Costa Smeralda. Scopri i numeri e i casi studio della Costa Smeralda. Esplora le statistiche e le analisi del brand.] [Immagine: Logo RomaToday per pagina numeri e casi studio. Notizie e approfondimenti su Roma.] [### Doreca un mondo da bere: first store opens in Olbia Fine drinking has a new star. Within the Olbia branch, Sardinia's first Doreca Store has opened: a one-of-a-kind cash & carry that combines wholesale for Ho.Re.Ca. professionals Read the Article](https://www.costasmeralda.it/articolo/doreca-un-mondo-da-bere-apre-a-olbia-il-primo-store/) ### The new Doreca hubs in Cagliari and Olbia: 10,000 products for Horeca professionals The new Doreca Cash & Carry outlets in Cagliari and Olbia offer 10,000 products across wines, spirits and soft drinks, with a particular focus on local excellence [Read the Article](https://horecanews.it/i-nuovi-hub-doreca-a-cagliari-e-olbia-10000-referenze-per-i-professionisti-horeca) ### New Rome opening for Doreca, the wholesaler dedicated to the beverage world On 26 November, the eighth store of the "Doreca - Un mondo da bere" group opens in Rome: a beverage wholesale store boasting a range of over 7,000 products and a series of services dedicated to professional clients [Read the Article](https://horecanews.it/nuova-apertura-a-roma-per-doreca-lingrosso-dedicato-al-mondo-beverage) ### Olbia Calcio and Doreca Italia: the start of a new partnership for the sporting season Olbia Calcio and DORECA ITALIA SPA are pleased to announce the launch of a partnership for the 2023/2024 sporting season. [Read the Article](https://www.olbia.it/olbia-calcio-e-doreca-italia-linizio-di-una-nuova-partnership-per-la-stagione-sportiva-) ### Doreca, a world to drink: the store brand for drinks and spirits The Doreca un mondo da bere banner made its debut in Fiumicino (Rome), inside the Da Vinci Village shopping centre [Read the Article](https://www.gdoweek.it/doreca-un-mondo-da-bere-linsegna-per-bevande-e-alcolici/) ### Doreca – un mondo da bere The first Doreca Beverage Store opens for wholesale and retail sale of drinks. On Thursday 24 June, Italy's first Doreca-branded beverage store opens in Rome at 10.00 at via Cassia 1822 (Olgiata area). [Read the Article](https://www.gazzettadiroma.it/doreca-un-mondo-da-bere/) ## ADV Photography Campaigns for Retail Beverage & Ho.Re.Ca. ## High-conversion visual production for omnichannel campaigns Concept and production of ADV photography campaigns for the beverage, retail and Ho.Re.Ca. sectors, developed for Meta Ads, Google Display, outdoor advertising and trade materials. Every shoot was designed to strengthen the positioning of the Doreca brand through highly recognisable imagery, contemporary visual storytelling and content optimised for performance-driven and brand awareness campaigns. See the campaigns [Immagine: Cartellone Doreca: persone sorridenti con bevande. Un mondo da bere.] [Immagine: Ragazza con cappellino beve birra Heineken. Doreca offre birre artigianali e bevande fresche per bar e ristoranti.] [Immagine: Birra Ichnusa non filtrata Doreca: persone che bevono birra Ichnusa al tramonto, godendosi un momento di relax con vista sulla città.] [Immagine: Donna beve birra Corona al tramonto. Doreca offre birre artigianali e speciali. Gusta l'estate con Doreca.] ## Product Still Life for E-commerce, Social & Catalogues ### Premium commercial photography for bottles, spirits and beverage lines Professional still life photography for beverage, spirits, wine, beer and premium label products, for e-commerce, social media, advertising campaigns and retail materials. The production was built to enhance texture, packaging and the product’s premium perception, increasing visual consistency and perceived quality across all digital and physical touchpoints. See the still lifes [Immagine: Bottiglia Flùere, distillato analcolico. Nastro rosa. Doreca, bevande innovative.] [Immagine: Bottiglie di Amaro Jefferson su divano in pelle. Liquore artigianale calabrese, gusto unico.] [Immagine: Bottiglie di vino Doreca e birre artigianali italiane: Ichnusa, Messina, IPA 83, Collery, Primitivo di Puglia, Montiano. Selezione esclusiva per ristoranti.] [Immagine: Rum Santa Teresa 1796. Bottiglia di rum invecchiato, spezie e note aromatiche. Doreca.] [Immagine: Bottiglia di Champagne Jules Pierlot Doreca su tavolo verde al tramonto. Vini e spumanti pregiati.] ## OOH, Billboards & Vehicle Branding ### High-visibility outdoor communication across the local area Development of OOH campaigns, urban billboards and vehicle branding to strengthen the Doreca brand’s local presence. From retail posters to customised fleets, every asset was designed to increase memorability, local recognition and continuity across offline communication, digital advertising and retail activation. Explore OOH [Immagine: Cartellone pubblicitario Doreca: "E se ti dicessi che c'è una bionda ad aspettarti?" Nuova apertura 1 Luglio. Birra artigianale.] [Immagine: Cartellone Doreca: consegna bevande a Ostia in meno di 3 ore! Scopri la nuova apertura in Viale Paolo Orlando, 18.] [Immagine: Banner Doreca: un mondo da bere. Immagine di persone che sorridono e bevono, promuovendo Doreca per bar e ristoranti.] [Immagine: Cartellone Doreca con bibite "Una Favola tutta da scoprire!". Bevande Doreca fresche, un mondo di gusto italiano.] ## A bigger logo, to be recognised faster ### OOH and billboards designed to maximise brand recall and urban recognisability The **owners’** request was clear: the logo had to become the undisputed lead of the outdoor communication. In a high-traffic setting, where attention spans are measured in seconds, we turned this brief into a strategic brand awareness choice. **We completely rethought** the visual hierarchy of the OOH layout, enlarging the Doreca logo until it became the dominant element of the composition. The payoff and opening information were scaled back to support the main message, improving legibility, visual impact and recognisability even at long distance. **The result** is more direct, memorable and visually effective outdoor communication, designed to strengthen the Doreca brand’s local presence in the beverage and Ho.Re.Ca. sector. [Immagine: Cartellone Doreca a Ostia: scopri la nuova apertura! Un tappo simpatico ti aspetta in Viale Paolo Orlando, 18. Doreca, un mondo da bere.] [Immagine: Cartellone Doreca con birra Peroni: "Se famo 'na bira senza calippo?". Nuova apertura Ostia, Viale Paolo Orlando, 18. Ottima birra italiana!] [Immagine: Cartellone Doreca: "Siamo al mare." Aperol, Prosecco, nuova apertura a Ostia. Un mondo da bere per l'estate.] [Immagine: Auto Doreca personalizzata: un mondo da bere su sfondo nero. Vetrina dell'azienda Doreca, leader nella distribuzione di bevande.] ## Social, POP Materials & Point-of-Sale Communication ### Visual merchandising and retail materials for the in-store experience Creative design of PED, POP materials, displays and visual communication for retail stores and Ho.Re.Ca. outlets. A coordinated system designed to improve commercial legibility, brand recognition and visual impact along the purchase journey, integrating branding, product promotion and omnichannel identity. Explore the PED [Immagine: Bottiglie Gran Torino: Vermouth Rosso e Bitter. Doreca, aperitivo italiano.] [Immagine: Doreca: Peroni per la Festa del Papà. Bottiglie di birra Peroni con cravatta. Auguri da Doreca, il tuo mondo da bere.] [Immagine: Doreca: Bicchiere di birra con schiuma e impronta di rossetto, simbolo de "Il bacio più sincero". Partner affidabile per la tua attività.] [Immagine: Doreca: Celebrazione Giornata Mondiale del Sorriso! Gruppo di giovani sorridenti in magliette rosse. Trova l'astemio. Evento sociale.] [Immagine: Doreca su TikTok: segui il profilo @doreca_ per un mondo da bere! Scopri contenuti esclusivi e offerte speciali. Non fare il boomer!] [Immagine: Doreca: Peroni, birra italiana dal 1846. Scopri un mondo da bere. Se famo 'na bira senza calippo? Nuova apertura a Ostia.] [Immagine: Doreca: Bottiglie di champagne pregiato e Scrabble. Vini, spirits e frutta per un'esperienza di gusto unica. Scopri il mondo Doreca!] [Immagine: Gin Mundano Doreca: bottiglia di gin artigianale su sfondo rosa e viola. Doreca, un mondo da bere.] [Immagine: Donna rilassata sul divano Doreca legge rivista Vanity Fair con birra IPA. Stile di vita, relax, tempo libero.] ## Video Production for Events, Cruises & Brand Activations ### Dynamic content production for experiential events and hospitality Video and photo production during events, cruises, local activations and brand experience initiatives in the beverage and hospitality sector. Cinematic, social-first and vertical content for TikTok, Instagram Reels and ad campaigns, developed to increase engagement, organic reach and the brand’s perceived value. Explore the productions [Immagine: Donna barista prepara cocktail infuocato al bar Doreca. Evento con bartender che crea drink spettacolari.] [Immagine: Barman versa gin Bombay Sapphire in bicchieri con ghiaccio. Evento Doreca, cocktail e bevande alcoliche.] [Immagine: Bartender Doreca prepara cocktail artigianale. Barman esperto versa ingredienti. Bottiglie illuminate sullo sfondo. Evento esclusivo.] [Immagine: Doreca: Gruppo di donne sorridenti in abiti rossi che promuovono Gran Torino Aperitivo. Bottiglie e cocktail, evento promozionale.] ## Retail Photography for New Openings & Store Launches ### Visual documentation and storytelling for retail openings Professional photographic coverage of Doreca’s new openings across Italy, producing dedicated content for store openings, retail launches and drive-to-store campaigns. The images were used for digital PR, social media, trade press and local advertising campaigns, turning every opening into a scalable, high-impact communications asset. See the openings [Immagine: Insegna Doreca: un mondo da bere. Logo Doreca su sfondo grigio, con un albero sullo sfondo. Prodotti Doreca per bar e ristoranti.] [Immagine: Punto vendita Doreca: scaffali pieni di vini e liquori di alta qualità. Ampia selezione di bottiglie.] [Immagine: Divertimento allo store Doreca: due amiche ridono su un carrello pieno di Gran Torino Bitter tra gli scaffali di liquori.] [Immagine: Punto vendita Doreca: scaffali pieni di bottiglie di liquori e bevande alcoliche. Ampia selezione e vendita al dettaglio.] [Immagine: Scaffali di liquori e distillati Doreca, ampia selezione di bottiglie in esposizione per la vendita. Negozio fornito, assortimento alcolici.] [Immagine: Acquista bevande Doreca: due amiche felici con acqua e bibite. Seleziona tra l'ampia gamma di prodotti nel nostro store. SH-STORE-1.webp] [Immagine: Consegna Doreca: donna saluta con pacchi 'un mondo da bere'. Acquista online su Doreca per la tua attività. 153A9600-copia.webp] Let's talk We connect the dots, guided by process, powered by integration [Contact us](https://blissagency.it/contatti/)