Case study

International Brewing Group: SEA Strategy and Regulatory Compliance

A €1M/year multi-brand SEA strategy for a global brewer: glocal governance, age and context exclusions, 100% regulatory compliance and 20% less wasted spend.

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  • +20 years of experience
  • +85 M€ media budgets managed
  • 5,0/5 on Google
International Brewing Group: SEA Strategy and Regulatory Compliance

Global multi-brand strategy: mastering performance under tight regulatory constraints.

Managed budget€1M / year
SectorBrewing group · International
LeversSearch · Audience targeting · Key consumption moments
Key result100% regulatory compliance · −20% budget waste

1. Context and Stakes

The engagement covered a global brewing giant with a portfolio of premium brands distributed internationally. The main challenge was the need to deploy large-scale SEA firepower while scrupulously complying with local alcohol advertising laws, which often differ from one country to the next.

2. The Strategic Challenge

The Fast-Moving Consumer Goods (FMCG) sector linked to alcoholic beverages faces critical obstacles that our expert had to remove:

  • Legal compliance: Navigating between strict regulations (such as the Évin Law in France) and more open markets, without ever exposing the group to legal risk.
  • Image protection (Brand Safety): Guaranteeing that the group’s prestige brands are never associated with inappropriate content or shown to an underage audience.
  • Portfolio complexity: Orchestrating the visibility of several competing brands within the same group without creating self-competition on search engines.

3. Strategic Solutions Delivered

The approach led by our expert made it possible to industrialise performance while securing every euro invested:

A. « Glocal » architecture and centralised governance

We set up a unified account structure giving a global view of the million-euro annual investment, while creating agile sub-sets by country. This organisation harmonised brand messaging while adapting ads to local cultural and legal specificities.

B. Targeting engineering and audience exclusion

To meet social and legal responsibility requirements, we deployed advanced technical filtering layers:

  • Native demographic filtering: Using audience signals to systematically exclude age brackets below the legal limit.
  • Dynamic exclusion lists: Deploying negative keyword libraries to prevent any delivery on queries linked to young people or at-risk consumption contexts.

C. Alignment with key consumption moments

SEA was used as a lever for tactical reactivity:

  • Event-driven campaigns: Synchronising bids with major global sporting and festive events to capture purchase intent at the exact moment of peak demand.
  • Brand equity optimisation: Concentrating investment on high-value keywords to protect the brands against the rise of private labels and craft competition.

4. Results

The senior expertise we brought achieved standards of operational excellence:

  • Total security: 100% regulatory compliance across all campaigns, protecting the group’s global reputation.
  • Reach optimisation: Delivery concentrated on real consumers, cutting budget waste on unqualified audiences by 20%.
  • Global consistency: A unified, premium brand image across all markets, reinforcing the group’s authority against its direct competitors.

Methodological note: This case illustrates the ability to manage seven-figure annual budgets in environments where technical precision and compliance are the guardians of performance.

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