Benson Marketing Group

Founded in 2000, Benson Marketing Group has established itself as a preeminent marketing agency in the wine and spirits sector, offering services such as digital marketing, branding strategy, and PR. Known for its deep industry knowledge and partnerships, the agency has been pivotal in driving over $4B in annual sales through the wine industry’s direct-to-consumer (DTC) sales channel.

Inside the Enterprise: Who Is Benson Marketing Group?

With over two decades of experience, Benson Marketing Group has developed a strong expertise in B2C marketing, playing a pivotal role in advancing the direct-to-consumer sales channel in the wine industry. Their approach, characterized by an extensive client network and a commitment to driving sales and brand awareness, has earned them a distinguished reputation among well-known wine and spirits companies globally.

Founder’s Motive: The Why Behind the Sale

Founder Jeremy Benson, after two decades of leading Benson Marketing Group, decided it was time to transition towards a more family-oriented lifestyle, filled with travel and leisure. He approached Merge to find a partner that would not only expand the agency’s reach but also enhance the capabilities and opportunities for his dedicated team.

Founder’s Vision: Criteria for the Perfect Acquisition Fit

Jeremy envisioned a buyer that could scale Benson Marketing Group’s established services across its tenured client base and into new markets. The ideal partner would be a larger agency capable of cross-selling services and further establishing the agency’s footprint in the wine and spirits marketing sector.

Setting the Stage: Preparing Benson Marketing Group for Acquisition

Merge was tasked with preparing Benson Marketing Group for acquisition, highlighting its strong niche in the wine industry, established reputation, and deep client relationships that have set it apart in the marketing realm.

Attracting Suitors: Strategic Marketing of Benson Marketing Group for Acquisition

Leveraging its network of qualified buyers, Merge sought a strategic partner for Benson Marketing Group that would align with both the agency’s legacy and its culture, focusing on a seamless transition and continued growth.

Sealing the Deal: Perfect Matchmaking with the Ideal Buyer

The Brand Leader, known for its people-first ethos and expertise in strategy, design, and development, emerged as the ideal partner. This creative agency’s commitment to integrity, honor, and exemplary work ethic resonated with Benson Marketing Group’s values.

Unlocking Synergies: Positive Impacts Post-Transaction

The acquisition by The Brand Leader opened doors for Benson Marketing Group to provide PR capabilities to a wider client base and venture into the lucrative wine and spirits space. The synergy of their shared work ethics and passion for delivering results promised a dynamic path forward for both agencies.

Finding a New Home: The Merge Difference

Merge’s role in this acquisition was critical, successfully aligning Benson Marketing Group with a buyer that not only matched its strategic goals but also shared its cultural values, ensuring a prosperous and harmonious future for the agency under the new partnership.