Craft Gin Club doubles subscribers in 18 months
Subscription service the Craft Gin Club reached the milestone of 100,000 members this month, boosted by the rise of at-home drinking.
Launched in 2015 by Jon Hulme and John Burke, the Craft Gin Club is the UK’s largest gin subscription service. In 2016, the founders secured an investment of £75,000 (US$98,500) on BBC television series Dragons’ Den.
The UK-based club’s membership grew 66% in the last year to more than 100,000 gin drinkers.
Hulme, co-founder and managing director, said: “Craft Gin Club’s membership has doubled from 50,000 members to 100,000 in just 18 months. This is a huge milestone and a testament to our incredible Craft Gin Club team and members, who are at the heart of our business.”
At the end of September, year-to-date revenue was at £14.8 million (US$19.5m) compared to £8.4m (US$11m) for the same period in 2019 – an increase of 76%. The Craft Gin Club has sold the equivalent of one G&T every two and a half seconds.
Boosted by the consumer shift to online shopping during the lockdown, the Craft Gin Club saw a 100% increase in monthly subscriptions, while its new online shop generated 500% growth year-over-year.
Hulme added: “As e-commerce continues to accelerate in the UK and globally, we have invested in our online shop by expanding the range and refining the user experience. We feel incredibly proud and lucky to see such strong growth and member engagement, despite these challenging times.”
The Craft Gin Club created a number of new experiences, including an online cocktail quiz, which generated more than 280,000 participants. The subscription service also hosted weekly Facebook Live cocktail hours shortly after lockdown began.
In addition, the Craft Gin Club’s blog has received 2.9m visitors and 4.7m page views, an increase of 76% and 80% respectively on the previous six months before the lockdown.