E-commerce alcohol company gets Shopify expertise boost

An e-Commerce alcohol company, named Drinks, has acquired Electriq Marketing to use its Shopify expertise to sate demand for online sales.

With this acquisition, Drinks has revealed that it can now provide “all the technology and expertise necessary” to start, run, and grow the e-commerce alcohol category.

Drinks’ Wine as a Service (WaaS) platform, which already gives brand owners and retailers the chance to offer customers nationwide home alcohol delivery with full regulatory compliance, is set to become more empowered with the buyout.

Drinks, which will now powers a new operating system for e-commerce alcohol with artificial intelligence, machine learning, computer vision, and natural language processing, has revealed that it will be ready to give its partners data-driven insights that generate personalised shopping experiences and drive customer loyalty.

Zac Brandenberg, co-founder and CEO of Drinks said: “Electriq is a strong, strategic fit for Drinks and the combination of our companies will create an unrivalled solution to supercharge growth for the next generation of marketers in the US$250 billion alcohol category.”

Brandenberg explained how immediate impacts will be felt with the new Electriq division beginning to manage customer lifecycle marketing for The Wine Shop on the Instacart Marketplace as well as support onboarding efforts for new WaaS partners with Shopify-powered online stores.

Brandon Amoroso, founder and CEO, Electriq pointed out that “fusing Drinks’ market leadership and roster of world-class partners with Electriq’s proficiency in the Shopify ecosystem is a watershed moment for the digital evolution of the alcohol industry”.

Electriq, which already services a diverse range of 50 clients in brick and mortar and online retail, has said that it will continue to scale its client roster as a division of Drinks. Meanwhile, Drinks will leverage its broader service offering to support partners with both its WaaS platform and its new Electriq growth marketing division.

As a result of the acquisition, Electriq is due to bring the marketing insights and expertise of its 40 employees, including nine Shopify developers, to the broader Drinks team. Additionally, the agency will also be adding its 392% YoY growth to Drinks’ existing revenue stream.