Distilled spirit consumers are thirsty and not just those with sophisticated palettes. A rising trend surpasses simple tastings as distilleries are enhancing their offerings through tasting tours, storytelling, and even behind-the-scenes access to the distillation process. Some craft distilleries are expanding visitor centers and offering personalized experiences and even retreats to cater to younger affluent tourists. Millennials just love experiences.
One of GAP’s clients, a premier distilled spirits company, created an exclusive and private experience for lucky tastemakers to select a barrel they can own. Promoted as “extraordinary private barrels from world-class distilleries,” events like this rely on many moving pieces to come together seamlessly.
These unforgettable experiences demand the right technology to support everything that happens behind the scenes to unfold without a hiccup. That’s where Growth Acceleration Partners (GAP) comes in.
Personalized Spirits Platform
Initially, the software application was built on CakePHP which handled everything from consumer orders to backend administration. In 2023, the GAP engineering team moved the code serving consumers to a Ruby on Rails application. The code move also included a redesigned interface and allowed for more flexibility managing the consumer experience while still integrating with the administrative side of the platform.
Now the customer experience no longer begins when they walk through your doors — it starts the moment a customer visits a website. Every personalized barrel journey kicks off by creating a membership account, setting the stage for a memorable custom-crafted and curated experience from the very first interaction.
The platform serves consumers and retailers ordering barrels of bourbon. The platform also manages every step in the process including:
- User accounts
- Barrel inventory
- Sales allocations
- Ordering process
- Boomerang orders
- Selection of bourbon during distillery experience
- Samples in the mail
- Customization of bottles and barrels
- Bottling queue process
- Shipping
The admin section manages everything from barrel inventory to sales allocation and remains separate but connected from a technology standpoint. The GAP engineering team optimized the platform for specific users — whether they were consumers looking to buy a barrel or retailers managing inventory. With over 40,000 individual accounts — including liquor stores, bars, distributors, brand families, and individual consumers — the platform accommodates a diverse set of needs.
Simplifying the Complex
Behind the scenes, the system manages a lot more than just customer orders. One of the most complicated aspects is managing the inventory and allocation process of the barrels.
The distillery releases a limited number of bourbon barrels annually and the allocation process is highly competitive. It's like trying to get tickets to a Taylor Swift concert and a live episode of Saturday Night Live at the same time — they are notoriously hard to get and everyone's out for barrel bragging rights!
Initially barrels are allocated to sales teams who in turn distribute them to liquor stores and bars. Some barrels are also offered through consumer lotteries where lucky winners get the privilege of purchasing their own barrel. This process along with managing orders and shipping is a logistical challenge. And the tech platform has been instrumental in making it all run smoothly.
Simply put, the program is designed to facilitate the sale of spirit barrels to both individual customers and commercial accounts. The platform makes it possible to manage the whole process start to finish including managing product allocation, tracking inventory and integrating the various roles across the entire supply chain — spanning sales, marketing, design, warehousing, bottling, and delivery. This comprehensive system ensures smooth operations throughout, from placing an order to final delivery.
Distinctive Craftsmanship and Personalization
A focal point of the distillery's offering is the extensive range of personalization options available to customers. From selecting a barrel to customizing the label on the bottles, customers can make the experience uniquely their own.
The system even allows aficionados to "boomerang" their barrels — meaning once the bourbon is emptied, the barrel can be sent to Mexico to be used for aging tequila and then returned for further use. For the discerning bon vivant, the distillery offers the expertise of a master craftsman to transform your barrel into a piece of distinctive and functional furniture (such as tables or benches).
Giving users the ability to customize their visit to include a tour, lunch, or tasting requires integrating with third-party systems such as WRSTBND for scheduling visits and on-premise activities and email marketing platforms like AlchemyWorx to keep customers informed throughout the process. A medallion builder allows customers to design labels that are printed and applied to the bottles before they are shipped. These high-end finishing touches make each bottle resemble a masterpiece.
Tradition Meets Innovation
The bourbon spirits market was valued at $8.4 billion in 2023 and is projected to reach $16.8 billion in the next decade. The demand for premium distilled spirits will continue to grow as consumers – particularly millennials and Gen Z – search for craft spirits that offer a richer, more authentic experience. And in an industry where tradition meets innovation, the tech platform GAP manages serves as a prime example of how technology can enhance the experience of enjoying a remarkable spirit.
Also, across all industries, personalization and customization will continue to serve as ways for both start-ups and big brands to stand apart from their competitors. Not only does it give the customer more decision-making power, studies have shown it can increase brand loyalty up to 45%. And a report from McKinsey & Company showed high-growth companies drive 40% more of their revenue from personalization than their slower-growing counterparts.
Companies who tap into innovation are driving this growth. GAP’s client is setting itself up for long-term success, offering a unique and memorable experience that’s as smooth as the bourbon itself.
