Klaviyo helps The Bottle Club scale to deliver targeted journeys across 8,000+ SKUs

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The Bottle Club is an online alcohol retailer on a mission to make alcohol more approachable and easier to shop. With over 8,000 products from 1,000 brands, they serve a broad audience, from everyday buyers to luxury collectors, with storytelling and content that demystifies premium drinks and elevates the retail experience.

Learn how The Bottle Club used Klaviyo to deliver nuanced, smart messaging

Challenge 

The Bottle Club’s initial marketing strategy focused heavily on acquisition, with the majority of customers acquired via paid Google Shopping. While this drove short-term growth, it also exposed a deeper issue: many customers were not sticking around. 

The team’s email sign-up strategy, rooted in gamified spin-to-win popups, brought in volume but not insight. In particular, there was no way to tell whether a shopper was buying for themselves, sending a gift, or planning a party. The Bottle Club wanted self-purchasers to see new releases tailored to their product affinities, while gifting customers needed to receive messages inspired by their purchase journeys. The messaging platform they were using couldn’t deliver this.

The result? Generic flows, limited segmentation, and too many one-size-fits-all campaigns. 

The Bottle Club needed to refresh their marketing tools to use data, design mobile-friendly emails and build retention journeys that scaled with their ambitions for their mobile-first audience.

Solution 

The team switched from their old messaging platform to Klaviyo for two key reasons: its seamless Shopify integration and its flexible data model. Harnessing Klaviyo’s sophisticated messaging platform and its associated integrations, The Bottle Club could replace generic email communications with intelligent, customer-centric messaging and journeys rooted in behaviour and purpose. 

The Shopify integration in Klaviyo proved to be a game-changer. For the first time, the team was able to push metadata from orders into Klaviyo. This created an up-to-date view of customer preferences at the individual level. Using Shopify Checkout Blocks, The Bottle Club added a mandatory question to every order: “Who are you buying for?”. The response (self, gift, hosting, etc.) was then stored in Klaviyo as a customer property, enabling targeted flows and campaigns. 

With Klaviyo, The Bottle Club no longer relied on a strategy of generic batch-and-blast emails. New campaigns reflected who the customer was and what their purchasing journey had been.

The Bottle Club also took full advantage of the potential of Klaviyo’s visual email builder. With 80% of customers browsing on mobile, the team were at last able to easily design emails that look great and convert well on smartphones, thereby solving a long-standing design bottleneck.

Klaviyo is our source of truth. It is not just a marketing tool—it is the brain behind how we communicate, personalise and build relationships at scale

Strategy 

The Bottle Club’s strategy with Klaviyo is built around three pillars: 

• Sophisticated customer segmentation: Each customer is tagged based on who they bought for, product preferences (e.g. whiskey lover, wine buyer), and behavioural history. These dynamic segments power flows and campaign exclusions. 
• Intelligent flows that drive sales: Flows are designed to not only cater to each segment but move customers between them. For instance, someone buying gifts is gradually encouraged to buy for themself, while people who already buy for themselves are encouraged to host or gift with larger orders. 
• Tech integration via Klaviyo: Beyond Shopify, The Bottle Club leverages integrations with Gorgias for support, Rebuy for upsell data, and Judge.me for reviews, with plans to integrate review triggers into Klaviyo flows. 

The Bottle Club continues to expand its use of Klaviyo. Their future goals include using Klaviyo Service to bring customer service touchpoints into Klaviyo for better sentiment tracking, experimenting with push notifications and testing Klaviyo’s new Customer Hub for post-purchase engagement.

I would absolutely recommend Klaviyo to businesses like ours. Especially if you are a multi-brand retailer with a wide SKU base—Klaviyo gives you the tools to build meaningful journeys at scale