DRINKS acquires Electriq Marketing to boost alcohol e-commerce

LOS ANGELES–(BUSINESS WIRE)–DRINKS, the leader in alcohol e-commerce, announced the acquisition of Electriq Marketing, a Shopify-focused digital loyalty and growth agency. With this acquisition, DRINKS now provides all the technology and expertise needed to start, manage and grow the online liquor category.

DRINKS’ pioneering Wine as a Service (WaaS) platform enables top brands, retailers and marketplaces to offer their customers door-to-door liquor delivery across the country in full regulatory compliance. DRINKS powers this new alcohol e-commerce operating system with artificial intelligence, machine learning, computer vision and natural language processing to provide its partners with data-driven insights that generate personalized shopping experiences that build customer loyalty.

“I am thrilled to welcome the awesome Electriq team to the DRINKS family,” said Zac Brandenberg, co-founder and CEO of DRINKS. “Electriq is a strong strategic fit for DRINKS and the combination of our companies will create an unparalleled solution to drive the growth of the next generation of marketers in the $250 billion liquor category.” Immediate impacts will be felt with the new Electriq division beginning to manage customer lifecycle marketing for The Wine Shop on the Instacart marketplace and supporting new WaaS partner integration efforts with online stores powered by Shopify. .

Electriq enables rich customer experiences that improve businesses through improved retention and increased customer lifetime value. The agency serves a diverse range of 50 clients in physical and online retail and will continue to expand its client list as a division of DRINKS. A leader in the Shopify ecosystem, Electriq is a Klaviyo Elite Master Partner, Attentive Pioneer, Recharge Premier Partner, and Certified Partner with Shopify, Rebuy, Okendo, and other industry leaders.

“It’s really exciting to be part of this journey. Combining Electriq’s tenacious team of e-commerce professionals and remarkable portfolio with DRINKS will create a comprehensive solution capable of delivering sustainable competitive advantage in alcohol e-commerce,” said Brandon Amoroso, Founder and CEO. of Electric. “Merging DRINKS’ market leadership and world-class partner roster with Electriq’s proficiency in the Shopify ecosystem is a watershed moment for the digital evolution of the alcohol industry.”

DRINKS will combine its expertise in navigating the complexities of alcohol e-commerce with Electriq’s proven framework for driving consumer demand and loyalty to create a full-service offering in the rapidly growing alcohol category of the e-commerce. The company is leveraging its broader service offering to support its partners with both its WaaS platform and its new Electriq growth marketing division.

Following the acquisition, Electriq will bring the knowledge and marketing expertise of its 40 employees, including 9 Shopify developers, to the DRINKS team. It will also add its 392% year-over-year growth to DRINKS’ existing revenue stream.

For more information on the combined company, visit: https://www.drinks.com/


DRINKS connects retailers, brands and marketplaces to the $250 billion alcohol market and powers their alcohol e-commerce programs. The company’s innovative Wine as a Service (WaaS) platform enables its partners to safely and conveniently bring adult beverages to their customers across the United States in 1-2 days. DRINKS powers alcohol e-commerce with its patented DRINKS IQ technology, which enables retailers to leverage AI-powered predictive merchandising and marketing to personalize the customer experience. DRINKS has been named one of the best places to work by Built In LA for the past four years, one of America’s Top Startup Employers by Forbes for the past two years, and has been recognized as the Sales Model most innovative retail by Modern Retail in 2020.

About Electric Marketing

Electriq Marketing is a retention and growth agency built for the forward thinking brand DTC. Electriq’s proprietary process uses customized growth-focused plans for customers to increase customer lifetime value and create a strong, sustainable platform for growth. Electriq is one of the fastest growing agencies in North America and has achieved Klaviyo Elite Master Partner, Recharge Premier, Attentive Pioneer, and Shopify Certified Partner status.

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