US e-commerce company Thirstie has raised $7 million in a Series A funding round and has partnered with AB InBev-backed Drinkworks.
Thirstie’s platform allows shoppers to order alcohol from the websites of brands, while providing brands with consumer insights analytics and the ability to measure the return on investment of marketing expenditure.
It said that with today’s emphasis on e-commerce, alcohol brands are increasingly working to create direct relationships with consumers and provide them with a superior user experience.
Funds will be allocated towards its product roadmap, rolling out a new data sharing platform, and enhancements that will enable alcohol brands to offer “advanced payment methods, personalised products and customisable subscription plans”.
Thirstie also announced its integration with Drinkworks – the joint venture between Keurig Dr Pepper and Anheuser-Busch – to deliver “a seamless e-commerce experience” across its portfolio.
Visitors to the Drinkworks website can now purchase alcohol directly without needing to redirect to a third-party point of sale. This streamlined capability is said to be critical for Drinkworks, as it sells both hardware and alcohol products.
Thirstie CEO Devaraj Southworth.
Devaraj Southworth, CEO and co-founder of Thirstie, said: “Drinkworks understands that the current dynamic of alcohol e-commerce limits them in providing the smoothest possible point of sale. The most important component of our platform is the behavioural and transactional data we are able to provide to liquor brands, which have historically been lost through selling on third-party sites.
“With these additional funds, we’ll be able to make significant new strides to help companies like Drinkworks connect the dots behind these data points to drive smarter business decisions.”
Last November, Drinkworks released the Drinkworks Home Bar, an appliance that prepares cocktails, beers and ciders at the touch of a button.
“The Drinkworks Home Bar is uniquely suited for e-commerce when compared to traditional alcohol offerings,” said Nathaniel Davis, CEO of Drinkworks. “We knew a unique partner would be required to create the experience we envisioned.
“With Thirstie’s solution, a customer can explore, select and purchase our full Home Bar offering on Drinkworks.com, creating a truly remarkable customer experience.”
© FoodBev Media Ltd 2019
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