Over the past few years, the market for mail-order meal and cocktail kits has exploded as people sought creative ways to enjoy restaurant-quality food and drinks at home. Chefs transformed signature dishes into DIY boxes, as bars took advantage of relaxed liquor laws with delivery-friendly drinks.
But getting products into customers’ hands is just half of the puzzle—the rest is designing the experience. That’s the music humming from the speakers of a beloved bar, the plates and glassware on the table, and, of course, the people who gather around you.
For Shaker & Spoon, maker of subscription cocktail boxes, experience is everything. Each box holds the ingredients and tools you need to make 12 great cocktails (minus the alcohol), all based around a single spirit. (Think Bring on the Bourbon, Añejo, Let’s Go!, and Rum’s the Word, to name a few.) Beyond that, there are recipe cards, videos, music playlists, happy hours, food pairings, and much more to bring the party to life. The Shaker & Spoon team calls the whole package a “360-degree experience.”
“Our product is not just the physical stuff you get in a box—there are a lot of subscriptions like that, and that’s not us,” says co founder and Chief Brand Officer Anna Gorovoy. “We have every element you want around your cocktails. The through-line is the experience and connection with your loved ones and with a greater community.”
Read on to learn how Shaker & Spoon has brought their subscriptions to life with a tight-knit community and experiences to remember.
Raise a glass, wherever you ar
Shaker & Spoon hits a sweet spot with its boxes, which are perfect for in-person or remote gathering. Especially during the pandemic, they helped people struggling with isolation.
“When people were in lockdown, they were really looking for that connection,” says Gorovoy. “I know we’re not out there saving lives every day, but I’m really proud of the work that we did. We got a lot of feedback from our community saying, ‘this kept me sane,’ or ‘this was a lifeline for me.’
One way that connection occurs is through gifting. Part of what makes Shaker & Spoon subscriptions a special gift is the experiential aspect—a parent might send a subscription to kids who live all over the country, for example, who can all redeem it at the same time and jump on a virtual happy hour. Remote office workers might do the same with their corporate teams.