Shaking up the traditional spirits market with Au Vodka

“Initially, we were trying to cope with the fulfilment load in-house, but we found ourselves limited by what we could offer and it was becoming difficult to keep our customers happy. Now, with Huboo’s help, we can switch off from day-to-day logistics and focus on market domination!”

Au Vodka is one of the most sought after vodka brands in the world. Founded by two best friends – Jackson Quinn and Charlie Morgan – in Wales back in 2015, the brand has spent the past eight years mixing things up in the vodka category, from the introduction of its striking signature gold bottles and handcrafted pewter labels to its ultra premium selection of palate-tingling vodkas. Au Vodka has established a reputation for providing luxury products at affordable prices, and built a lively community of spirits lovers desperate to get their hands on its latest creations.

Part of Au Vodka’s success stems from the business’s ability to piggyback on calendar dates and seasonal trends with highly original, attention grabbing products – from limited edition bottles commemorating the King’s Coronation to its Pink Lemonade summer bundles.

“Au Vodka is an incredibly agile business, and in Huboo, we have a fulfilment partner that is consistently able to react quickly to last-minute concepts, offering us advice and ironing out any issues along the way,” explains Jordan. “We’re always looking for ways to surprise and delight customers, we love the fact that Huboo lets us personalise our already distinctive packaging with things like gift boxes and seasonal stickers – something you can normally only do when you’re handling orders in-house.”

Going for gold with brand ambassadors

For some businesses, launching so many different products quickly can dilute the potency of the brand itself. Not so in the case of Au Vodka – an excitable 385,000-strong Instagram and TikTok following literally cannot get enough of the brand’s product innovation, and Au Vodka has become adept at driving online engagement in the run up to each new launch to maximise interest and drive sales.

Au Vodka has also done a brilliant job of reaching younger audiences through its ‘Gold Gang’ of ambassadors. Inspired by the brand’s iconic gold bottles, this influencer programme includes rappers AJ Tracey and Big Narstie, DJ Charlie Sloth and boxer Floyd Mayweather, with Au Vodka running regular giveaways and partnerships through the Gold Gang to get people excited and grow its following.

“Our strategy is to maximise FOMO, whether we’re launching a new flavour, a limited edition, or one of our brand extensions, such as ice lollies, merchandise and gift sets,” says Jordan. “But this game plan only works if we can deliver the goods and ensure no Au Vodka fans actually miss out. We share our marketing plans with Huboo well in advance of every launch so that we can collaborate around inventory plans, staff the launches accordingly, and ensure that demand is met from the get-go.”

“Alongside this, we’re busy building long-term relationships with every Gold Gang member, as they are the voice of our brand. Through Huboo, we know we can always get new products to the Gold Gang ahead of their deadlines, giving them the time they need to instil their unique personality on all of the Au Vodka content they create.”

Capitalising on the overlooked D2C opportunity

Major alcohol brands have been surprisingly late to embrace direct-to-consumer (D2C) eCommerce, despite the pandemic and continued rise of online shopping leading to a boom in home consumption. Their loss is Au Vodka’s gain – the brand has quickly become an example of best-practice D2C marketing, with a large number of all products sold directly via the company’s website.
“We were quick to spot this gap in the D2C market and have seen amazing results targeting Millennials and Gen Z who much prefer eCommerce to in-store shopping,” says Jordan. “Our model makes it much easier to expand our product lines and reach, learning from a wealth of digital customer data to drive future product innovation, safe in the knowledge that whatever we come up with next, Huboo will be able to fulfil it.”

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