Challenge: Flaviar needed to grow referrals and measure campaign success.

Even before it launched its first tasting box, Flaviar was confident that new members across Europe and the United States would be passionate about the product and would want to share that passion with friends and family.

To make referring easy, Flaviar needed an intuitive and user-friendly referral program to help people connect over their mutual love of spirits.

As a data-driven organization, Flaviar also needed a built-in way to measure the impact of referrals on new members and revenue. Digging into the analytics of referral campaigns would help the company refine future growth initiatives.

“We started with a hypothesis: If our members are satisfied and happy with our product, they’ll share it with friends and family. That was the goal behind adding a referral program, and it’s worked out well.” —Matija Valinger Sluga, product manager, Flaviar

Flaviar Logo


Food & Drink


United States

Flaviar is the world’s largest premium spirits club that offers a better way to experience premium whiskey, rum, gin, and other spirits. Every quarter, members get a free tasting box with three sample-size spirits, plus a complimentary full-size bottle shipped to their door. Members also get exclusive access to rare and original spirits, booze-themed events and tastings, free shipping, and more


Referral revenue growth year-over-year


Increase in total shares


Increase in total conversions per month

Solution: Friendbuy’s unlimited campaigns made it easy to market multiple subscription programs.

The best part of the Friendbuy solution? This “basic program was turnkey,” according to Product Manager Matija Valinger Sluga. With the help of Friendbuy, Flaviar got widgets and pop-ups set up and learned how to easily manage campaigns—from reward adjustments to simple copy changes.

The Flaviar team also wanted to be able to launch a “supreme program” that would adjust rewards for their different membership tiers, ultimately rewarding their most loyal customers with higher-value rewards, which was completed without any additional development effort for the team.

Some of Flaviar’s most successful Friendbuy-powered referral events included:

  • A Father’s Day event that gave a discount when members referred their fathers so they could taste together. 
    • Traffic to the widget increased by 75 percent for advocates, and engagement increased by 65 percent. 
  • A National Friendship Day event that encouraged members to refer friends and raise a glass together, even if they couldn’t be together in person.
    • Sharing increased by almost 24 percent.

“The Friendbuy team is really approachable,” Sluga said. “They take the time to analyze our requests, and even minor issues are taken seriously. It’s been great working with them. We’re really happy.”

Results: Flaviar saw a 256 percent increase in referral revenue year over year.

Since the launch of the Friendbuy-powered referral system, Flaviar referral shares have increased by an average of 130 percent. More important, total conversions are up by 300 percent each month and referral revenue has grown by a whopping 256 percent year over year.

While Flaviar’s referral program was an important area of business since its inception, it became especially essential during the COVID-19 pandemic.

Pre-pandemic, referrals accounted for an average of 6.2 percent of Flaviar’s total new subscription revenue. In just five months, that number grew to 9.2 percent of total revenue and continues to rise, thanks to Flaviar’s commitment to remaining agile in these challenging times.

“When we launched, the results were just … wow. We’re talking about 500+ new members per month through referrals at the height of our member acquisition.”

Matija Valinger Sluga

Product Manager, Flaviar

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