5 Drinks Brands Doing DTC the Right Way

Direct-to-consumer (DTC) is no longer just a clever sideline for drinks brands – it’s a fast-evolving sales and brand-building engine. After years of pandemic-driven spikes and subsequent corrections, ecommerce sales of alcoholic beverages are forecast to surpass $36 billion by 2028, reflecting a 20% increase in value over the next five years. And while some brands still treat it as a glorified online shop, others are turning it into a powerful space for product testing, loyalty building, and creative storytelling.

In this article, we’re diving into five drink brands – from emerging aperitifs to whisky giants – that are raising the bar on what great DTC looks like. Whether you’re a startup or an established player, see who’s nailing it and sharpen your own strategy.

What Separates Great DTC from the Rest?

Before we look at the brands, here’s what consistently shows up in the best DTC models in drinks:

• An exceptional customer journey – from a smooth UX to unboxing moments that delight.
• Personalisation with purpose – personalisation is a MAJOR trend so gifting experiences that feel truly tailored.
• Community-building – email content, storytelling, and engagement that deepens relationships beyond the sale.
• Limited drops and exclusives – a smart way to test products, build buzz, and reward loyal fans.
• Data-backed decision making – from A/B testing copy to learning what SKUs drive repeat purchase.

Now, let’s get into the brands walking the talk.

1. Haus: Direct-to-Community

Haus launched with a mission to redefine the aperitif for a new generation. Their entire business was built DTC-first — from product development to storytelling. They created a clear aesthetic, flavour-forward range, and ran the entire sales journey through their site. Flavour kits, early access drops, and emails written by the founders created a sense of community and authenticity.

Why it stood out:

• Sampling reduced friction: Their “Haus Sampler Kit” let people try four flavours before committing — smart for an unknown format.
• Transparency built loyalty: Founders regularly shared insights into growth, setbacks, and product plans via email.
• Community shaped product: Surveys and email feedback loops guided the launch of new SKUs.

Actionable takeaway:
If you’re creating a new category or trying to change consumer behaviour, DTC gives you the tools to educate, involve, and adjust in real time. Use it.

2. Whitebox Cocktails : Drop Culture Meets Ready-to-Serve

Whitebox is clever in a few ways. They have a fully operational brand lab, validating new products online before pitching to retail. Aside from this, through special editions, their email list becomes the front line for product drops, which drives curiosity and consistent interest in the brand.

Why it works:

• Hype drive sales: Collaborations with brands like Mr Lyan drives hype and builds new product anticipation.
• Social design fuels UGC: Their aesthetic makes the cans a feature on social, not just functional packaging.
• Operational agility: DTC lets them test formats like mini mixed boxes, trial flavours, and validate.

Actionable takeaway:
Treat DTC as a stage — not a shelf. Make your launches performative, limited, and worth talking about. If people are proud to post what they bought, you’re winning.

3. Jura Whisky: Personalised Gifting with Impact

Jura’s personalised bottle offering isn’t an afterthought — it’s a full microsite designed to make the gift-giving process smooth, beautiful, and emotionally meaningful. From label customisation to handwritten notes, it turns a bottle into a memorable experience and creates a powerful rate of sale driving thorugh gifting.

Why it works:

• High-margin upgrade: Customisation and premium packaging add perceived value — and profit.
• Occasion-led marketing: Jura pushes this hard around key dates (e.g. Father’s Day, Christmas), with tailored site content.
• Mobile-first design: The UX is fast and polished, making it easy to convert on impulse.

Actionable takeaway:
DTC is the perfect home for gifting. Build your strategy around occasions, not just consumption. People want to gift great drinks — help them do it better than Amazon or a supermarket.

4. Pentire: Content-Driven Customer Growth

Pentire’s DTC model feels less like a shop and more like a club. Everything from their Instagram to email newsletters tells the story of coastal living, mindful drinking, and sustainability. The DTC channel reflects this ethos — thoughtful bundles, seasonal offers, and a tone of voice that educates without preaching.

Why it works:

• Content builds emotional equity: Emails feel like mini-magazines — with cocktail ideas, behind-the-scenes stories and complementary lifestyle content.
• Bundles aid discovery: Product pairings and gift sets encourage trade-up and help new customers navigate the range.
• Values drive loyalty: Their transparency around sustainability and ingredient sourcing resonates deeply with their core audience.

Actionable takeaway:
If you want long-term customer value, your DTC experience should reflect what you stand for. Don’t just sell products – communicate with your community in a way they understand..

5. Botivo: Trial, Trust, and Transparency

Botivo entered the growing aperitif market with a bitter, botanical British twist. But they knew it was a category that was entrenched in comms about health and wellness. In essence, it was a category that lacked fun. Their DTC play focuses on education, flavour-first storytelling and a sensational brand/unboxing experience.

Why it works:

• Storytelling & education: as a nascent category building intrigue and delivery consumer education is key
• Tone builds trust: Founder-written emails and packaging with honest, direct copy build emotional credibility.
• Leverage of brand: they have crafted a beautiful brand and fully leverage this via DTC unboxing experience and comms

Actionable takeaway:
Use DTC to leverage storytelling and create remarkable unboxing moments that drive word of mouth and emotional recall.

Final Thoughts: How to Raise Your DTC Game

DTC isn’t just another route to market — it’s a platform for experimentation, education, and emotional connection. Whether you’re launching something new or looking to sharpen your existing offer, these five brands show there’s no one-size-fits-all model — but there are patterns worth following.

Here’s what you can do today:

• Offer a trial or tasting format online — reduce the barrier to entry
• Build a limited edition product drop and promote it to your email list
• Create a seasonal gift experience that feels truly premium
• Reframe your email marketing as content, not just promotion
• Use your DTC sales data to guide what you launch, when, and how

DTC lets you own the entire customer experience — don’t waste that opportunity. When done well, it’s not just another sales channel, it’s another key channel where brands get built.