E-commerce firm Cocktail Courier buys software firm Thirstie

Cocktail Courier, a US e-commerce cocktail company, has acquired Thirstie, an enterprise software provider.

ShakeStir, the company behind Cocktail Courier, said the deal could help the alcohol brands it works with.

Founded in 2014, Thirstie works with e-commerce brands by providing them with software for their online storefronts and consumer analytics. Two years ago, Thirstie obtained investment from the American distribution giant Republic National Distributing Company.

Cocktail lovers can order cocktail kits and gift sets through the Cocktail Culture website. The kits are centered around cocktails like the margarita or cosmopolitan, and feature brands like Campari’s Grand Marnier and Wild Turkey Bourbon.

Cocktail Courier says its business enables brands to “grow revenue, build engagement and leverage valuable consumer insights.”

In a statement, ShakeStir, which does business as Cocktail Courier, said the deal “will enable new consumer experiences on alcohol brand websites.” The deal, it added, will enable brands to offer bottles and “online-exclusive products” such as cocktail kits to consumers through their websites.

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Following this agreement, ShakeStir’s cocktailcourier.com website will use Thirstie’s technology.

The combined business is expected to “achieve profitability post-integration, with accelerated growth of both solutions,” the statement said.

Scott Goldman, who founded Cocktail Courier in 2014 and is its CEO, said: “The Cocktail Courier/Thirstie combination positions us well to accelerate our growth and make more strategic acquisitions.”

Thirstie co-founder and CEO Maxim Razmakhin added: “Big tech has clearly won the alcohol delivery race, but there are limits to how quickly and how cheaply they can deliver a bottle of gin to your door. The next area of growth will be in offering new experiences to end consumers.”

E-commerce wine sales declined last year in the U.S., according to a study released last week by Silicon Valley Bank.

Direct-to-consumer sales were expected to account for 72% of all U.S. wine sales in 2023, up from 68% in 2022, with on-premises accounting for 11% and off-premises accounting for 17%, the bank said.

Of that 72%, e-commerce accounted for 8% of sales – its lowest share since 2016 and down two percentage points from 2022.