Craft Gin Club
Craft Gin Club
The UK’s Number
One Spirits Club.
About CGC
Craft Gin Club is the UK’s leading subscription service for gin and rum. It was started by two friends who met at business school, with a simple goal to change the way people discover and enjoy new spirits.
After securing investment on BBC’s Dragons’ Den in 2016, the business saw a major boost during the COVID-19 lockdown, attracting a wave of new subscribers, and most staying loyal. Today, the brand continues to grow, expanding into rum and exploring other new offerings.
Craft Gin Club partnered with Bitcube to bring their entire tech team under one roof, streamlining deployment, reducing costs, and addressing the fragmentation they were experiencing across their digital platforms.
The Challenge
Before partnering with Bitcube, Craft Gin Club described their tech stack as “legacy,” a patchwork of no-code/low-code tools layered with custom-built solutions. While functional, it wasn’t scalable.
Their fragmented setup made operations inefficient. The website spanned Squarespace, Shopify, and a bespoke Next.js build, with content split across subdomains. This led to inconsistent customer experiences depending on the entry point.
Managing partner landing pages, tracking customer journeys, and streamlining checkout flows, especially with separate systems for subscriptions and one-off purchases, was a growing challenge.
Our goal was clear: unify the stack, reduce complexity, and build a scalable tech foundation to support CGC’s continued growth.
Our Solution
To solve these challenges, we modernised CGC’s tech stack, reduced complexity, and laid the foundation for scalable growth. Our team of designers, CRO specialists, and developers worked together to unify their design, tech, and analytics.
We first consolidated everything under one roof and built a centralised Members Area, a custom portal where subscribers can manage their subscriptions, track deliveries, and access exclusive boxes. This was powered by Recharge and Shopify APIs, integrated into their Next.js platform.
Checkout was streamlined into Shopify’s native flow, enhanced with Shopify Functions and Checkout Blocks for personalised messaging and a smoother user experience. We also overhauled analytics and attribution, enabling smarter marketing decisions.
On the backend, we replaced their fragile fulfilment system with a scalable webhook using Google Pub/Sub, greatly improving reliability. To support growth, we built dynamic landing page templates that personalise content by traffic source, removing the need for hundreds of separate pages while keeping campaigns personalised.
Key Features of the Project:
- A centralised Members Area for subscription management.
- Unified Shopify checkout with personalised messaging.
- Enhanced analytics and attribution tracking.
- Scalable fulfilment system using Google Pub/Sub webhooks.
- Dynamic landing page templates personalised by traffic source.
- Reduced reliance on third-party tools, lowering costs.
Client Overview
- Client: Craft Gin Club
- Location: London, United Kingdom
- Industry: eCommerce, Subscriptions
Discover
- Shopify Theme Development
- eCommerce Solutions
- Data Analysis & Data Science
- UX/UI Design
Tech
- Shopify
- NextJS
- Prismic
- Google Cloud and Google Pub/Sub
- Recharge subscriptions
- Vercel
In the Media
The Results
Within the first year of partnering with Craft Gin Club (2024), the business saw measurable gains in both revenue and efficiency. Total revenue grew by 4.3%, with non-subscription sales up 56.1%, driven by the simplified add-on process in the new Members Area.
Average order value increased by 3%, and following the unified checkout rollout in September 2024, conversion rates rose 81% (as of May 2025). Despite an 18% drop in sessions, orders increased by 49%, showing a more optimised journey. Key conversion metrics also improved: add-to-cart rate jumped 89%, and cart-to-checkout progression rose 75%.
Operational efficiency surged after launching a new post-processing workflow in April 2025, with order fulfilment time dropping by 80% and tracking assignment speeding up significantly.
On the infrastructure side, system unification led to major cost savings, reducing reliance on tools like Zapier and Make.com, eliminating Unbounce, and replacing 200+ static landing pages with just five dynamic templates that deliver personalisation at scale.
Client Testimonial
“We have worked with Bitcube for 4 years, and continue to be impressed by their capability, customer service and strong work ethic.”
“A few things that stand out for me are their efforts to understand our business and their appreciation that customer experience has a massive impact in our operation.
Another one is their technical capability in that they can actually do the incredible things that they promise, which sounds simple, but very rarely is. At the start I thought ‘if this system does what these guys say it’s going, it will be phenomenal.’ And although I didn’t believe them at the start, it has done everything and more than they promised!
Bitcube has built a fantastic team of developers, and we will no doubt be continuing our relationship with Bitcube into the future. As we are UK based, when starting the project our biggest concern was about working remotely. However, this concern proved to be unfounded – collaboration and communication has been fantastic. When needed, we have been able to have daily calls and numerous screen-share sessions and we have also been able to catch up during their visits to London and my visits to their offices.”
Bruce Casalis
Founder & Managing Director
