Shaken, a British startup which left beta at the beginning of this year, is a subscription-basis service geared towards those who may be interested in expanding their horizons when it comes to the world of spirits.
Getting started with this service is a matter of signing up for their Explorers’ Club, which allows customers to select between a pair of options and receive a jar with enough of the cocktail for 5 drinks, ingredients (except for fresh items like fruit and ice), and a recipe booklet that includes instructions, tasting notes, and a history of the beverage. The service is currently available for 24 British pounds per month to customers in the United Kingdom (free shipping), which is the only market that they serve, and does not require any long-term obligation. And they are sure that customers will love the service, offering a money-back guarantee on the first box to anyone who does not.
Although anyone can order the packages directly online, they have also partnered with retailers like Fortnum’s, Selfridges, Harvey Nichols, 31Dover, and Master of Malt, with the monthly Explorers’ Club also available on Not On The High Street and a few other online outlets. Co-founder David Varela tells me that they partnered with retailers earlier than they expected, but received an irresistible opportunity and are now turning their attention towards a PR campaign and possible deals with hotels to stock a product designed for mini-bars.
Shaken has opted for a hybrid approach when it comes to external financing, picking up an undisclosed amount from private angels, as well as conducting a crowdfunding campaign on Seedrs, which saw them bring in just over 118K pounds from 167 investors by offering a 9.43% stake in the company.