How Au Vodka’s loyalty program drove a 40% increase in returning customers

Who is Au Vodka?

Founded in 2015 by childhood friends Jackson Quinn and Charlie Morgan, Au Vodka has rapidly become a big name in the spirits industry. The company, recognized for its iconic golden bottles, offers a range of premium flavored vodkas.

Au Vodka’s commitment to quality and innovation has made it one of the UK’s fastest-growing privately held companies. Their strong social media presence and celebrity endorsements appeal to a younger, trend-conscious demographic.

What was their challenge?

The Shopify food and beverage market is a vibrant ecosystem characterized by fierce competition and evolving consumer preferences. From artisanal snacks to premium spirits, brands constantly battle for attention in a digital marketplace overflowing with options.

Au Vodka needed a loyalty program to mitigate seasonal demand fluctuations and cultivate a direct relationship with its customers. The brand wanted to create longer-lasting, emotional connections with its fanbase rather than shorter-term cashback incentives many food and beverage brands offer.

Au Vodka meets LoyaltyLion

To address these challenges, Au Vodka partnered with LoyaltyLion to introduce the Gold Gang loyalty program. This program is structured to reward customers at every engagement level:

• Earning points: Customers earn 1 point for every £1 spent with each purchase, helping members build up their points balance and unlock rewards faster.
• Exclusive rewards: Members enjoy benefits such as early access to new product launches, invite-only events, double points weekends and birthday points, elevating their experience with the brand.
• App integration: Au Vodka’s mobile app lets customers track points, redeem rewards, and access exclusive app-only products, providing a seamless and engaging user experience.

The Gold Gang loyalty program also features a tiered membership system with four distinct levels:

• Copper,
• Bronze,
• Silver,
• Gold.

Higher tier members unlock more high value rewards that align with the innovative brand – from the chance to taste new flavors, to joining a celebrity/influencer mailing list.

Au Vodka’s powerful tech stack fuels its rapid growth and enhances the customer experience. They leverage Shopify Plus for scalability, Klaviyo for data-driven email marketing, Gorgias for efficient customer support, and Venn Apps for a customized mobile app experience. At the core of their retention strategy is LoyaltyLion, powering the Gold Gang loyalty program.

By integrating these tools, Au Vodka creates a seamless, engaging, and rewarding customer journey.

Conclusion

Au Vodka’s partnership with LoyaltyLion has redefined loyalty in the food and beverage industry. The Gold Gang program boosts repeat purchases and creates a strong community through personalized rewards.

This initiative has driven a 457% Compound Annual Growth Rate “CAGR”, placing Au Vodka at the forefront of the UK market. With a 40% year-on-year increase in returning customers and redeeming members who are worth 4.5x more than non-members, the program has significantly enhanced customer loyalty and driven revenue growth.