For all armchair bartenders
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Prestigious alcoholic beverage brands are unavailable to most consumers. Flaviar decided to change that with their subscription boxes.
Flaviar is one of those subscription economy companies that offer their customers more than just periodical replenishment of their stocks of cosmetics, dog food, organic produce, or regularly-used goods. It's a club that includes more than just liqueur drinkers who want to replace the quantities of intoxicants drunk over the weekend, often diluted with Coca-Cola or other sweet beverages.
Flaviar’s aim is to connect true connoisseurs of rare spirits who can, for 18 euros a month (a subscriber can choose between a quarterly payment of 54 euros or a yearly payment of 190 euros) taste liqueurs that they would be hard-pressed to find even in extremely well-stocked stores. Flaviar offers hedonistic life per month.
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Best-stocked duty-free shops in the world's largest airports only offer a few hundred brands of liquor, which the passengers will most likely also find in stores at other airports. But Flaviar offers its subscribers access to a treasure trove of over 20,000 different spirits.
The company, created by Slovenians Griša Šoba, Matija Rijavec, and Jugoslav Petkovič, is a breath of fresh air in the world of alcohol, dominated by a handful of global distributors who pursue their business strategies with enormous advertising inputs and who aggressively sell alcoholic beverages through the largest sales channels online and in retail outlets. Even though the years of prohibition happened almost a century ago, most alcoholic beverages are still unavailable to the masses.
Flaviar is the club for fans of spirits. Among other benefits, its members have access to a wide range of exclusive drinks, including some from Flaviar's private label, a digital bar that helps them develop their personal taste, various events, and sample boxes of selected drinks.
»Most bars and off-licences carry only 10 to 50 bottles on average, with Jack and Johnnie always in the forefront of the show«, says the Flaviar website, whose creators are convinced that alcoholic drinks are not as widely available as it would seem: »While not outlawed, 99% of these drinks are just as unreachable as they were 90 years ago.«
Flaviar believes that each producer of alcoholic beverages deserves their moment in the spotlight. They achieve this with a subscription model that delivers a creatively-designed package to their customers’ doorsteps every three months, containing three samples (0.45 decilitres) of various spirits such as gin, whiskey, rum, vodka, cognac, tequila, and more.
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The received samples depend on the subscriber’s preference, and club members can always buy additional sample boxes at a discount, or even entire bottles of a preferred drink from the expansive collection.
Are You a »Typical« Consumer?
Apparently, the interest in new varieties of liqueur in some places has grown so much that the company is currently not accepting new subscribers in some markets. It’s more likely to be a marketing strategy to raise interest in Flaviar, whose great potential was recognised by investors years ago.