“The deal is Flaviar’s answer to a growing market demand for online spirit discovery and will support Flaviar’s continued U.S. growth and accelerate entry into new markets,” the company says in a press release.
The two companies will continue to operate as independent brands with the intention to deliver increased efficiencies to the end consumer. The partnership will allow Flaviar to double the size of its audience, the company says, and provide customers access to more spirits from around the world.
While both Flaviar and Caskers will continue to trade under their respective names, the co-branding will align with Flaviar to highlight complementary and supporting services across the two businesses.
“Both businesses have grown rapidly this year, Flaviar more than 100% and Caskers more than 30%, and our aim is to continue to accelerate that growth even further as we establish a leading role in online spirits,” says Jugoslav Petkovic, co-founder and CEO of Flaviar. “Synergies in technology and fulfillment will benefit both our customers, as well as our partners.”
“Caskers’ customers stand to benefit a great deal from this new relationship with Flaviar,” says Steve Abt, co-founder and CEO of Caskers. “The online spirits market is growing and I’m confident that with Flaviar’s help Caskers will be able to better respond to customers’ needs and accelerate growth.”
The timing of the announcement also coincides with the additional growth news as Flaviar recently launched its first private label whisky: Son of a Peat. “The private label offerings continue to showcase the company’s commitment to expanding in the marketplace and increasing its exclusive offerings for Flaviar members,” the company says.