What Flaviar does

Flaviar is a New York-based, privately held online spirits members club founded in 2012 that operates a Shopify-based e-commerce marketplace connecting adult consumers to a network of licensed alcohol retailers across the United States, European Union, and United Kingdom. The platform surfaces more than 15,000 spirits from independent distilleries and rare-producer inventories that are not typically stocked in the 10-50 bottles carried by conventional liquor stores, and layers discovery tools onto that catalog: a proprietary flavor profiling system called the Flavor Spiral, themed tasting boxes with 50ml vials priced between $42 and $60, a 20,000-bottle content library with detailed tasting notes, and an active community of more than 850,000 registered spirits enthusiasts. The business sells through three coordinated channels: a direct e-commerce storefront on flaviar.com, a paid Flaviar Black annual membership at $40 per year that unlocks member pricing, free shipping on select items, priority access to limited releases, and exclusive access to The Vault for rare bottles, and an emerging instant-delivery channel via the Gopuff-powered Flaviar Black Express service offering 90-minute delivery in select areas.

Flaviar's revenue model combines recurring subscription revenue from Flaviar Black and a portfolio of curated subscriptions (Champions of Bourbon, Flaviar Whiskey Academy, Founder's Picks, Maestros del Agave, and the multi-year Cask Co-Op Collective co-ownership program) with marketplace and transaction economics on individual bottle sales, tasting boxes, and accessories. Fulfillment is handled by licensed retail partners who ship from locations closest to the buyer, allowing Flaviar to operate without holding inventory in most jurisdictions while still taking margin on the customer transaction. The company has scaled through two disclosed acquisitions—Caskers in January 2018 and Speakeasy Co. in September 2024, the latter coinciding with the company surpassing $100 million in online beverage alcohol sales for 2024. Leadership is founder-led, with co-founder Jugoslav Petkovic serving as CEO alongside a CTO (Matija Rijavec), CMO (Todd Bellucci), CRO (Ervin Strnisnik), CFO (Frederic Lavoie), VP Europe (Jan Vranjek), and Director of US Operations (Sébastien Rezzonico), and the company has disclosed only approximately $13.9 million in equity funding across rounds from Speedinvest, FJ Labs, FundersClub, Kima Ventures, Newtown Partners, Y Combinator, and W Investments between 2013 and 2020, implying a primarily self-funded growth profile to date.

Name

Flaviar

Legal name

Flaviar, Inc.

Website

https://flaviar.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Flaviar is a New York-based online spirits members club and marketplace founded in 2012 that connects adult consumers with licensed retailers across the US, EU, and UK, offering access to 15,000+ spirits, curated tasting boxes, multiple subscription products, and a $40/year Flaviar Black membership serving 850,000+ registered spirits enthusiasts and collectors.

Ownership category

akta.pro rank

Product category

Online Spirits Retail & Subscription Marketplace

NAICS

Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Beer, Wine, and Liquor Retailers (445320), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

akta.pro secondary industries

Alcohol Subscription Clubs & Membership Retail (CRANAAAI), Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ), Specialty Membership Clubs (Category-Focused) (CRAEADAI), Hybrid Retail-Wholesale Membership Clubs (B2B2C) (CRAEADAD)

Keywords

• Spirits subscription club
• Alcohol e-commerce marketplace
• Whiskey tasting boxes
• Spirits discovery platform
• Premium spirits retail

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Technology or R&D, Personnel, Supply Chain, Infrastructure

Revenue model

1. Flaviar Black Membership Subscription: Annual paid membership ($40/year) providing exclusive benefits including member pricing on bottles, free shipping on select items, priority access to limited releases, and access to The Vault exclusive offerings. Auto-renews at end of prepaid period.
2. Marketplace Transaction Fees: Flaviar operates a marketplace connecting buyers with independent vendors, retailers, and manufacturers. Revenue generated through transaction fees on sales facilitated through the platform.
3. Product Sales (Direct Markup): Direct sales of spirits, tasting boxes, and accessories with Flaviar facilitating the transaction between customer and licensed retailer. Flaviar earns margin on product pricing.
4. Cask Co-Op Collective: Members-only co-ownership program where participants purchase shares in whiskey casks and receive periodic tasting samples and final bottled product. Includes complimentary Flaviar Black membership.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Flaviar operates an online members' club and marketplace for spirits enthusiasts, connecting consumers with a network of licensed alcohol retailers to purchase bottles, curated tasting boxes, and exclusive rare releases. The core paid offering is the Flaviar Black annual membership ($40/year) which provides member pricing, free shipping, priority access to limited releases, and access to The Vault of rare spirits. Additional subscription products include the annual Whiskey Advent Calendar, Champions of Bourbon, Flaviar Whiskey Academy, Founder's Picks, and the Cask Co-Op Collective cask co-ownership program.

Product overview

Flaviar is an online members club for spirits enthusiasts that operates as a multi-offering platform combining e-commerce, subscriptions, and exclusive membership benefits. The core product is the Flaviar Black Membership ($40/year) which provides access to exclusive pricing, The Vault for rare spirits, and Flaviar Black Express 90-min delivery. The subscription portfolio includes the annual 2026 Whiskey Advent Calendar, Champions of Bourbon, Flaviar Whiskey Academy, Founder's Picks, and the innovative Cask Co-Op Collective co-ownership program. Direct product offerings include individual bottle sales across all spirit categories, curated Tasting Boxes with 50ml vials, and the Resurrection Drinking Recovery Kit. The platform is supported by the Flaviar Rewards loyalty program and gift card offerings. The September 2024 acquisition of Speakeasy strengthened the company's position in the BevAlc e-commerce market.

Differentiator

Problem solved

Functional benefit

Products and services

• Flaviar Black Membership Premium annual membership ($40/year) for adult spirits enthusiasts, providing member pricing on bottles, free shipping on select items, priority access to limited releases, access to The Vault for rare spirits, and double points on purchases. Auto-renews at end of prepaid period.
• Whiskey Advent Calendar (2026) Annual limited-edition whiskey tasting advent calendar featuring 24 days of curated whiskey samples with tasting notes, distillery information, and in-app experiences, available at Super Early Bird pricing with limited quantities.
• Champions of Bourbon Monthly bourbon subscription that helps members build their homebar with award-winning bourbon selections, available for personal purchase or as a gift.
• Flaviar Whiskey Academy Educational whiskey tasting subscription providing curated spirit selections with educational content about whiskey varieties, regions, and tasting techniques.
• Flaviar Founder's Picks Hand-curated spirit selections personally chosen by the Flaviar co-founder, offering members access to expert-picked bottles with unique storytelling.
• Cask Co-Op Collective Members-only cask co-ownership program where participants become co-owners of a whiskey cask, receive tasting samples at various maturation stages, vote on final cask finishing, and receive two 750ml bottles of the finished whiskey. Includes free Flaviar Black Membership.
• Tasting Boxes Curated themed tasting boxes containing 50ml vials that allow exploration of flavors before committing to full-sized bottles; themed selections include Frontier Expressions, Barrell Craft Spirits, Whiskey Atlas, and regional specialties, priced $42-$60 per box.
• The Vault Flaviar Black exclusive access to the world's most exceptional and rare spirits, featuring limited-edition and hard-to-find bottles with exclusive pricing for members.
• Flaviar Black Express 90-minute expedited delivery service for spirits powered by the Gopuff partnership, available exclusively to Flaviar Black members in select delivery areas.
• Resurrection Drinking Recovery Kit Three-step wellness protocol designed to support the body before, during, and after drinking, priced at $8 USD.
• Gift Cards Digital gift cards available for purchase to give the gift of Flaviar membership and spirit selections.
• Individual Bottle Marketplace Direct marketplace offering of over 15,000 individual spirits across all major categories (whiskey, bourbon, rye, scotch, tequila, mezcal, vodka, rum, gin, cognac, brandy, RTDs, non-alcoholic), priced from approximately $26.99 to $7,776.99, fulfilled through the licensed retail partner network.

Quantifiable outcome

• Surpassed $100 million in online BevAlc sales in 2024
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Speakeasy Co.coreStrategic or Co-development Partner · 11 September 2024Flaviar acquired Speakeasy Co. in September 2024, blowing past $100 million in online BevAlc sales that year. The acquisition strengthened Flaviar's position in the direct-to-consumer spirits marketplace, expanding capabilities and customer base. Speakeasy operated as a direct sales platform for alcoholic beverages.
• GopuffcoreChannel Partner/ Reseller/ DistributorStrategic partnership enabling Flaviar Black Express 90-minute delivery service. Gopuff's instant delivery infrastructure allows Flaviar to offer expedited shipping on premium spirits to members in select areas, differentiating the service from standard shipping timelines.
• Vista Fulfillment GroupminorImplementation/ SI/ Consulting PartnerVista Fulfillment Group provides infrastructure for alcohol e-commerce operations in the United States since 2006. They support over 500 brands and partner with major online sales platforms. While not explicitly named as a direct Flaviar vendor, they represent the type of logistics infrastructure partner operating in the alcohol e-commerce ecosystem.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Vivino: Largest wine-focused app with a community-driven tasting and rating platform. Already partnered with Flaviar (Flaviar x Vivino). Adjacent category with overlapping community/discovery DNA.

Direct peers

• Wine Access: Curated wine club and online retailer with limited-release allocations and tasting notes. Comparable curated-club and discovery experience, though wine-only.
• The Whisky Exchange: Major UK-based online retailer specializing in rare and allocated whiskies and other spirits. Highly comparable in curated discovery, rare bottle access, and enthusiast community.
• ReserveBar: Premium spirits and wine e-commerce platform with a curated assortment and gifting focus. Closely comparable to Flaviar's premium positioning and curated marketplace model.
• Master of Malt: UK-based online spirits retailer with extensive tasting notes, curated discovery tools, and a community of enthusiasts. Closely parallels Flaviar's content-plus-retail model.
• Drizly: Alcohol delivery marketplace offering beer, wine, and spirits on-demand across US cities. Most direct comparable in business model, though Drizly emphasizes convenience delivery over Flaviar's curated discovery and subscription focus.
• Saucey: On-demand alcohol delivery platform operating in major US metros. Comparable in marketplace/delivery mechanics, though positioned on convenience rather than curated discovery.
• Minibar Delivery: Alcohol delivery marketplace serving US cities with beer, wine, and spirits. Same direct-to-consumer alcohol marketplace model as Flaviar, though less premium/curated.
• Wine.com: Largest US online wine retailer with subscription/club offerings (Wine.com Wine Club). Comparable subscription and marketplace model, though wine-only rather than spirits-focused.

Broad incumbents

• Total Wine & More: Largest US independent retailer of wine, spirits, and beer with strong online presence. Comparable breadth of assortment but operates on a mass-market big-box model rather than curated enthusiast discovery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/flaviar_com
• YouTubeyoutube.com/flaviar
• Facebookfacebook.com/myflaviar
• Instagraminstagram.com/flaviar_com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flaviar