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Alpha Box & Dice Grows Wine Club Subscription Service By 700%

Previous Platform



Food and beverage

Use Case

Apps and integrations, B2B and wholesale, Multi-channel and omnichannel


Shopify Scripts

Alpha Box & Dice is on a mission to create a complete collection of wines represented by the letters of the alphabet celebrating the diverse styles and varieties found in South Australia's famous wine regions. A concept that started as an on-premises cellar door has now evolved to include a growing direct to consumer (DTC) brand bringing the finest quality wines to customers worldwide.

Since moving to Shopify Plus, Alpha Box & Dice has seen:

  • 700% growth in monthly wine club subscribers
  • 38% wine club sales revenue increase
  • 40% D2C revenue growth

The challenge

Alpha Box & Dice started as a passion project centered around creating and selling wine at a cellar door. After ten years of building a strong brand, it was clear that adding greater focus to the DTC channel would allow Alpha Box & Dice to reach a wider audience of wine lovers. However, the wine club—a recurring subscription service that would serve as a key focus within the DTC channel—was previously run on a custom backend system that required exporting multiple CSV files and extensive data manipulation to facilitate distribution. With a rapidly growing community of members and wine varieties, Alpha Box & Dice needed a streamlined solution to provide the same personalized cellar door experience in its online storefront.

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The solution

Alpha Box & Dice moved to Shopify to manage the DTC side of the business with one dashboard. Features like Metafields, a tool that allows users to display specialized information, allowed the team to fully convey the uniqueness of each wine varietal with detailed product descriptions. The upgrade to Shopify Plus in May 2022 was an easy choice because of the Transporter and Recharge plug-ins. With an already expansive wine club subscriber list, Transporter helped Alpha Box & Dice import customer, product, and order records into its Shopify store with minimal fuss and disruption to the program. Recharge, a robust subscription management solution, gave Alpha Box & Dice tools like a customer portal and unified checkout experience for customers wanting to manage their subscription preferences.

The results

Alpha Box & Dice has achieved a 700% growth in monthly wine club members since moving to Shopify Plus, driven largely by the improved user experience and subscription management features. Membership is integrated into the Shopify Plus account area, making the experience fully native. Revenue from the wine club is up by 38%, with wine club sales now accounting for 30% of Alpha Box & Dice's total D2C revenue. Shopify Plus has provided Alpha Box & Dice with the tools to pursue its mission of growing to become the largest artisan producer wine club in Australia.

With Shopify Plus, everything feels integrated and like one product, giving our customers a world-class digital experience online. We aim to be the largest wine club in Australia and Shopify Plus gives us the tools to make this a reality.

  • Alpha Box & Dice
  • Jared Brown — Head of Digital

With Shopify Plus, Alpha Box & Dice saw results fast.


Growth in monthly wine club subscribers


Wine club sales revenue increase


D2C revenue growth

Join the ranks of brands changing food and beverage every day.

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What business challenges are you dealing with? We can help. Get in touch