Learn how Au Vodka boosted AOV by 21.22%, broke records on Black Friday, and sold out a new product in 5 days using Rebuy's AI tools.
After proving success with Rebuy on their UK store, Au Vodka crossed the pond, launching a new online store in the USA. They implemented Rebuy on day one. And that's when the party started.
Exhibit A: Au Vodka launches its new Pineapple Crush flavor in the USA last September.
The result?
A 10x sales spike on launch day and a sellout in just 5 days. Soon after, Black Friday (BFCM) anchored their US store's biggest month ever 🍾🍸🚀
But, hold up. We’re getting ahead of ourselves.
Founded in Swansea, Wales, Au Vodka (pronounced "A-Yoo VOD-kuh") quickly became a household name in the UK, thanks to premium flavors, strategic partnerships, and a strong ecommerce presence. With this momentum, they expanded to the USA in April 2023, determined to replicate their UK success.
Luke Ebbens, Digital Experience Lead, explains, “From this time last year, our ecommerce revenue is up nearly 1,000% (in the U.S. market). Rebuy has been very helpful in helping us achieve this record growth.”
“The ability to tailor our merchandising for new flavor launches is huge. Rebuy helps us display the right products at the right time, and the results speak for themselves.” - Luke Ebbens, Au Vodka
Launching in a new market wasn’t without challenges. The Au Vodka team faced the typical hurdles associated with introducing a brand to a fresh audience in a new market:
To overcome these challenges, Au Vodka leaned on Rebuy’s smart merchandising platform, which they’d already proven effective in the UK.
“The ability to run your own reports and get that great level of data is key to anyone scaling a business. Having that full visibility. That’s really powerful. That’s really what sets Rebuy apart from the competition.”
Au Vodka applied a tailored merchandising strategy to the USA store, focusing on three pillars:
Au Vodka uses Rebuy Smart Cart™ as an interactive showcase for personalized product recommendations.
“New customers often come for just one thing—the latest flavor,” says Ebbens. “With Rebuy, we use dynamic recommendations to upsell and cross-sell accessories like glassware or speed pourers. These incremental add-ons have a big impact.”
For Pineapple Crush, Au Vodka employed cart rules to display complementary products, ensuring that even high-intent shoppers were exposed to additional options. This tactic boosted AOV and added incremental revenue across orders.
Ebbens and team decks out Au Vodka's product detail pages (PDPs) with not one but two product carousels: You May Also Like (YMAL) and Recently Viewed. Both display a whopping 12 products. Both are easy to set up. And Both are among the top-performing merchandising widgets for the beverage company.
The YMAL widget generates revenue out of the box, using Rebuy AI to recommend the most appropriate products based on store data and customer behavior.
Adding the Recently Viewed endpoint to a new rule powers the second carousel with products the customer has already viewed.
Together, these two carousel have generated about 20% of Au Vodka's total Rebuy-generated revenue over the last 90 days.
Dynamic bundles have become a cornerstone of Au Vodka’s strategy. On product pages and in-cart, customers see curated recommendations for pairing items like bottles, glassware, and accessories.
“Our winning combo is a bottle of vodka, a diamond-cut glass, and a speed pourer,” says Ebbens. “With Rebuy’s AI, we can automatically surface these bundles with precision, and they sell like crazy—especially with a small discount.”
The success of dynamic bundles extended beyond single purchases, helping Au Vodka clear inventory and improve customer satisfaction. “The speed pourer went from deadstock to a top performer,” Ebbens notes.
September 13, 2024, marked the launch of Au Vodka’s Pineapple Crush flavor in the USA, and it was nothing short of extraordinary:
Rebuy played a pivotal role in the launch. The team deployed strategies such as:
“The ability to tailor our merchandising for new flavor launches is huge,” says Ebbens. “Rebuy helps us display the right products at the right time, and the results speak for themselves.”
The team's post-purchase offer strategy chipped in during November with a 9.88% conversion rate. On Black Friday alone, Au Vodka's post-purchase offers converted at a rate of 10.57%.
Since interviewing Luke Ebbens, we watched this high-growth brand sell out another new flavor launch (Toasted Marshmallow) and put up even more impressive numbers over Cyber Week. Tommy Roberts, the head of ecommerce USA at Au Vodka, shared the results on social media.
Through rigorous A/B testing, Au Vodka continues to refine its approach. For example, the USA store’s broader, AI-driven cart strategy outperformed the highly targeted rules that worked better in the UK.
“We’ve learned so much about our customers through A/B testing,” says Ebbens. “It’s taught us that what works in one market might not in another—and it’s helped us uncover hidden gems, like the popularity of mystery products post-purchase.”
As for the company's director of ecommerce, Jordan Major, its Rebuy's analytics and reporting that stand out. "The ability to run your own reports and get that great level of data is key to anyone scaling a business. Having that full visibility, that’s really powerful. That’s what sets Rebuy apart from the competition.”
Au Vodka is making a name for itself in the UK, the US, and around the globe. With creative flavor launches and influencer marketing stunts involving none other than Jake Paul, the high-growth spirits brand is shooting for the stars.
Ebbens credits Rebuy’s white-glove support for exceptional teamwork and delivering on their promise.
“Support was brilliant. The onboarding was great. Some companies promise the world but don’t live up to it,” says Ebbens. “With Rebuy, we felt cared for from the get-go. They took the time to look into our company and understand the brief I put forward. That’s when I felt we were onto a winner here.”
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