Liquor Lab
case study

Liquor Lab

Bringing the world's best cocktail experience online
Liquor Lab

New York based Liquor Lab asked us to help them take their world-class cocktail classes online and build a brand new customer experience from scratch. We built a fast website that allowed customers to purchase and watch classes on-demand, buy tickets to upcoming events, and participate in a new loyalty program.

What we did

  • Product strategy and road mapping
  • Design and art direction
  • Solution architecture
  • JavaScript application development
  • Responsive web development & QA

“Their responsiveness, and attention to detail, is unlike anyone we have worked with before and their process from ideation to deployment is something that helps us succeed day after day”

Owen Meyer
CEO, Liquor Lab



In new online revenue generated


New visitors


1. Translating the physical experience to digital

Every physical location is unique. The company partners with different artists to design each location. To create Liquor Lab’s e-commerce site, we distilled the essence o the company down to its core elements Then we created a digital design system to match the overall brand look and feel. Layouts and typography are inspired by the drinks and ingredients used. Elegant motion design creates exciting yet subtle transitions that mirror an exciting in-location experience.

2. Education-first content

Visiting a liquor lab location involves an open conversation with a world class bartender. Each bartender keeps the class entertaining and can help you in case you get stuck or want to learn more. Our team took these classes on location. The result is a content strategy built around the company’s high-touch customer service. How-to videos explain techniques and instructions just like an in-person class would, with detailed information about drinks and ingredients. Bundles let customers easily shop for everything from equipment to ingredients. In addition, we added a cocktail assistant that lets the user view recipes for ingredients they already have at home.

3. Loyalty

Our flows encourage logging in for better recommendations, faster checkout, and access to our loyalty program. Users can earn points by submitting photos of their drinks, watching instruction videos, and participating in trivia. Users can then redeem those points for awesome gifts like branded swag and trips for customers and their friends.

Next Project