Shaker & Spoon aims to be the closest translation between the best craft cocktails globally and people’s homes. The brand, an e-commerce subscription box service featuring cocktail recipes and ingredients, was co-founded by Anna Gorovoy and Mike Milyavsky.
The brand has an elevator pitch: “Blue Apron for cocktails.”
“We work with really great award-winning bartenders to create original recipes for our box, so you’re getting something special and exclusive,” Anna says.
As Anna calls it, Shaker & Spoon’s “360 experience” includes music playlists, food pairings from bartenders, and even virtual happy hours.
“It’s not just the box – I like to say that it’s a whole lifestyle,” Anna says. “We have a community Facebook group, 16,000 members and growing that is just hopping every day. … I’m proud of what we’re doing because it brings a lot of joy to people.”
From an entrepreneurship point of view, both Anna and Mike had previous experience running businesses. Still, they craved the opportunity to create a physical product inspired by the craft cocktail scene.
The partners quickly realized that the brand shouldn’t provide the actual alcohol – the red tape and varying liquor laws are too challenging.
“Anybody can get a bottle of vodka or whiskey,” Mike says. “What we (do) is to showcase what a spirit can do.”
In Part 1, Anna and Mike talk about:
* Gratitude for the small business community in New York.
* Why the brand is “Blue Apron for cocktails.” The box supplies the recipes and ingredients – the customer recreates the cocktails at home.
* How the COVID pandemic helped fuel the brand’s growth.
* How the Facebook community is also a vital part of the brand’s identity.
* Members coordinated a Zoom meet-up event in 2021 with groups meeting up in person or online across the country.
* How the company worked with hospitals and other essential businesses during the pandemic to provide support.
* Why community and connection are at the brand’s core, sharing a story about a Florida member who traveled up the East Coast and met fellow members along the way.
* Why the brand doesn’t provide the actual alcohol but instead focuses on the recipe and ingredients.
For more on Shaker & Spoon, visit: https://shakerandspoon.com/
This episode is brought to you by Sendlane.
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