In a world where inboxes are overflowing, Angel’s Envy’s 500 Main audience had grown disengaged and uninspired. We needed to turn that list into a lively community that felt less like an email database and more like a membership club for true bourbon fans.
How we turned Angel’s Envy’s limited releases into instant sell-outs
We reinvented Angel’s Envy’s email strategy to build real connection, and a community that buys fast.
Project type
Digital CRM
Industry
Alcoholic Beverages
Output
Email community development
6%
growth in email membership in just four weeks
72 hours
to sell out the Cellar Collection
48 hours
to sell out the three following limited-edition releases
#1
ultra-premium bourbon in volume in sales, with the 500 Main community became the driving force behind sustained demand
The challenge
Our approach
To grow Angel’s Envy’s community and elevate its presence in a crowded bourbon market, we launched a lottery for the Cellar Collection, one of the brand’s most coveted releases, exclusively through 500 Main. The campaign built anticipation, deepened loyalty, and reinforced the brand’s sense of rarity and prestige.
To keep the momentum going (and bottles selling fast), we followed with a sequenced rollout of teaser emails, bold launch messaging, and strategic touchpoints crafted to drive intrigue, urgency, and FOMO. The result: an energized audience and a brand now known even more for releases worth chasing.
The outcome
We proved how powerful CRM can be in building brand love, transforming a dormant list into a thriving community that anticipates every release.