TopWhiskies
About the Company
TopWhiskies is an eCommerce platform that specializes in selling whisky from independent distilleries and bottlers. With over 30 brands featured, the business highlights unique, artisan-made whiskies that are often single-cask releases. They maintain a strong presence on social media, using Instagram and YouTube to engage their audience and drive sales.
Initially, TopWhiskies started as a whisky blog. Ed Leigh and his co-founder Evan shared their tastings and experiences through social media, drawing attention from whisky enthusiasts. As their online presence grew, they saw a demand for the products they were featuring, which led to the business's shift towards eCommerce.
Social media remains an essential tool for the company, boasting over 100,000 Instagram followers and 10,000 YouTube subscribers. TopWhiskies has steadily grown since launching its eCommerce site in 2020, achieving year-on-year growth of 50% in 2022.
Idea Behind Company
The idea for TopWhiskies was born out of Ed Leigh’s love for whisky and a desire to stay connected with his friend Evan after moving to Hong Kong. The duo enjoyed attending whisky tastings together, and starting a blog seemed like a fun way to continue their shared interest despite the distance.
Ed and Evan initially focused on creating content about the whiskies they enjoyed, using Instagram as their primary platform. The blog allowed them to connect with other whisky enthusiasts, while also giving them a space to share bite-sized insights about the craft. Over time, they became more knowledgeable and enthusiastic about small, independent whisky brands.
As they reviewed and promoted lesser-known whisky brands, their audience began asking where they could purchase the whiskies being featured. This signaled a potential business opportunity, prompting the co-founders to shift from blogging to selling whisky directly through an eCommerce platform.
Creating the Company
TopWhiskies’ transition from a hobby to a business started when Ed and Evan recognized the growing demand for the independent whisky brands they were promoting. To capitalize on this, they decided to build an eCommerce site where they could sell these unique products. The website officially launched in October 2020, just in time for the holiday season.
Setting up the business involved securing the appropriate licenses to sell alcohol in the UK, a complex process that required significant logistical planning. They also had to find a warehouse with the necessary premises license and integrate their operations with Shopify, their eCommerce platform.
Funding for the initial stock came directly from the co-founders, who invested around £25,000 to buy whisky from independent distilleries. They kept their brand selection small in the beginning, which helped them manage costs and test the market before scaling up.
Launching the Business
whisky sales. This strategic move helped the company quickly build a customer base. Their background in social media gave them a strong advantage, allowing them to market their products effectively from day one.
Despite challenges with shipping alcohol internationally, the company developed partnerships with reliable couriers to ensure safe and efficient delivery. Automated systems for warehousing, logistics, and shipping helped streamline the business, making it easier to focus on growth.
The initial launch was successful, and the eCommerce site gained traction, converting social media followers into paying customers. They spent much of 2021 expanding their product offerings and refining their operations, leading to significant growth in both sales and customer engagement.
Earnings
TopWhiskies’ monthly revenue has grown to approximately $17,500, and the business remains profitable. The company has seen year-over-year growth of about 50%, largely driven by its strong social media presence and targeted content strategy.
Looking ahead, Ed and Evan plan to continue scaling the business by adding more independent whisky brands and expanding into other artisanal spirits like rum. They also aim to enter international markets with localized content and customer experiences to enhance their global reach.
In the long term, the founders hope to launch their own independent whisky label, involving their audience in the process through interactive social media campaigns and blog posts.
