Case Study: The Wine Flyer achieves 6x recurring revenue growth with Ordergroove

The Wine Flyer’s recurring revenue soars 6x higher with a seamless subscription and loyalty integration

The Wine Flyer, a premium DTC wine retailer under the British Airways brand family and part of IAG Loyalty, wanted to create a subscription experience that combined product discovery with its Avios loyalty program. But its first subscription platform couldn’t reliably support a rotating club model or integrate cleanly with its broader tech stack, creating stability and operational challenges.

With Ordergroove, The Wine Flyer implemented a flexible subscription platform with out-of-the-box capabilities, loyalty integration, and personalized cancellation flows via Klaviyo. The result was a 5x increase in active subscriptions, a 60% decrease in churn, and 6x growth in recurring revenue, while also enabling customers to earn Avios on subscriptions and improving retention.

The Wine Flyer

Hannah Jordaan

Head of Customer