DRINKS and Recharge to Exhibit State-of-the-Art Ecommerce Alcohol Technology with Shopify

Online wine technology leader DRINKS joins commerce leader Shopify and wine club and membership platform Recharge as sponsors of the 2023 DTC Wine Symposium. DRINKS and Recharge will share how wine merchants on Shopify leverage their solutions, including real-time compliance and tax solutions and bespoke wine club solutions for wineries. Shopify’s continual innovation enables wineries and retailers to make the most of Shopify and its vast ecosystem, including its technology partners like DRINKS and Recharge.

DRINKS recently created a real-time tax and regulatory solution that enables wineries and retailers to scale online sales and create best-in-class customer experiences within a native Shopify checkout experience. Integrated into Shopify checkout, DRINKS allows alcohol merchants to take full advantage of the powerful Shopify ecosystem and use the same regulatory technology trusted by national wineries, Fortune 20 retailers, and ecommerce marketplaces.

“We’re excited to unveil the next generation of beverage alcohol ecommerce and regulatory technology at the DTC Wine Symposium,” said Zac Brandenberg, DRINKS’ Co-Founder and CEO. “Our groundbreaking real-time solution simplifies the complex regulatory landscape for wineries and retailers and allows them to focus on growing their online sales. Our partnerships with Shopify and Recharge add tremendous value to wineries with a safe, streamlined, and scalable solution for DTC sales.”

“Shopify continues to support beverage alcohol merchants all over the world, from traditional local wineries to some of the largest global portfolios. Our ecosystem of partners offers a real-time omnichannel commerce solution for wineries to meet the evolving complexities of regulatory and tax requirements,” said Pete Jones, Head of Wine and Spirits at Shopify. “With Shopify, wine merchants can leverage the platform that transacts 10% of ecommerce in the US to reach new audiences, build bespoke brands that resonate with customers via unique offerings, and future-proof their businesses. While macroeconomic conditions are rapidly evolving, forcing every business leader to re-evaluate existing solutions, Shopify and its vast ecosystem of agency and app partners continue to help lift the adult beverage industry to new heights.”

Recharge will demonstrate at the show how wineries now have access to modern, personalized wine club management tools that raise cart values and create long-term, direct relationships with customers. The technology enables wineries to replicate the high-quality, personalized experience of tasting rooms online and at scale.

“Recharge is focused entirely on merchants. Our robust subscription engine is now available to wineries to grow recurring revenue and create a powerful way to manage and expand customer relationships,” said Recharge’s Lindy Crea, VP of Partnerships. “We are thrilled with the opportunity to partner with wineries to make their DTC channels work for them.”

Shopify, DRINKS, and Recharge can be found on January 18th and 19th, and will host an invitation-only dinner for wineries to learn from industry experts and network with like-minded professionals on January 18th.

DRINKS is available now on the Shopify App Store for wineries and retailers on Shopify Plus.


DRINKS powers digital commerce for the $250 billion alcohol market. The company enables alcohol ecommerce for leading retailers, online marketplaces, and wineries, eliminating a century of red tape with simple-to-use enterprise-grade technology. Electriq, DRINKS’ digital growth marketing agency, extends the company’s unparalleled beverage alcohol and ecommerce experience to create best-in-class customer experiences in the wine industry and beyond. The patented DRINKS PAIR platform leverages Artificial Intelligence to better understand the science of selling. DRINKS was named a Top Place to Work by Built In LA for the last five years, one of America’s Best Startup Employers by Forbes for two consecutive years, Most Innovative Retail Model by Modern Retail in 2020, and its Wine Insiders brand was named one of America’s Best Value Retailers by Wine Enthusiast in 2021.

About Recharge

Recharge is the leading provider of subscription management software for e-commerce. Since 2014, merchants of all sizes have used Recharge’s billing and payment management solutions to grow their business by increasing customer lifetime value and reducing customer churn. Today, Recharge powers subscriptions for nearly 20 million subscribers across 15,000 merchants, including fast-growing brands such as Harry’s, Oatly, Fiji Water, Billie, and Native. Though based in Santa Monica, CA, the remote-first company is distributed across 10 countries around the world. Recharge is privately funded by Summit Partners, ICONIQ Growth, and Bain Capital Ventures.

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