Craft Gin Club is the UK's largest gin subscription, built to over 100,000 members through gifting-led paid social — now evolving into The Curious Drinker across all premium spirits.
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See all ads on AdLibrary →Craft Gin Club was founded in January 2015 by Jon Hulme and John Burke. It grew to become the UK's largest gin subscription with over 100,000 members, delivering a curated craft gin bottle alongside cocktail kit, snacks and a glossy magazine each month. In 2026 the brand rebranded as The Curious Drinker to expand beyond gin into rum, tequila and whisky. Also searched as Craft.
Craft Gin Club's most effective campaigns have always been gifting-led: Christmas, birthdays, and Valentine's Day drive the majority of new subscriber acquisition. Introductory-offer ads ('First box for £10') reduce the trial friction and convert well across Facebook demographics. The unboxing experience — magazine, botanicals, cocktail recipe card — creates strong UGC content that feeds back into paid campaigns. See their active ad creatives in the Craft Gin Club ad library.
Facebook is the primary subscriber acquisition channel, with strong performance in 35-55 demographics for gifting campaigns. Instagram showcases the unboxing experience, cocktail photography, and producer stories from the craft distilleries featured each month. Video ads showing the full unboxing consistently outperform static product shots for trial conversion.
Copy is warm, giftable and discovery-led: 'Discover a new craft gin every month' and 'The perfect gift for the gin lover in your life' are perennial high performers. The magazine and full-kit nature of the box is always featured — differentiating from simple bottle-delivery subscriptions. Limited-edition seasonal bottles create natural urgency in campaign copy.
Craft Gin Club shows that subscription gifting is one of the highest-ROI paid social strategies available to DTC brands. A gift subscription front-loads LTV: the recipient becomes a subscriber who may continue beyond the gift period. For subscription marketers, optimising for gifting occasions — not just self-purchase — can dramatically increase both volume and average LTV per acquired customer.
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