Founder: Ed Leigh
Business: Animation Explainers
Revenue/Month: $17.5K 
Founders: 2 
Employees: 0 
Website: topwhiskies.com
Location: London, England, Great Britain. 
Founded: 2019

TopWhiskies is reshaping the way enthusiasts explore the world of whisky, bringing independent producers into the spotlight and connecting their creations with a growing audience. Launched in 2016, the company has grown from a casual blog into a flourishing eCommerce platform, earning its place as a trusted resource for those seeking rare and artisanal bottles. Co-founder Ed Leigh’s journey offers a fascinating glimpse into the brand’s evolution and its mission to champion underrepresented whisky makers. 

Leigh traces the company’s origins to his time in Hong Kong, where he worked in financial services. Feeling the need for a creative outlet, he started a whisky blog with his best friend, Evan, who was based in London. “We wanted to stay connected and share something we both loved—whisky,” Leigh says, reflecting on the platform’s humble beginnings. What started as a simple blog quickly gained traction through Instagram, where their short, engaging posts began attracting followers from around the world. 

As the audience grew, so did the content. Leigh and his co-founder began experimenting with video reviews on YouTube, showcasing tastings and sharing their thoughts on lesser-known bottles. It wasn’t long before they found themselves drawn to the artistry of small-scale producers. “We were captivated by the stories these independent distilleries had to tell,” Leigh explains. “There’s something special about a single-cask release or a limited-edition bottle that you just don’t get with the big brands.” 

The real turning point came when their audience began asking where they could purchase the bottles featured in TopWhiskies’ content. Realizing this gap in availability, Leigh and his partner decided to pivot. “In October 2020, we launched our online store,” he recalls. “It was a natural progression—our followers trusted us, and we already had relationships with producers. We weren’t just selling whisky; we were connecting people with stories and craftsmanship they couldn’t find elsewhere.” 

Today, the TopWhiskies shop is home to a carefully curated selection of bottles. These include rare offerings from producers like Chapter 7, known for its single-cask releases, and The Firkin Whisky Co., which specializes in double-wood casks. Leigh is quick to highlight the diversity in their portfolio, which also features celebrated figures like Dhavall Gandhi of The Lakes Distillery. “Every bottle we feature has a story,” Leigh says. “It could be the result of a unique aging process or the vision of an innovative blender. We want our customers to feel like they’re discovering something truly special.” 

TopWhiskies’ growth hasn’t been limited to its eCommerce business. Social media remains at the heart of its strategy, with the brand amassing over 100,000 followers on Instagram and close to 10,000 subscribers on YouTube. These platforms have become vital for connecting with whisky lovers, offering everything from entertaining reviews to behind-the-scenes glimpses of distilleries. “Social media is where it all started for us, and it’s still one of our most important tools,” Leigh shares. 

The numbers underline the company’s success. Over the past year, TopWhiskies has seen an average monthly turnover of $17,500, with year-over-year sales growth hitting 50%. But for Leigh, the focus is less on the numbers and more on the impact. “We’ve always been about celebrating the producers who don’t always get the attention they deserve,” he says. “Our goal is to make these incredible whiskies accessible to more people while fostering a community of enthusiasts who share our passion.” 

This blend of authenticity and innovation is what continues to set TopWhiskies apart. Whether it’s through their online store, their vibrant social media presence, or the stories behind each bottle, Leigh and his team are elevating the experience of whisky discovery. 

Building the Foundations of a Whisky Empire 

Before TopWhiskies became a go-to destination for independent whisky enthusiasts, its co-founder Ed Leigh honed his skills in the corporate world. Years spent in high-stakes roles within the digital operations of a global insurance powerhouse equipped him with an invaluable toolkit: an eye for efficiency, a knack for simplifying complexity, and a deep understanding of how to leverage technology for scalable growth. These lessons would become the backbone of TopWhiskies, enabling him to transform a passion project into a thriving business. 

Leigh recalls the lean beginnings of the venture with a sense of pride. “When we started, we were determined to keep costs low,” he says. “We registered the domain, paid for hosting, and that was about it. We wanted to prove the concept first before sinking any significant money into it.” This pragmatic approach allowed the duo to focus on fostering a community of whisky lovers without being bogged down by financial pressure. 

Initially, the site’s following translated into revenue through brand-sponsored social media posts. As Leigh explains, “Brands would approach us, offering payment for featuring their bottles on our Instagram or YouTube. It was great validation that what we were doing had value.” However, the pandemic would prove to be the true turning point. With lockdowns forcing consumers online, demand for high-quality whisky—and a trusted source to buy it—surged. “That’s when we started hearing the same question over and over: ‘Where can I buy this?’” 

Sensing an opportunity, Leigh and his co-founder pivoted swiftly to eCommerce. They soon realized, however, that selling alcohol online came with its own set of challenges. “Navigating the logistics was a steep learning curve,” Leigh says. “We had to secure alcohol licenses, figure out international shipping regulations, and build relationships with warehousing and delivery providers. It wasn’t easy, but once those pieces were in place, we could see the path forward.” 

The transition was validated almost immediately. During their first holiday season as an online retailer in 2020, orders started pouring in. “The response was incredible,” Leigh shares. “We knew then that this could be more than just a side project—it could be a real business.” Encouraged by that early success, the team spent the following year onboarding more brands, expanding their selection, and integrating the eCommerce platform with their content strategy. 

Yet, even as the business grows, Leigh emphasizes the importance of efficiency. Automation, he notes, has been a game-changer. “From order processing to inventory management, we’ve automated everything we can,” he says. “That gives us the freedom to focus on the bigger picture—building relationships with suppliers, identifying new opportunities, and continuing to share the love of whisky.” 

For Leigh and his partner, this streamlined approach isn’t just about profitability—it’s about maintaining the joy that sparked the creation of TopWhiskies in the first place. “At the end of the day,” Leigh says, “this is something we love doing. It’s work, yes, but it’s also fun. That’s why we started, and that’s why we keep going.” 

From Idea to Launch: The Road to Bringing TopWhiskies Online 

Turning TopWhiskies into a full-fledged eCommerce business wasn’t simply a matter of flipping a switch. With alcohol sales being among the most heavily regulated industries, Leigh and his partner faced a labyrinth of legal, logistical, and operational challenges. However, their methodical approach and ability to adapt quickly allowed them to build a foundation that was as practical as it was sustainable, paving the way for long-term growth. 

Leigh recalls the legal hurdles as one of their earliest priorities. “In the UK, selling alcohol means you need the right licences before you even start thinking about a product lineup,” he explains. “I had to complete a course and pass an exam to get a Personal Licence. Then, we needed a Premises Licence, which meant finding a warehousing partner that could legally store and ship alcohol.” After exploring their options, the team selected a high-end provider whose services integrated seamlessly with their Shopify platform, enabling compliance and streamlining operations. 

Once the logistics were handled, attention shifted to crafting the storefront itself. Leigh’s background in digital strategy came into play, ensuring the site didn’t just function but reflected the personality and ethos of the brand. “We wanted the site to feel personal and inviting,” Leigh says. “We pulled heavily from our blog archives to weave in storytelling and added high-quality photography to give the bottles the spotlight they deserved.” 

Launching the store required more than just technical preparation—it called for a substantial financial commitment. Leigh and his partner funded an initial inventory of approximately £25,000, stocking the store with a carefully chosen selection of independent whiskies. “It was a manageable number,” he notes, “and it allowed us to focus on what we knew our audience would love, without taking on too much risk.” 

Shipping whisky, especially internationally, presented another layer of complexity. “It’s not just about packing a fragile product,” Leigh explains. “You’re dealing with customs, excise duties, and a web of regulations that vary from country to country.” Domestically, they leaned on alcohol-focused couriers like APC, while internationally, major carriers like FedEx and DHL handled deliveries. “Our warehouse partner uses Mintsoft, which automates customs documents and ensures everything ships smoothly. That system has been a lifesaver.” 

The timing of the launch—just before the 2020 holiday season—gave TopWhiskies an early advantage. Whisky’s natural appeal as a premium gift item aligned perfectly with their offering, and the rush of seasonal shopping provided strong initial traction. “It was a calculated move,” Leigh says. “The holidays gave us the perfect opportunity to introduce the brand to a wider audience.” 

A Four-Pronged Approach to Growth 

With the store successfully launched, the next challenge was building a loyal customer base. Leigh and his partner leaned on a multi-channel strategy that combined their digital roots with new initiatives designed to expand their reach and reinforce their connection with whisky enthusiasts. 

Social media remained at the core of their efforts. Having grown an Instagram following to over 100,000 by the time the store launched, the platform became an essential tool for sharing product stories and engaging directly with their audience. “Instagram was where we built our community,” Leigh says. “But it’s a tricky space—algorithm changes and restrictions on alcohol-related content mean you can’t rely on it alone.” 

Paid advertising became an early avenue for growth but came with its own set of challenges. “Google Ads worked better for us than Facebook,” Leigh shares. “But paid campaigns are expensive, and when you factor in customer acquisition costs, the margins can get tight. We knew we needed to lean more on organic growth.” 

Their blog-writing experience proved invaluable in this regard. Educational articles, listicles, and reviews became a major traffic driver, doubling as a way to connect with whisky lovers searching for information online. “Articles on topics like sherry cask maturation or recommendations for collectors performed really well,” Leigh explains. “It’s about giving people content that answers their questions and deepens their appreciation for what we offer.” 

Collaboration also played a pivotal role. During lockdowns, virtual tastings helped introduce their products to new audiences, while joint bottlings and limited-edition releases drew attention from dedicated whisky communities. “We partnered with distilleries and even worked on charity releases,” Leigh says. “It’s a lot of effort, but those projects create a sense of connection that’s hard to replicate with other strategies.” 

This blend of social media engagement, strategic content creation, paid advertising, and collaborative projects has driven TopWhiskies’ growth. Leigh credits the balance of these efforts with allowing the business to remain true to its roots while expanding its reach. “It’s all about staying focused on what matters—great whisky, great stories, and a great experience for the customer.” 

Scaling Success and Expanding Horizons 

With TopWhiskies achieving consistent growth—50% year-over-year—and a clearer path to profitability, Leigh and his partner are doubling down on strategic opportunities that can propel the business forward. By fine-tuning operations and expanding their offerings, they aim to build on their momentum without losing the core appeal that has drawn whisky enthusiasts from around the world. 

Leigh highlights improving profit margins as a key milestone. “When we first started, paid ads were necessary to get the word out, but they’re expensive. Now that we’ve built a strong organic audience, we’re shifting away from paid advertising and focusing more on long-term strategies,” he explains. This includes scaling sales volume, which has allowed them to negotiate better terms with suppliers and reinvest savings into other growth areas. 

Expanding their product lineup is one of those areas. While whisky remains the cornerstone of TopWhiskies, Leigh and his partner are cautiously entering adjacent markets, starting with artisan rums. “There’s a natural overlap between whisky and rum drinkers,” Leigh notes. “We’ve found that our audience shares the same appreciation for small-batch, craft spirits, so it’s a logical next step.” The move isn’t just about diversification; it’s also about continuing to surprise and delight their existing customers with offerings they didn’t know they needed. 

At the same time, Leigh sees international growth as a critical priority. While TopWhiskies already ships globally, there’s an opportunity to better serve key markets through localized content and tailored shopping experiences. “We’re looking at regions like the U.S., Germany, and parts of Asia, where we know there’s a strong interest in independent whisky,” Leigh says. The plan includes creating region-specific campaigns and potentially partnering with local distributors to streamline the customer experience. 

The fourth quarter looms large in their strategy. With colder weather and the holiday season driving demand for premium spirits, TopWhiskies is bracing for its busiest time of the year. Leigh knows that operational excellence will be vital. “The holidays are make-or-break for us,” he says. “We’ve invested in additional inventory, fine-tuned our shipping processes, and are working closely with our warehouse team to ensure we can deliver on time, every time.” 

Looking Ahead: New Ventures on the Horizon 

While managing the demands of a growing business, Leigh is also laying the groundwork for what could be one of TopWhiskies’ most ambitious projects yet: launching their own independent label. It’s an idea that’s rooted in their brand ethos—connecting customers with the stories and craftsmanship behind great spirits—and takes that concept one step further by involving the community in the creation process. 

Leigh envisions a highly interactive approach. “We want to bring our audience into the journey,” he says. “Through social media polls, videos, and behind-the-scenes updates, they’ll help us choose everything from the casks to the packaging design.” It’s a strategy designed to create excitement while deepening customer loyalty. By the time the label debuts, it will already feel like a shared accomplishment for the TopWhiskies community. 

This move also reflects a broader goal: differentiating the brand in an increasingly competitive marketplace. “The whisky world is crowded, and a lot of retailers are fighting over the same bottles,” Leigh explains. “By creating something of our own, we’re not just selling a product—we’re telling a story that our audience is part of.” 

As TopWhiskies pushes into new territories and creative ventures, Leigh and his partner remain focused on the delicate balance that has fueled their success. “We’re growing, but we never want to lose what makes us unique,” he says. “At the heart of it all is our passion for great spirits and the people who make them.” 

Words of Wisdom for Aspiring Entrepreneurs 

TopWhiskies began as a creative outlet, grew into a side project, and eventually transformed into a thriving eCommerce brand. Leigh’s experience demonstrates that successful ventures often start small and evolve through intention, experimentation, and steady growth. His journey offers valuable insights for anyone considering entrepreneurship, whether they’re dreaming of their first side hustle or building toward a full-time business. 

“The most important step is to just start,” Leigh says. “You don’t need everything figured out from day one. Test your ideas, learn as you go, and let things grow naturally.” For Leigh, that meant leveraging the tools at hand—social media platforms like Instagram and a simple blog—to connect with whisky enthusiasts and build an audience long before launching an online store. These early efforts cost little but provided invaluable feedback, allowing the brand to hone its voice and audience without financial risk. 

Social media, he notes, remains a powerful tool for new businesses. “It’s the easiest way to test ideas and connect with people,” he explains. “When we started, we were posting tasting notes and bottle reviews. Those posts sparked conversations and helped us understand what our audience cared about.” Leigh recommends engaging directly with potential customers through platforms like Instagram, where visual storytelling and authentic interactions can drive early momentum. 

Building a website with a blog is another tactic he emphasizes. “You don’t need to overcomplicate things,” Leigh says. “A simple site with good content can make a huge difference. It helps with organic traffic, builds credibility, and gives you a space to share your passion.” In TopWhiskies’ case, the blog became a cornerstone of their strategy, offering everything from educational articles to product reviews that resonated with whisky enthusiasts. 

Beyond digital efforts, Leigh highlights the importance of networking. “You can learn so much from talking to others in your industry,” he shares. “Whether it’s distillers, other retailers, or even customers, those conversations often lead to new ideas or partnerships you wouldn’t have thought of on your own.” Networking helped Leigh discover artisan brands, refine his understanding of the whisky market, and build relationships with suppliers who shared his passion for craftsmanship. 

A resourceful approach to operations also played a critical role. Leigh credits software solutions like Mintsoft and Shopify with making TopWhiskies scalable from the beginning. “We didn’t have the resources to build everything from scratch, so we used what was available,” he says. “There are so many affordable tools now that make it easy to start and grow without needing massive upfront investment.” 

Finally, Leigh advises entrepreneurs to bootstrap as long as possible. “When you’re self-funded, you control your own destiny,” he says. “It forces you to be smart about spending and focus on the things that actually move the needle.” By reinvesting profits into the business and avoiding the pressures of external funding, Leigh and his partner were able to grow TopWhiskies on their own terms. 

His parting advice is simple: “Start somewhere. Post that first piece of content, set up that first website, or make that first call to a potential collaborator. The path forward becomes clearer with each step.” From social media experiments to international shipping logistics, Leigh’s journey underscores that small beginnings can lead to significant opportunities—if you’re willing to take that first leap. 

Success Factors: Why Did TopWhiskies Succeed? 

• Starting Small and Testing Ideas: Leigh and his partner launched TopWhiskies as a lean operation, using low-cost tools like Instagram and a basic blog to test their concept before investing heavily. This approach minimized risk while allowing them to build an audience and gather feedback early on. “The most important step is to just start,” Leigh said, emphasizing the value of experimentation and gradual growth. 

• Building an Engaged Community Through Social Media: Leveraging Instagram to connect with whisky enthusiasts was critical. They created short, engaging content that sparked conversations and built trust with a global audience. This organic connection laid the foundation for future eCommerce success. Their social media strategy created a direct line to customers, showcasing artisan brands and the stories behind them, which resonated deeply with their audience. 

• Focus on Niche Markets and Independent Brands: TopWhiskies filled a gap in the market by spotlighting small-scale, independent whisky producers that were often overlooked by mainstream retailers. This focus on artisanal craftsmanship helped differentiate the brand from competitors and attract customers seeking unique, high-quality products. “There’s something special about a single-cask release or a limited-edition bottle that you just don’t get with the big brands,” Leigh explained. 

• Strategic Timing and Adaptability: The decision to pivot to eCommerce during the pandemic, when online shopping surged, was a pivotal moment. Leigh and his partner were quick to recognize the demand and adapt their model to meet it. Launching the online store just before the 2020 holiday season further capitalized on whisky’s appeal as a premium gift item, driving strong initial sales. 

• Leveraging Technology for Efficiency: The use of affordable software solutions like Shopify and Mintsoft allowed them to manage logistics, automate operations, and scale the business without requiring extensive resources. This streamlined approach kept costs manageable while supporting growth. “Automation plays a critical role, keeping day-to-day operations efficient and freeing up time for strategy,” Leigh shared. 

• Storytelling and Content Marketing: The brand’s roots in blog writing translated into a robust content marketing strategy. Articles, reviews, and educational posts about whisky not only attracted organic traffic but also deepened customer engagement by sharing the artistry and craftsmanship behind the bottles. “A simple site with good content can make a huge difference,” Leigh noted, highlighting the importance of storytelling. 

• Strong Supplier and Industry Relationships: Networking within the whisky industry helped Leigh and his partner discover new brands, learn from others, and establish valuable partnerships. These relationships were instrumental in curating a unique and compelling product lineup. “You can learn so much from talking to others in your industry,” Leigh said, underscoring the importance of collaboration. 

• Careful Financial Management and Bootstrapping: By self-funding their business and reinvesting profits, TopWhiskies avoided the pressures of external funding, maintaining control over their vision and growth pace. This allowed them to scale sustainably. “When you’re self-funded, you control your own destiny,” Leigh explained, emphasizing the importance of staying lean and resourceful. 

• Customer-Centric Approach: Whether through curated product selections, user-friendly website design, or interactive initiatives like virtual tastings, TopWhiskies prioritized the customer experience. This focus on delighting their audience fostered loyalty and strengthened the brand. Plans for a future independent label—where customers can participate in the creative process—demonstrate their commitment to engaging with their community on a deeper level. 

• Adaptation to Market Needs: Beyond whisky, Leigh and his partner recognized opportunities to expand into adjacent markets, such as artisan rums, based on customer interests. This willingness to evolve while staying true to their core values positioned the brand for continued growth. 

Key Lessons to Learn 

1. Start Small, but Start Somewhere: The biggest hurdle for many aspiring entrepreneurs is taking the first step. Leigh and his partner began with a blog and an Instagram account—simple, low-cost tools that allowed them to test their ideas without financial risk. Lesson: Don’t wait for perfect conditions to begin. Start with what you have and refine your approach as you grow. 

2. Find and Focus on Your Niche: TopWhiskies succeeded by identifying a gap in the market: the lack of visibility for independent whisky producers. Instead of competing with large retailers on mainstream products, they carved out a space that prioritized artisanal brands and unique, small-batch releases. Lesson: Specialization allows you to stand out in crowded markets. Focus on solving a specific problem or serving an underserved audience. 

3. Leverage Social Media to Build Relationships: Leigh and his partner used Instagram to engage directly with whisky enthusiasts, share authentic content, and foster a sense of community. Their organic growth on social media provided a strong foundation for their eCommerce pivot. Lesson: Social media is a powerful and cost-effective way to build your brand and connect with your audience before selling anything. 

4. Storytelling is a Powerful Differentiator: By emphasizing the craftsmanship and stories behind each bottle, TopWhiskies transformed their products into experiences. This focus on storytelling not only appealed to whisky lovers but also aligned with the brand’s personality and mission. Lesson: Products become more valuable when you tie them to compelling stories. Build your brand around narratives that resonate with your audience. 

5. Adapt Quickly to Market Opportunities: The pandemic and the surge in online shopping highlighted the importance of flexibility. When Leigh and his partner recognized the demand for eCommerce whisky sales, they moved quickly to pivot their business. Lesson: Success often comes from being prepared to adapt when opportunities arise. Stay nimble and open to change. 

6. Invest in Scalable, Affordable Tools: Instead of building expensive custom systems, Leigh used off-the-shelf solutions like Shopify and Mintsoft to handle logistics, automate processes, and scale operations without breaking the bank. Lesson: Leverage existing technology to reduce startup costs and streamline operations, especially in the early stages. 

7. Engage with and Learn from Your Network: Leigh’s ability to build relationships within the whisky industry provided inspiration, collaboration opportunities, and access to unique products. Lesson: Networking isn’t just about expanding contacts; it’s a way to gather insights, learn from others, and form partnerships that fuel growth. 

8. Keep Costs Lean and Reinvest Profits: By bootstrapping the business and reinvesting their earnings, Leigh and his partner retained full control over their vision while scaling sustainably. Lesson: Avoid unnecessary debt or external funding pressures by reinvesting profits and staying financially disciplined. 

9. Listen to Your Audience: The shift to eCommerce and even the decision to expand into artisan rums were both driven by customer feedback and interests. Leigh and his partner paid close attention to what their audience wanted and aligned their strategy accordingly. Lesson: Your audience is your most valuable resource. Listen to them, and use their feedback to inform your decisions. 

10. Prioritize Customer Experience: From creating an easy-to-navigate website to offering products that told compelling stories, TopWhiskies put their customers’ experience at the center of their business. Their plans for an independent label—allowing customers to participate in the creative process—further demonstrate this ethos. Lesson: Loyal customers come from great experiences. Make every touchpoint with your brand meaningful, personal, and engaging. 

11. Be Patient and Intentional with Growth: TopWhiskies scaled gradually, starting with a manageable £25,000 inventory and growing in stages. Their deliberate approach ensured the business didn’t outpace its infrastructure or resources. Lesson: Sustainable growth requires patience. Build a strong foundation before pursuing aggressive expansion. 

12. Embrace Creativity in Building Brand Loyalty: Through initiatives like virtual tastings and plans for an audience-collaborated whisky label, TopWhiskies used creativity to engage their community and foster loyalty. Lesson: Find innovative ways to involve your audience in your brand’s journey. Collaboration builds deeper emotional connections. 

Opportunity Matrix 

Founder Background 

Ed Leigh had a corporate background in digital operations within the financial services sector. His experience included streamlining processes, customer-focused strategies, and leveraging technology for scalability. His global exposure (UK and Southeast Asia) informed his entrepreneurial instincts. 

Problem Identification 

Independent whisky brands were often overlooked by mainstream retailers, making it difficult for consumers to discover and access small-scale, artisan producers. Whisky lovers were also looking for trustworthy, curated guidance on rare and craft spirits. 

Market Opportunity 

The global whisky market is growing, fueled by increasing interest in premium and artisanal spirits. This trend aligns with consumer desires for high-quality, authentic, and unique experiences. The pandemic accelerated the shift toward online shopping, creating opportunities for digital retailers. 

Competitive Landscape 

Competition includes large retailers with extensive selections but limited focus on small brands, as well as niche whisky subscription services. However, few competitors emphasize storytelling and community building like TopWhiskies. 

Market Research 

Leigh and his partner relied on insights gained from their social media following and blog readership. Audience interactions, feedback, and questions (e.g., “Where can I buy this?”) highlighted unmet demand for independent whiskies and guided their eCommerce pivot. 

Business Model 

Direct-to-consumer (DTC) eCommerce model focused on curated independent whisky brands. Revenue streams include product sales, collaborations, and virtual tastings. Early revenue also came from paid social media partnerships. 

Initial Capital 

Self-funded with an initial inventory investment of £25,000. The founders kept startup costs low by using accessible tools like Shopify for their website and Mintsoft for logistics automation. 

Product/Service Development 

TopWhiskies began by curating a small selection of artisan whiskies and gradually expanded the portfolio. The focus was on small-batch producers, single-cask releases, and brands with compelling stories. Plans for an independent label involve customer participation in product creation. 

Marketing Strategy 

• Social media (Instagram, YouTube) for building community and showcasing products. 

• Organic content like blog articles, reviews, and educational posts to attract traffic. 

• Paid advertising (e.g., Google Ads) initially used but scaled back over time as organic reach grew. 

• Virtual tastings and collaborations with distilleries to drive brand engagement.  

Milestones  

• 2016: Launched as a whisky blog and Instagram account. 

• October 2020: Pivoted to eCommerce. 

• 2020 Holiday Season: First major sales spike. 

• 2021: Achieved year-over-year sales growth of 50%. 

• Grew Instagram following to over 100,000 by 2020, with close to 10,000 YouTube subscribers. 

Scalability 

TopWhiskies is scalable due to its eCommerce infrastructure and reliance on automation for logistics, order processing, and inventory management. The business has also started expanding into adjacent markets (e.g., artisan rums) and exploring international growth opportunities with localized strategies. 

Potential Risks and Challenges 

• Regulatory complexities in selling alcohol, including licensing and international shipping compliance. 

• Reliance on social media platforms, which are subject to algorithm changes and content restrictions. 

• Competitive pressure from larger retailers and subscription services. 

• Managing quality control and consistency as the product portfolio grows. 

Key Performance Indicators (KPIs)  

• Year-over-year revenue growth (50% in 2021). 

• Monthly turnover (averaged $17,500). 

• Social media metrics: Instagram followers (100,000+), YouTube subscribers (10,000). 

• Customer retention rate. 

• Average order value and profit margins. 

• Website traffic and blog engagement metrics (e.g., article views).