DRINKS For
DRINKS For
DRINKS For
DRINKS For
DRINKS For
How a Floral Gifting Brand Turned Valentine's Day Into a Wine Moment
62%
Higher attachment rate vs. comparable add-ons on site
+45%
Projected lift in alcohol sales during Valentine's Day vs. baseline
20-30%
Week-over-week growth in wine attachment rate since launch
“At UrbanStems, we’re always exploring new ways to elevate the art of gifting through thoughtful curation and beautifully designed experiences. Delivering fresh flowers nationwide next-day is already a complex operation, and incorporating wine introduces an entirely new level of sophistication and logistical challenge. By partnering with DRINKS, we’re able to simplify that complexity behind the scenes and give customers a truly seamless, elevated gifting experience."
Meenakshi Lala
CEO
Holidays are everything in gifting. Valentine's Day—which UrbanStems CEO Meenakshi Lala calls "our Super Bowl and Black Friday combined into one"—drives an outsized share of annual revenue. With consumers expected to spend a record $29.1 billion on Valentine's Day in 2025 (NRF), the demand for elevated, bundled gifts was there. Wine was the obvious complement to flowers.
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DaaS Integration
API integration allowed for seamless checkout for customers.
Build the Brand
Cohesive brand story across packaging, assortment, and more.
Full Footprint
Licensed network allowed shipments to 44 states and 96% of US population.
Strategic Support
Tech stack consulting and selection, best practices training, regulatory guidance, and more.
Launch before your peak, not during it: UrbanStems went live in November so wine was a proven, indexed part of the experience by February. Brands that wait until the holiday miss the adoption curve.
Integrate into existing purchase flow: Wine lives inside UrbanStems' checkout as a natural add-on—not a separate storefront. Customers don't have to think about it; they just add it.
Let the occasion drive the bundle: Flowers + wine is a natural gifting pair. UrbanStems didn't have to convince customers of a new behavior—they just removed the friction from one they already wanted.
Use KPIs built for bundling: Attachment rate—tracking how often customers add wine to a bouquet—gave UrbanStems a clear, holiday-relevant signal on performance.
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