A gin subscription service called Garden Street Gin Club is bringing small-batch, artisanal spirits directly to gin lovers’ doorsteps, tapping into growing interest among consumers in discovering new products and flavours.

Garden Street, which was founded by Lauren Smith and Josh Robinson (below), delivers a curated selection of premium craft gins to subscribers every one or two months.

Each delivery showcases a different full-sized 700ml bottle of Australian craft gin along with two matched tonic waters, snacks, a bag of matched garnishes, a magazine and a gift. Members also receive a welcome pack featuring two crystal gin glasses, plus invitations to online masterclasses, recipes and access to exclusive members-only releases.

“We’re excited to provide Australians with a convenient and enjoyable way to discover new flavours and expand their gin horizons,” said Smith.

“Our team is passionate about gin and dedicated to sourcing rare and exclusive varieties from distilleries across Australia to deliver a truly unique experience to our members.”

Garden Street Gin Club takes its name from the street where Robinson grew up – a place he describes as being dear to his heart and synonymous with fond memories shared with friends and family.

Rising interest in subscriptions among younger consumers

Novelty and experimentation is key to connecting with Gen Z according to Morning Consult. This can come in the form of product innovation, ideas for new flavour combinations, recipes, serving suggestions or even new occasions.

Younger consumers also tend to do more of their shopping via subscription, according to the PYMNTS Intelligence report “The Replenish Economy: A Household Supply Deep Dive”.

The study found that 39% of millennial consumers reported using scheduled and auto-fill product subscriptions for most of or all their regularly used products in the previous six months. This share is significantly greater than the 31% of consumers overall that said the same.

The PYMNTS Intelligence report “The Impact of Subscription Models on Consumer Choice” found that millennials and Gen Z consumers are disproportionately likely to purchase multi-model subscriptions, holding a range of different retail subscription types. Plus, Gen Z consumers are the most likely to hold surprise box subscriptions.

Barsys founder and CEO Akshet Tewari told PYMNTS: “I think subscription is going to be is the way forward, because for people — the millennials and Gen Z coming into picture — there’s a massive rise in experimentational drinking.”