Vinebox delivers premium wine by the glass, curated for discovery. Customers were already buying it as a gift for birthdays, holidays, and corporate occasions at scale. The gifting behaviour was there. The infrastructure to support it wasn't.

"Gifting is a very important part of our business. Many customers were purchasing Vinebox specifically as a gift. The demand was there. Our execution on the gifting experience just wasn't where it needed to be." Elisabeth Vezzani, Co-founder, Vinebox
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The numbers backed her up. Around 40% of Vinebox's total revenue was coming from gifting orders. 

What made Vinebox a natural gift also raised the stakes.

"It's a unique, premium product with a strong 'wow' factor upon delivery. It's not something people typically buy for themselves every day, which makes it feel special and elevated as a gift."

When your product commands that kind of attention, the experience around it has to hold up.

The Challenge: No Infrastructure Behind a High-Intent Behaviour

Vinebox's gifting process relied entirely on printed notes packed inside the box. For a brand receiving gift orders at volume, that created a ceiling.

"We included printed gift notes inside the box. It worked functionally, but it didn't create a particularly polished or modern experience for either the sender or recipient."
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Behind that surface-level gap was a deeper operational problem:

• Every gift message was handled manually, adding fulfilment overhead at scale
• Senders had no control over timing or personalisation after purchase
• Recipients had no digital touchpoint, just a card in a box
• There was no visibility into whether the gifting experience landed
• No data on gifting volume, engagement, or recipient behaviour
• No way to measure or improve what gifting was actually delivering for the business

The Solution: Gifting Infrastructure That Matches the Brand

‍Implementing Giftnote replaced the manual process with a platform built for scale. Senders gained control. Recipients got a branded digital experience. And for the first time, Vinebox had visibility into how gifting was performing.

Onboarding was fast and thorough.

"Nick took the time to walk us through the platform in detail, making sure we understood both the core functionality and the broader capabilities," Elisabeth says.
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"We initially started by using only a portion of the features, but because everything was so seamless and easy to implement, we've gradually expanded into more of what Giftnote offers."
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"They are incredibly responsive, easy to collaborate with, and genuinely invested in helping us improve our gifting experience," Elisabeth notes. "It's rare to find a team that is both highly capable and so easy to work with."

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The Results: From Manual Overhead to a Managed Experience

With Giftnote in place, Vinebox shifted from managing gifting logistics to managing a gifting experience. The operational overhead came down. The quality went up.

"It has allowed us to focus more on delivering a high-quality, end-to-end gifting journey rather than managing the logistics manually," says Elisabeth.
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Customer response validated the change immediately.

"We've received a strong amount of customer feedback, almost all of it positive," he adds. "Customers have also provided helpful suggestions that have allowed us to continue refining and enhancing the experience even further."
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That feedback loop is now a feature of how Vinebox develops its gifting experience, something a printed card in a box could never provide.

The Verdict

"Giftnote has allowed us to transform gifting from a basic feature into a core part of our customer experience, elevating both engagement and overall satisfaction."
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Vinebox didn't need to create gifting demand. They needed a platform that could handle it properly. Now the infrastructure matches the product, and gifting is a channel they can see, manage, and grow.