How the Artisanal Spirits Company turned its members into shareholders.
ART rebuilt its investor website as an interactive hub, then used shareholder identification and an enhanced benefits programme to convert loyal customers into investors.
- Industry
- Consumer goods
Problem
ART faced a disconnect between business value and share price, driven by low liquidity on AIM. The infrastructure to maintain and scale company-member relationships simply didn't exist, and low liquidity is a vicious cycle: without it, institutions can't commit, and without institutions, liquidity stays low.
Impact
Around 10% of existing UK members invested more than £1,000 in shares at its initial public offering (IPO), raising roughly £3m from the membership base alone, a portion of the raise that was oversubscribed. ART now manages thousands of shareholders enrolled in its benefits programme, has built a positive liquidity flywheel, and even discovered a few hundred investors who weren't yet members.
- ~£3m
- Raised from members
- ~10%
- Of UK members invested at IPO
- Oversubscribed
- Membership portion of the raise
- Thousands
- Shareholders in the programme
It definitely works in both directions. You take members and bring them even more into your world by making them owners, but we also found a few hundred investors who aren't members yet. There's another opportunity.
How they did it
- 1
Rebuilt the investor website
The old IR site was no longer fit for purpose. ART rebuilt it as an interactive hub, taking the 'funnel view' of a direct-to-consumer business, simple, focused and easy to act on.
- 2
Identified the shareholder base
Understanding beneficial owners is hard for any listed company. ART used InvestorHub to build a clearer picture of who actually holds shares and how that ownership changes over time.
- 3
Relaunched the benefits programme
A two-tier shareholder benefits programme, designed to be easy to operate and sustainable: discounts on membership renewals, targeted 10–20% product discounts, and exclusive limited-edition bottlings for shareholders who invested in specific windows.
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