JPHA whisky retailer: 57% email-attributed revenue

Founded in 2019, this online retailer sells premium Japanese, Scotch and world whiskies.

The challenge

Email drove under 10% of revenue, and the store struggled to keep repeat customers and limit churn.
The main newsletter list was growing slowly.
Customers heard almost nothing from the store after they ordered.
The team did not know how to connect with subscribers through email.

What we did

Built 8 flows: 4 core and 4 advanced.
Wrote targeted content to build rapport with the audience and explain what makes the store different.
Used data on customer preferences to make each send relevant.
Focused on growing subscription sign-ups and managing churn.

Results

57% of revenue attributed to email.
£102K+ in email revenue in 3 months.

Reading the result

The three-month label belongs to the £102K+ email-revenue figure in the original overview. The slides do not identify the calendar dates or reporting settings behind the 57% share. The source comparison below keeps these figures separate from the later client video.

£102K+

Email revenue

57%

Email attributed

Flows

3 months

Period

From the original case study

Challenge and solution summary for the whisky retailer — Challenge and solution

Sources and measurement

Source	What it reports	Measurement context
Original case overview	57% email-attributed revenue; £102K+ email revenue	The money total is labeled “in 3 months”. Calendar dates and attribution settings are not shown.
Original challenge and solution slide	Starting email share below 10%; eight flows, four core and four advanced	Describes work and starting conditions. It does not isolate the effect of each change.
Client video published January 14, 2025	James describes roughly 15% to 40% revenue share and about a year of working together	A separate client account. Reporting dates and settings are not stated; it is not a continuation of the case series.

The case slides and testimonial describe different figures. The public material does not establish a shared period or measurement setup, so we keep them separate.

The original slides do not disclose the attribution window, eligible interactions, margin, comparison baseline or concurrent promotions. These results are agency-reported, not an independently audited estimate of incremental sales.

For a wider comparison, see how to read agency metrics and the agency evaluation worksheet.

JPHA's account in a separate client video

These videos were published on HWM's channel. They describe customers' experiences and do not independently verify the case-study results.

James Pham, CEO at JPHA

Video published January 14, 2025 · 0:55

James describes working with HWM on flows and campaigns for a UK whisky and premium spirits retailer.

“They're really easy to talk to and quick to adapt.”

Watch the excerpt at 0:43 on YouTube

Read selected transcript excerpts

Transcribed from automatic YouTube captions. Punctuation and brand spelling have been edited for readability; some filler words are omitted. Follow the time links to check the original recording.

0:13–0:27
Our email revenue was around 15,000, making around 15% of our total revenue. After using Huge Win Media, our revenue jumped to around 50,000, making up to 40% of our revenue.
0:32–0:39
Huge Win Media has been very instrumental in helping us develop automatic flows and manage all our campaigns seamlessly.
0:43–0:49
Their one-on-one communication. They're really easy to talk to and quick to adapt.

The video does not state the currency, reporting dates or attribution settings for those amounts. Its 15% and 40% figures cannot be reconciled with the separate 57% case figure from the published sources alone.

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