Thirstie

About Thirstie

Thirstie provides enterprise software solutions for the beverage alcohol industry, enabling brands to establish and manage direct-to-consumer (DTC) e-commerce capabilities. The company was founded in 2014 by Devaraj Southworth and Maxim Razmakhin, who both attended Ohio Wesleyan University. Southworth, a serial entrepreneur with a background in digital media and mobile technology, previously served as a vice president at American Express and founded a digital agency, iThink Labs. Razmakhin, who was named to the Forbes 30 Under 30 list, has experience in product development and data analysis.

Initially launched as a consumer-facing alcohol delivery marketplace, Thirstie pivoted in 2017 to a white-label, business-to-business model. This strategic shift focused on providing alcohol brands with the technology to create their own branded online storefronts while adhering to the complex three-tier system of alcohol distribution. The company's patented platform routes online orders placed on a brand's website to a national network of licensed retailers for fulfillment. This model allows brands to own their customer data and gain insights into consumer purchasing behavior, a significant departure from selling through third-party marketplaces. Revenue is generated through monthly flat fees paid by the alcohol brands for the e-commerce plan.

Thirstie's offerings include a robust API, consumer insights analytics, and ROI tracking to help brands improve their marketing performance. The company also introduced an industry-first branded gift card solution to further drive online sales. Over its history, Thirstie raised a total of $12.1 million in funding over five rounds. A significant milestone was a strategic partnership and investment from Republic National Distributing Company (RNDC) in 2022, aimed at combining Thirstie's technology with RNDC's distribution network. In May 2024, facing a drop in client demand as alcohol brands pulled back on e-commerce investments post-pandemic, Thirstie was acquired by Cocktail Courier, a cocktail kit delivery service also founded in 2014. The deal, a mix of stock and cash, combined Thirstie's B2B technology with Cocktail Courier's direct-to-consumer marketing and established customer base. Thirstie continues to operate under its own brand, with its technology being integrated into Cocktail Courier's operations.