With a slick rebranding, Drizly relaunches a more user-focused mobile app

Drizly's rebranding features new ads with the slogan, "Get the door. It's the liquor store."
Drizly's rebranding features new ads with the slogan, "Get the door. It's the liquor store."

Boston-based Drizly, an alcohol delivery application, has been one of the more successful Boston startups over the past two years. Since launching in 2012, the company has raised $4.8 million and expanded its beer, wine, and liquor delivery operations to more than 11 US metropolitan areas, most recently launching in the San Fernando Valley in California.

On Monday, the company is launching a new brand identity and releasing a completely revamped version of its mobile application.

Drizly's new logo.

Drizly’s new logo.

The rebranding completely changes the company’s look and feel; they’ve ditched their old logo, which featured the word “Drizly” and bubbles, and are now using an outline of a bear with the company name inside.

As far as rebrandings go, this is a complete overhaul; it gives the company more of a lively identity that it seemed to have lacked over the past couple of years.

“This is a long time coming, and something that we’ve had to be very patient for,” said co-founder and chief executive Nick Rellas.

“We are trying to create an e-commerce experience that is really satisfying and fun,” said senior vice president of marketing Michael Dilorenzo. “The new brand identity gives us a better platform for becoming among the most satisfying places to shop online.”

Both Rellas and Dilorenzo emphasized the companies push to be identified with “the joy of drinking.” Rellas even said that the company wants to be aligned with a return to a cultural time period — he specifically referred to the ’50s, ’60s, and ’70s — where the consumption of alcohol occurred more around house parties than nights out at a club or local bar.

The rebranding is the work of Breakaway Innovation Group, a venture firm and creative services shop that was an early investor in the company.

The new brand identity is also a major component of the application relaunch, which also offers a host of expanded features. The app now features a better recommendation engine and themed categories (think “What to Buy for St. Patrick’s Day” or “Best Wines Under $20”) as well as user-specific personalization and social media and curated content components.

But the data that the application now collects is perhaps most impressive. Past orders are saved, and are recommended as a purchase option upon opening the application. The top types of alcohol a user buys, say IPAs or California merlots, help drive the app’s recommendation engine. The data is not only helpful to the user, but could eventually be used to provide insights to both liquor distributors and brands on customer behavior.

“We wanted to create a great consumer experience that is actually better than going to the local corner liquor store,” Rellas said.

Over the next year, the company is looking to expand to upwards of 40 major cities in the United States and Canada by the end of 2015. The company is also looking to grow within New England, with plans to launch in Providence at some point in the next few weeks. Another major market that the company may be planning to launch in soon is San Francisco.

“If you thought our expansion was rapid in 2014,” Rellas concluded coyly, “you are going to see that accelerated at the beginning of this year.”

Dennis Keohane was a Senior Staff Writer for BetaBoston.
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