About the brand
Jinger Drinks is a premium non-alcoholic wellness drinks brand operating in the fast-growing functional beverages space. With strong early traction from physical markets and a loyal customer base, they came to JM Digital needing a structured ecommerce strategy to retain customers, build sustainable growth, and convert their CRM into a genuine revenue channel.
The challenge
When Jinger Drinks first engaged JM Digital, their email database sat at under 1,000 contacts and CRM was generating £0 in revenue during some months. Despite having a strong product and genuine customer enthusiasm, there was no structured approach to retaining those customers beyond their first purchase. Trading was reactive rather than planned, and without a deliberate strategy in place, the brand was leaving significant revenue on the table every month.
What we did
JM Digital took full ownership of Jinger Drinks’ ecommerce trading strategy, CRM, and email marketing programme. The first priority was database growth. We A/B tested pop-up acquisition formats, pitting a standard static form against a spin-the-wheel gamified format. The spin-the-wheel saw significantly higher sign-up rates, and became the foundation of a scaled acquisition strategy that grew the database from under 1,000 contacts to over 5,000.
With a growing database in place, we built out segmentation, targeted acquisition flows, and automated email sequences designed to convert new subscribers and retain existing customers without relying on discounting. A structured trading calendar was introduced, aligned to key consumer moments throughout the year, with every campaign built around a benefit-led, storytelling approach rather than competing on price.
The no-discount strategy was a deliberate commercial decision. Jinger Drinks operates with strong product margins, and protecting those margins while driving volume through retention and value-led marketing was central to the approach. Black Friday 2025 is the clearest example of this in practice: rather than discounting product, we analysed delivery behaviour across the customer base, identified free delivery as a lever that could drive strong performance at a cost of just £3.20 per order, and built the campaign around that insight. The result was a record day, a record hour, and record offer performance, all without a single product discount.
The results
Across the full year of 2025, Jinger Drinks achieved revenue growth of +50% year on year, with orders up +32%, returning customers up +62%, and new customers up +25%. Subscription revenue grew +23% and the brand set 15 or more individual records across the year. CRM went from generating nothing in some months to becoming a six-figure revenue channel.
The momentum continued into 2026. Q1 alone delivered revenue equivalent to a third of Jinger’s total revenue for the full year of 2025. January 2026 set a new revenue record, up +51% on the same month the prior year. Email subscribers passed 6,000 by the end of Q1, and subscription revenue posted its strongest quarter ever, up +102% year on year.
“Huge shoutout to JM Digital for really understanding what our business is about and building a brilliant email journey leading up to Black Friday and Cyber Monday. The strategy wasn’t just about discounts, it was about trust, storytelling, and staying aligned with our values.” Saif Rafiq, Jinger Drinks
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JM Digital works with DTC brands across the UK and Ireland on email marketing, CRM, Shopify, and influencer-led growth. Get in touch to talk through your goals.
