In Good Taste sells curated wine flights in mini bottles, a format built to ship and built to gift. Over seven years the brand produced more than 7 million of them, along with 200,000 wine advent calendars, and earned press from the TODAY Show, Forbes, and CNN Underscored.

The product is what makes the gifting work. A mini-bottle flight is easy to ship, easy to receive, and easy to hand to someone as a gift.

What the product invited, the checkout couldn't yet handle. A manager sending kits to a team, or an executive assistant sending them to a client list, needed to reach many addresses from one order, once a year, on a deadline. That's a different shopper than the one buying a kit for themselves, and standard e-commerce serves them poorly.

The challenge: gifting breaks the rules of standard e-commerce

Standard e-commerce runs on one assumption that someone picks a product, checks out, ships to one address. Gifting flips that. One order might be a spreadsheet of 50 recipients, each with a different address and a gift message, and every detail has to be right.

That single problem splits into two. Some orders are large or custom enough that the buyer wants In Good Taste's team to run them. Others are small enough that the buyer would rather place them in a few minutes, on their own, without an email thread. A gifting program has to serve both, and standard Shopify checkout serves neither.

Also, a regulated product raises the stakes

Wine adds constraints that a box of cookies doesn't. Recipients must be 21+, a signature is required on delivery, and In Good Taste can't ship to several states or to P.O. boxes. A single bad address doesn't just delay a gift, it turns into a return on a product that can't be re-dropped on a doorstep. Any multi-recipient path had to catch those errors before an order shipped.

The switch: one app, two jobs

In Good Taste integrated Send To Many, the Shopify app, built for multi-recipient gifting, to serve both the self-service buyer and the corporate account from one system. The same recipient data, address validation, and order logic power the do-it-yourself path and the team-run path alike, with orders generated inside Shopify so customers, discount codes, inventory, and order history stay in one place.

Self-service: the advent calendar and kits, sent to many

The wine advent calendar is built to send: one SKU carries a month of daily tastings to each recipient. A buyer sending it, or any of the curated kits, to a team uses the "Send To Multiple Recipients" link in the cart drawer, which opens the Send To Many multi-recipient checkout. They add recipients, send different kits to different addresses, write gift messages, and check out once, without leaving the cart or contacting the team.

White-glove: the corporate wine-tasting experience

The strongest part of In Good Taste's gifting is a dedicated corporate page for wine-tasting events. The brand ships a kit to everyone on the list, anywhere in the U.S., then a host walks the whole group through the tasting on a live call. It turns a gift into a shared event, which is the higher-value ask, and the page is built to close it without a sales call.

The page answers a corporate buyer's questions before they have to ask any of them. It lays out the process in three steps, so a buyer sees exactly how it works. It carries an FAQ that clears the usual objections. It shows videos of tastings, so the buyer can picture the experience their team will have.

Once a buyer submits the inquiry form, the In Good Taste team gets in touch and the gifter sends their recipient list, which the team handles in the Shopify admin with Send To Many: mapping columns, validating and correcting each address, and generating a single aggregate invoice. The buyer sees a page that sells the experience; the team gets a clean list that runs through Shopify.

Results: a year-round channel at a higher order value

The payoff showed up in both share of revenue and order size, and it showed up off-season.

On the revenue side, multi-recipient sending became a channel that pulls its weight even outside the December peak.

• Multi-recipient orders made up 10% of revenue in August 2026

• Those orders carried an average order value 40% higher than a typical order

On the experience side, the two paths feed each other. Smaller team sends that might once have started as an inquiry now flow through as self-serve checkouts the team never touches. Larger corporate lists move from inquiry through validation to order generation without manual re-entry at every stage.

See Send To Many in action

Book a 30-minute call with the Send To Many team. We'll walk through your current gifting setup and show you how the app fits into your Shopify store.

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