D2C HOUSEJoin the community
The D2C Atlas
Growth playbook / 28 of 76Public research · Accessed 2026-10-05

Aubert et Mathieu

Wine / personalised gift

Headquarters

France · Wine · direct

Acquisition · observed

Capsule product oriented to gift occasions.

Conversion · observed

Wine box with QR code allowing audio/video/text message and reveal date.

Repeat & retention · observed

A new occasion can generate another box; date automation not verified.

The growth sequence / our inference

How Aubert et Mathieu's loop likely runs.

Built from the public tactics above. It is a reading of the mechanism, not the brand's internal strategy, and seeing a tactic doesn't prove it caused growth.

  1. 01

    Occasion

  2. 02

    Choose wine

  3. 03

    Personalise message

  4. 04

    Deliver surprise

  5. 05

    Next gift

Two tests worth running / proposed

What we'd test next.

Recommendations to try, not confirmed strategies. Compare randomly assigned groups within the eligible audience and read the KPI alongside incremental margin.

Test 1

Complete the box message

Trigger / audience
Buyer starts customisation and doesn't finish
Proposed action
Resume saved message and chosen reveal date
Main KPI
Paid boxes and completed customisation
Measurement window
One full purchase/renewal cycle; set duration with historical data before test

Test 2

Another occasion on the calendar

Trigger / audience
Adult buyer states next gift occasion
Proposed action
Propose box in time with previously chosen wine style
Main KPI
Next gift margin per eligible adult
Measurement window
One full purchase/renewal cycle; set duration with historical data before test

Evidence limit

No knowledge of gift repetition or sales caused by QR code. No product has been purchased and no customer inbox has been observed.

Sources