“Flaschengeist” is a German word which means, “Spirit in the Glass,” and that’s exactly what Milton Karan wanted to convey through his new e-commerce website.

Until late 2009, Flaschengeist had been selling its line of handcrafted artisan wines, boutique liqueurs, and unique gourmet oils in novelty bottles almost exclusively through a network of sales consultants throughout Australia who hosted in-home Tasting Parties. When a previous attempt to sell online through a licensed third-party was unsuccessful, the Flaschengeist team decided the time had come to move into the online marketplace themselves.

“We want to match the in-home experience as closely as possible,” Milton told Green Egg Media. “At a Tasting, the guests choose their liqueur and then choose the bottle.” The Flaschengeist product line is truly unique, so Green Egg Media took advantage of the full range of colors and shapes already present in the product catalog to create a sensory experience for visitors to the site.

The result has been a significant increase in product exposure throughout Australia, with orders coming in almost immediately after launch. While Flaschengeist continues to successfully sell through in-home Tasting Parties, in the first six months alone, the new website helped Milton reach hundreds of new customers, a number which continues to grow daily.