Revenue grew by
Conversion rate increased by
Founded in 1999 by brothers Sukhinder and Rajbir Singh, The Whisky Exchange (TWE) is a leading global retailer of fine spirits, operating both online and through award-winning physical stores in London.
The Whisky Exchange’s passion lies in sharing knowledge and fostering a global community of enthusiasts. With one of the world’s largest ranges of whisky and spirits, including rare, collectable, and discontinued bottles, the brand is a trusted authority in its field.
Combining craftsmanship, curation, and community, The Whisky Exchange connects discerning consumers with the finest spirits from around the world.
When Silverbean took over management of The Whisky Exchange’s affiliate programme in April 2025, the account had never been actively managed. Despite the brand’s strong reputation, the affiliate channel had untapped potential and was underperforming, hindered by outdated structures and limited strategic direction.
Key challenges identified:
Overreliance on a Small Number of Partners
More than 50% of total revenue came from just five publishers, meaning 2% of partners generated half of all income. This created a major risk to sustainable growth.
Low Programme Sophistication
A basic flat commission model restricted performance optimisation and prevented differentiated incentives by partner type or performance.
Lack of Partner Diversity
Subnetworks and third-party sites dominated, limiting access to content, comparison, and CSS partners that could reach new audiences.
Establishing a Healthier Partner Mix
The programme included many low-quality and irrelevant sites, inflating traffic but not conversions, including international websites with no relevance to The Whisky Exchange’s UK market.
To unlock growth, the affiliate programme needed a complete structural rebuild, moving from basic maintenance to a data-led channel focused on proactive growth.
Silverbean implemented a comprehensive strategy to rebuild, diversify, and modernise The Whisky Exchange’s affiliate programme, focusing on scalability, ROI, and sustainable partner growth.
The first 100 days began with a full-scale audit of the existing partner network.
This clean-up immediately improved data quality and conversion rate visibility.
To rebuild scale with quality, Silverbean onboarded 42 new affiliates spanning cashback, content, comparison, and closed user group partners, aligning activity with The Whisky Exchange’s target audience.
New partner types included CSS (comparison shopping services), which now make up nearly 6% of the publisher mix, a category previously missing from the programme.
This expanded the mix, reduced overreliance on top publishers, and introduced a steady flow of new audiences through content and loyalty channels.
The team introduced a commission restructure based on competitor analysis, ensuring partner incentives were competitive but cost-efficient.
Commission uplifts were targeted towards high-value partners, driving stronger AOVs and conversions, while low-impact affiliates were streamlined or removed.
This dynamic approach meant The Whisky Exchange could reward performance strategically rather than evenly, aligning spend with outcomes.
To build stronger partner engagement, we introduced:
By maintaining open communication and providing partners with relevant, ready-to-use content, The Whisky Exchange became a more collaborative and proactive brand to promote.
A key operational improvement was rebuilding The Whisky Exchange’s validation process, which had previously been inconsistent.
The affiliate mix is now more balanced, scalable, and aligned with the brand’s audience, with no single partner dominating the channel.
Strategic auditing unlocks performance
Removing 165 irrelevant or low-quality affiliates dramatically improved conversion rates and refocused the programme on high-value growth.
Targeted incentives reactivate dormant partners
Commission boosts for key cashback partners like TopCashback and Quidco reignited performance, delivering triple-digit uplifts within weeks.
Diversification drives resilience
Expanding the partner mix to include CSS, loyalty, and content affiliates reduced risk and increased revenue contribution across multiple verticals.
Communication builds engagement
Consistent updates, shared creative assets, and test and learn opportunities strengthened partner relationships and accelerated results.
