$12K/Month from Scottish Whisky Competitions

Check out Scottish Whisky Competitions 🥃

It’s a site running whisky raffles. Some are free to enter, others cost £1 for a ticket ($1.27 USD).

They limit the tickets sold per raffle – usually 1000 – then pick a few winners on a Facebook livestream (recent example, may only be viewable in the UK).

The grand prize is usually a bottle of whisky worth £500+ 🥳

So if you’re a whisky enthusiast you can pay £1 and have pretty good odds to win a high-end bottle of liquor.

Martin Punter is one of the owners of the site, met him at a conference in London 🇬🇧 a few weeks back.

He kindly shared some details and gave me permission to share with you…

• Site does £8-12K monthly gross (about $10-15K USD).
• About £6K monthly profit ($7,600).
• 4 owners including Martin.
• Fairly unique business model to the UK. Gambling laws in the USA are prohibitive.
• They regularly run free-to-enter raffles to get people on their email list.
• The goal is to get people on the livestream draws, then convince them to enter one of the paid giveaways.
• Usually several hundred views on each livestream.

👍 Martin on the advantages of this business model…

Running a competition website is a great way to monetise an audience around a niche interest or hobby. 

Most competition sites use live streams to draw winners. The level of transparency helps build that connection and loyalty. Once you build trust with the community the lifetime value of a customer is insanely high.

Some other niches he thinks this could work well for 👇

• Fishing
• Hunting
• Craft/DIY communities like sewing or knitting
• Custom cars or bikes for petrol heads
• Camping
• Camper Vans / Van life
• Cooking/cleaning
• Gaming / eSports – Custom high-end gaming setups
• Photography gear
• Golf
• Gardening
• Home fitness
• Renovation/upcycling
• Art
• Watches
• Experiences around interests

😕 But it’s not all single casks and highballs…

The biggest downside is the cost to build a minimum viable audience to support running a giveaway. There is a big sunk cost in acquiring the initial base. Often running many competitions at a loss in order to build trust and social validation. Setting a guaranteed draw date regardless of ticket sales is essential to building and launching a new comp site.  

And I often see new sites being too generic and not being niche enough!

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