Management at an online off-license say they have hit annual sales of £7.5 million and grown from three staff to 20 in the last two years.
They said VIP Bottles, which is based on the outskirts of Leicester, experienced “unprecedented” growth during the pandemic as people shopped from home.
Over the coming months the business is planning to add a further five positions.
Last year it handled more than 100,000 orders compared to 30,000 orders the previous year, and the owners expect to double orders again in 2022.
Co-founders Bhupinder Gil and Harvey Uppal started the business in a storage unit selling a small range of imported products.
Now they say it is becoming a major player in the UK alcohol retail sector.
They first found success from importing exclusive American Smirnoff flavours to the UK, such as pink lemonade and watermelon.
Today, the company stocks more than 2,500 products from premium household names to independent distillers, as well as introducing new innovations in alcohol to the UK market.
VIP Bottles have been among the first UK stockists of American brands such as Kendall Jenner’s 818 tequila range, Dwayne Johnson’s Teremana tequila range and Snoop Dogg’s Indoggo gin.
Managing Bhupinder Gill said the success was partly down to a boom in sales during the UK lockdown.
He said: “With people unable to go to pubs, more customers were buying alcohol to enjoy at home.
“By investing this profit back into the business we were able to expand the range of alcohol on offer to create a “one-stop-shop” for customers looking to stock their at-home bars.
“We also invested in customer service with next day delivery operations, personalised gifting and efficient customer support. This won us a lot of repeat business and positive word of mouth.”
VIP Bottles recently relocated to a warehouse in Blaby after outgrowing its previous location.
It offers next day delivery options for more than 2,500 products and significantly increases the number of orders that the business can fulfil.
The new warehouse will also house offices for the expanding team.
Co-founder Harvey Uppal said: “No one could have predicted what the last couple of years held for VIP Bottles – we’ve gone from being a grass-roots business with product shots taken in our living rooms, to a multi-million-pound retailer on track for even more growth this year.
“Moving forward we are focused on taking our service to the next level and continuing to disrupt the off-trade alcohol market with new innovations, product offerings and ideas.
“We’ve always done things differently and that’s not about to change.”
