Four Roses Distillery synced its AnyRoad tour and tasting bookings into HubSpot

The Customer

Four Roses Distillery makes bourbon in Kentucky and welcomes guests for tours, tastings and barrel selections. Those experiences, from the Distillery Legacy Tour in Lawrenceburg to the warehouse and bottling tour at Cox’s Creek, the Single Barrel Flight tasting and the Mellow Moments Club private barrel selection, are booked through AnyRoad, a platform built for tour and tasting reservations.

Before this project the marketing team kept contacts in Highrise and sent email from Mailchimp. In autumn 2021 they chose HubSpot Marketing Hub to replace both, and asked Lynton, then a HubSpot partner, to run the onboarding.

The Challenge

Every guest who booked a tour or tasting left a record in AnyRoad alone. To build a list of everyone who had taken a particular tour, or to invite those guests to the next one, the marketing team needed that data in their marketing system.

AnyRoad also held a Net Promoter Score for each guest. A guest who scored a visit low was a guest worth following up with, and that score sat outside the marketing system.

The team wrote two plain requirements. They wanted to see every guest who had registered for an experience in their CRM so they could market follow-on experiences to them, and they wanted each guest’s NPS score on the contact record so they could reach out to the people who had left disappointed. The platform has no native AnyRoad connector, so the sync had to be built.

The Solution

The onboarding ran from autumn 2021 to June 2022. We held joint discovery calls, audited the Highrise and Mailchimp data with recommendations on what to carry over, helped with the data migration, and ran two working sessions to define lifecycle stages so the team agreed on what a lead, a guest and a repeat guest meant in the new system. We also reviewed their social media ads.

Alongside the onboarding, we ran integration discovery with the client’s team on how a booking moves through AnyRoad before an event and what they wanted automated. That produced written requirements, sync logic and field mappings for two sync maps.

The first map sends AnyRoad guests into the CRM as contacts, including the AnyRoad guest ID and the NPS score properties. The second sends AnyRoad experiences, pulled from the bookings API, into HubSpot as custom behavioral events, so each visit is recorded against the guest who took it. Because those events can be used as list filters, the team can segment by which experience a guest attended and when.

We built both maps in a sandbox portal first. One logic change came out of internal testing. Whenever a guest syncs, their associated experiences sync with them, so every contact arrives with its history. For user acceptance testing the client nominated specific bookings, and the sync processed only those, so the team could check real records in the sandbox before anything touched production. After sign-off we moved the integration to their production portal and repeated the test with a second set of nominated bookings.

The last step was a historical sync. AnyRoad holds some records that share an email address, so we required a guest ID on every record to guarantee each booking matched the right guest. We synced every guest modified after 2019 and every booking with an experience date after 2019, monitored it for about a week, then handed the integration to our support team and closed the onboarding with a final call.

What They Got

The marketing team can open their CRM and see every guest with a tour or tasting booked after 2019, with each experience recorded as an event on the contact. They can build a list of everyone who took the warehouse and bottling tour and invite them to a tasting, or find guests whose NPS score fell below a threshold and follow up personally.

Contacts, email and booking data came together in one system instead of three, with new bookings syncing after the historical load. This engagement included no measurement of bookings or revenue after launch, so we make no claims about them.

Wrapping Up

On every integration we write the requirement as the client would say it, test in a sandbox on records the client chose, and run the same test again in production before the historical data moves. Lynton now builds AI-native websites on open infrastructure; see our current work at /case-studies.