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Alliance Wine: Crafting a digital cellar
Client
Alliance Wine
Expertise
Umbraco · Integrations · Web · Commerce · SEO
Project
Website redesign and development
Live site
alliancewine.com ↗Alliance Wine is an independent importer and distributor, bringing wines from family producers around the world to UK restaurants, bars and retailers.
01
The challenge
Alliance Wine, a leading independent wine merchant, had a site that worked but no longer reflected the premium quality of the brand or the depth of its range.
Outdated design
The look felt dated and didn't communicate the expertise behind the business.
Complex navigation
The extensive wine catalogue was hard to browse, so customers missed new wines.
Rigid content management
Updating listings and tasting notes was slow and awkward.
Poor mobile experience
A growing share of visitors browse on phones, and the site wasn't built for them.
Integration needs
The business needed a path to connect CRM and order processing.
02
Our solution
We partnered with Alliance Wine on a new site that shares their passion for wine and makes the range easy to explore.
Discovery and design
A modern, elegant design led by high-quality imagery and simple user flows.
Umbraco CMS
An easy-to-use editor for the full catalogue, tasting notes and editorial content.
Catalogue search
Filtering by region, grape, producer, tasting notes and more.
Mobile first
Built for phones first, then scaled up to tablet and desktop.
Trade pricing downloads
Trade customers can download up-to-date pricing PDFs directly from the site.
Integration and SEO
Ready for CRM connections, with on-page SEO built in.
03
Results
Stronger brand
The site now matches the premium positioning of the business.
More engagement
Customers browse further and discover more wines.
Faster updates
The team manages content without developer help.
Mobile growth
More traffic from a growing mobile audience.
Online ordering on the way
Online trade ordering is now in development, building on the same Umbraco platform.