Basalt Wines

Website Design, Strategy, Ecommerce

About The Client

Basalt Wines, located in Victoria’s Henty wine region, is celebrated for its high-quality, cool-climate wines.

Founded by Shane and Naomi Clancey, the winery benefits from rich volcanic soils. Specialising in Riesling, Pinot Noir, and Tempranillo, Basalt Wines offers distinct flavours reflecting the region’s terroir.

Their organic farming and minimal intervention winemaking practices emphasise sustainability and authenticity.

Visitors can enjoy tastings at the rustic cellar door with views of the Southern Ocean and rolling vineyards, making Basalt Wines a top destination for wine enthusiasts.

The Client’s Problem

Basalt Wines is situated in a remote location between Port Fairy and Warrnambool. They sought an online strategy to attract local return customers and travelers along the Great Ocean Road.

Owner Shane aimed to boost online wine sales to manage excess stock at the winery. However, the existing website was outdated, and its e-commerce functionality was inadequate.

The website failed to capture the boutique appeal and charm of the winery, and its language did not resonate with the target audience or effectively showcase the offerings.

Additionally, the winery was expanding to include accommodation options among the vines, which needed effective promotion to generate interest.

The Propeld Solution

Propeld collaborated with the client to ensure the website accurately represented the winery’s unique setting, boutique food and wines, and new accommodation offerings.

The website strategy aimed to engage customers at all stages of the buyer journey, guiding them towards conversion. We implemented a selection of VIP perks to attract returning customers and boost online orders through email marketing campaigns.

Additionally, we developed member-only annual wine subscriptions, managed through the website’s content management system.

A significant aspect of the website rebuild focused on streamlining and enhancing the customer experience in the online shop. We ensured all products were prominently highlighted and implemented automated sales and delivery rules.

All bookings, online wine sales, subscriptions, and gift vouchers are seamlessly integrated with the winery’s POS system.

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