Digital

Mitchelton Estate eCommerce

Growing a loyal customer base for a regional wine maker

Mitchelton Winery and Estate is a renowned Victorian producer of exceptional wines and a popular destination for regional travel and events. Their online retail presence, including their wine club subscription service, plays a critical role in their direct-to-consumer strategy. However, their previous website was outdated and hindered their ability to grow subscription sales. Mitchelton engaged V.I. to develop a new, modern solution aimed at driving sales, generating more leads, and growing their wine subscription service.

THE CHALLENGE

Mitchelton’s previous eCommerce platform, based on WooCommerce, and their existing processes for online sales and subscriptions were outdated, lacking sophistication. Performance issues and logistical challenges further complicated the customer experience. They needed a new system that would be easy to use, highly performant, and able to handle the unique requirements of wine sales, subscriptions, and the promotion of Mitchelton’s brand and events.

THE SOLUTION

We implemented WineHub, integrated into Shopify with a fully customized theme. Since wine club subscriptions represent a significant revenue stream for Mitchelton, it was essential that the new site could handle these requirements while supporting future growth. WineHub was selected due to its rich feature set, including wine-specific inventory management, a fully customizable subscription service tailored to wine sales, marketing automation, and robust reporting capabilities.

Additionally, we developed a new design with custom Liquid templates to ensure a seamless, branded experience that matches Mitchelton’s high-quality offerings.

THE OUTCOME

The new Mitchelton website provides a robust, modern platform that effectively manages both eCommerce and wine-specific subscriptions. The result is an extendable solution that can grow with the business, offering enhanced performance, scalability, and ease of use. The Mitchelton team is thrilled with the results, seeing improved user engagement and streamlined operations for their wine sales and subscription services.