Bottling growth for High Peak Wine & Beer Co.
Stefan and Emma's well-loved Castleton bottle shop has long been a destination for tourists and locals alike, but their DIY Shopify site was lagging behind, accounting for just 2% of their total revenue.
With a High Peak Borough Council grant in hand and a strict January 2026 launch deadline, they needed a partner who could deliver a site worthy of the shop.
It was our pleasure to work with a fellow High Peak based business. Here's how things are looking three months in...
Gross sales 272% up
Orders up 191%
New customers up 243%
Average order value up 23%
Organic search revenue up 93% year on year.
And this is only the beginning for these guys…
We knew there was more potential with the website, but day-to-day business was always taking priority. We lacked the time to make improvements ourselves and the knowledge to make the ones with the biggest impact.
Good Not Lucky stood out for being personable, experienced and rooted in the local small business economy like ourselves.
Getting a good idea of how SEO actually works, and seeing the content GNL were generating alongside keyword research, was very enlightening and gave us a lot of confidence in the project.
Our biggest win so far was the result we got from announcing a new whisky release via the new integrated email system. It drove online sales nationally and locally, and brought people through the door of the shop. We've seen a very encouraging uptick already.
Stefan Cartwright, High Peak Wine & Beer Co.
So, how did we do it?
From day one, we set out to do two things: show off the depth of Stefan and Emma's expertise, and give online customers the same warm welcome they'd get walking into the Castleton shop.
We repositioned the brand as a boutique online bottle shop, with a focus on specialist whiskeys and Peak District craft beers. Putting faces to the website made it clear this is an owner-run, independent business, full of heart and product knowledge.
Search engine optimisation sat at the core of the build. Extensive keyword research underpinned a full site restructure, with whiskey broken out into specialist sub-categories that real enthusiasts could find on Google.
We built the subscription boxes experience directly into the new site, and launched an automated loyalty and referral programme to reward repeat customers and encourage word-of-mouth.
Email marketing moved off Mailchimp and onto Shopify's integrated platform, with a welcome automation, abandoned cart and checkout flows. The early result: a 40% lift in conversion rate on genuine in-market traffic, despite a much higher proportion of first-time visitors than before.
A post-launch Digital Marketing Strategy session gave Stefan and Emma a clear roadmap for the years ahead.
Cheers to that!