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Whitehall Vineyard.

Whitehall Vineyard.

Located in the fertile soils of the Avon Valley, Whitehall Farm has been in the Self family since 1894 and Whitehall Vineyard was established in 2017. With a focus on high-quality, hand-crafted wine with a taste of Wiltshire in every glass, they’ve won a raft of accolades from the Wines of Great Britain Awards, Independent English Wine Awards and the Decanter World Wine Awards.
Development, Design, Optimisation, bluprint For Success
The challenge

Delivering stability & flexibility with room to grow on Shopify Plus.

“The Whitehall Vineyard team wanted more stability and flexibility from the site as well as standardised, editable templates,” says Kaja Sztuczka, Project Manager at blubolt. “They also needed a wine case builder, wine club subscription and event booking functionality.” With that in mind, blubolt migrated the brand from WooCommerce to Shopify Plus to take advantage of the functionality of Online Store 2.0.

The solution

A sophisticated & flexible bespoke theme design.

“We delivered a sleek bespoke Shopify Plus theme to reflect the premium feel of the brand,” says Arran Brunning, Designer at blubolt. “It showcases the beautiful photography of Whitehall’s Wiltshire vineyard and the elegant wine bottles themselves. We also ensured the in-house team can switch around the floral and bird graphics decorating the sides of some pages.”

Full-bodied features & functionality on Online Store 2.0.

“Building with Shopify’s Online Store 2.0, we delivered a highly customisable homepage,” says Luke Parry, Developer at blubolt. “It includes section blocks, collection and product sliders, blog posts, and navigation adverts to enable users to easily explore multiple areas of the website. The prominent ‘Our Awards’ section slider highlights the quality of the products, while the ‘Bestsellers’ and ‘Charlotte’s Top Picks’ sliders enable the team to show the breadth of their product range in a friendly, personal way. We also added customer testimonials and their Instagram feed with integration with” In addition, the team utilised enhancements to metafield functionality on Online Store 2.0 to include more product information like bottle size and strength.

Build your own case and join the club!

An impressive feature of the new site is the stylish and user-friendly custom bundle builder. It enables users to select a mix of their six favourite wines to create a bespoke Whitehall Vineyard case. Working with ReCharge, blubolt also delivered the new Whitehall Vineyard Wine Club. It allows shoppers to create a subscription and get cases of Whitehall Vineyard wine delivered as and when they want, plus get first access to new releases.

Lastly, the team set up collections and search with Boost Commerce, email with Klaviyo, wishlist functionality with Smart Wishlist, reviews with Feefo, and integrations with Patchworks and Netsuite.

Increase in revenue
Increase in conversion
Extra visits per year
The summary

A fine vintage: Whitehall Vineyard on Shopify Plus.

Following the recent launch, we asked Charlotte Self, Product Development & Marketing Manager at Whitehall Vineyard, what she thought of the new website and how they found working with blubolt on the project. “We’ve had nothing but a positive relationship with blubolt since we started our partnership in 2021, and the redesign of the Vineyard website has been a creative and enjoyable project. I can’t recommend the team and company enough, and I thank everyone on the project for their help. We are really pleased with how the website has turned out and believe it sets us in a different league from other vineyards in the industry with a modern and user-friendly approach.”

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