Ecommerce • Paid media • Web build
Realigning and rebuilding the channel.
Whisky Brokers Associates. A new Shopify site and a paid media strategy built from scratch, lifting the online channel to nearly six times its previous day-rate within weeks.
The story
Stop patching. Start building.
Whisky Brokers Associates is an established retailer specialising in premium whisky, wine, champagne and spirits, an operation approaching seven figures in annual turnover, the majority of it offline. Good products, a loyal customer base, and a business that knows its market.
Online, though, the channel was running well below its potential.
The website was built on WordPress with WooCommerce. It had been patched and added to so many times that the plugins were out of date, the user journey was painful, and it simply wasn’t converting. The Google Ads had been set up by an overseas agency and left to run. Outdated creative, wrong prices, broken links. It was slowly making a strong brand look untrustworthy, and the online channel was delivering a small fraction of what the catalogue could support. It was sitting in low six figures, with plenty of room to grow.
We started working with them in November 2025. For the first few months, we tried to work within the existing setup. Tweaking the ads, making improvements where we could. But the foundations were wrong. The more we adjusted, the more we were propping up something that wasn’t built to perform.
The ads became unworkable. The website needed replacing, not patching.
Eventually, the decision was made to let us do what we’d been recommending from the start. We built an entirely new Shopify site from scratch in under a week. 908 products, fully enriched with structured metadata, 59 smart collections, the full customer database migrated, every transactional email branded and configured. The whole thing.
Then we turned off every old ad campaign and built a completely new paid media strategy from the ground up. No inherited mess. No Frankenstein campaigns. A clean, structured approach designed to scale.
Within weeks, the online channel was averaging close to six times its previous daily revenue, and tracking ahead of a target it had never come near before. On its single biggest day, helped by a rare bottle release that drove strong organic demand, the new site comfortably handled a surge of orders the old setup could never have coped with.
Flip it
Patched. Then built.
The website Before
WordPress and WooCommerce, patched so often the plugins were out of date. A painful journey that didn’t convert.
A bespoke Shopify build. 908 products, 59 smart collections, live in under a week.
Google Ads Before
Set up by an overseas agency and left to run. Outdated creative, wrong prices, broken links.
Every old campaign switched off. A new strategy built from zero, segmented by category.
The brand online Before
A strong brand slowly being made to look untrustworthy.
A clean, fast shop that handled its biggest ever day with ease.
The online channel Before
Low six figures. A small fraction of what the catalogue could support.
Close to six times its previous daily revenue, and ahead of target.
The build
A whole new shop in under a week.
No templates bolted onto the old site. A complete Shopify build from scratch, with every product, collection and email done properly before launch.
- Products migrated0
- Metadata fields per product0
- Smart collections0
- Customer database migratedAll
- Transactional emails brandedEvery one
- Live< 1 week
What we delivered
Rebuilt from the ground up.
Bespoke Shopify Build
A full ecommerce site built from scratch on Shopify. 908 products migrated and enriched with detailed metadata across 10 fields, powering proper filtering and search. 59 smart collections created to organise the catalogue by region, brand, style and category. Customer data migrated. Transactional emails designed and configured. The entire build was completed in under a week.
Paid Media Strategy
We inherited ad campaigns set up by a previous agency and left running with no oversight. Outdated assets, incorrect pricing, broken landing pages. After months of trying to salvage them, we scrapped everything and built a completely new strategy from zero. Structured properly, segmented by product category, and built to scale.
Email Marketing
Ongoing email campaigns to the existing customer base, supporting product launches, promotions and seasonal activity alongside the paid acquisition work.
Ongoing Optimisation
Continuous refinement of ad performance, product segmentation, and conversion paths. The strategy is designed to learn and improve, not sit still. As the data builds, the spend gets smarter.
The results
Nearly six times the day-rate, within weeks.
Online day-rate
Average order value
On its biggest single day, driven by a rare bottle release, the new site handled many times the orders of a typical pre-launch day, demand the previous setup could not have captured.
Working with Mike and Dean at Good Folks has been a transformative experience for our business. Mike spearheaded our migration from WordPress to Shopify, ensuring a seamless transition and a high performance setup tailored to our specific needs. Dean took the lead on our CRM strategy and Google Ads management, providing data-driven insights that sharpened our market reach. The Good Folks team is highly knowledgeable, direct, and incredibly efficient. Beyond their technical skills, they act as true creative partners, consistently providing constructive feedback and innovative ideas that have pushed our business forward.
Stop patching. Start building.