01Menu
Five columns for a deep range.
Wine opens on its own panel: the top ten and the mixed case deal first, then wine types, fortified wines, countries and grapes, each a click from its own page.
Case study · Drink Finder
Every bottle deal, one tap away.
Drink Finder is a wine and spirits shop in Cornwall with well over a thousand wines online. We moved it onto Shopify and have looked after it since: case deals on every bottle, a basket that counts up to the next saving, and a menu built for a range this deep.
Recorded on the live store: twelve bottles chosen on the product page, and the basket confirming free express delivery and the top case discount
Migration to ShopifyDesigned by Anthony Bliss, built by Cartmasters
The brief
Move a well-established wine and spirits shop onto Shopify, then make a very deep range easy to browse and worth buying by the case.
- Client
- Drink Finder
- Sector
- Wine and spirits, UK
- What we did
- Migration onto Shopify, the build, then bookings, bundles and speed work
- Built on
- Shopify
- Working together since
- 2025
- Live store
- drinkfinder.co.uk
What we built
What shoppers can do.
Each one recorded on the live store: the menu on a desktop, the rest at phone size.
02Show extras
Compare a shelf at a glance.
One switch on any collection adds a short description, the country and the region to every bottle, so shoppers can compare without opening each one.
03Mix a case
Any six wines make a case.
Add different wines straight from a collection and the basket counts the bottles towards the next case discount, whatever the mix.
Under the hood
A big range, made easy to buy.
After the move, most of the work has been about finding the right bottle quickly and making the case deal hard to miss, alongside a run of speed work on the store in October 2025.
Case deals where shoppers decide
- The problem
- Buy six bottles and save 5%, buy twelve and save 10% is a strong offer, but only if shoppers see it before they reach the basket.
- What we built
- Bottle-count buttons on every wine, each showing its extra saving, with the price per bottle updating as they pick. In the basket, two bars: one counting up to free express delivery, one counting bottles to the next wine deal.
- What it means
- The saving is visible on the product page, and the basket says how close the next one is.
In stock first
- The problem
- In a range this deep, a collection can open on bottles nobody can buy today.
- What we built
- Collections show bottles that are in stock ahead of those that aren’t, including on the extra pages loaded with Load more, with a setting to turn it off for any collection.
- What it means
- The first screen of a collection is something a shopper can actually order.
A menu and cards for browsing
- The problem
- Shoppers come looking for a grape, a country or a style as often as a bottle.
- What we built
- A five-column menu with room for promotions, and a Show extras switch on collections that adds each bottle’s details to its card.
- What it means
- Fewer clicks between landing on the store and finding the right bottle.
The tools
- ShopifyThe store, moved over onto a custom theme built for Drink Finder.
- Automatic discountsThe case deals: 5% off six bottles of wine, 10% off twelve.
- REVIEWS.ioStore and product reviews, shown on the product pages.
How an order flows through it
- 01
A shopper finds a wine through the menu, a collection or search, with in-stock bottles first.
- 02
On the product page they pick one, six or twelve bottles and see the price per bottle.
- 03
Add to basket opens the basket with two bars: free express delivery and the next wine deal.
- 04
The case discount applies to any mix of wines, so six different bottles count the same as six of one.
- 05
Checkout is Shopify’s own.
What changed
What’s different now.
+34%website sales
+32%customers
+14%completed orders
Six months after launch, September to February, against the same period the year before. Website sales and customers from the client’s EPoS till data; completed orders as reported by the client for the same period.
UK eCommerce Website of the YearUK eCommerce Awards 2026Designed by Anthony Bliss, built by Cartmasters
For shoppers
A deep range that is quick to browse, with the case deal shown before and after adding.
For the Drink Finder team
The whole shop on one Shopify store, with bookings, bundles and reviews on the site.
Since launch
Changes ever since launch, including a run of speed work in October 2025.
Designed by Anthony Bliss. Moved onto Shopify and built by Cartmasters, with work on it ever since.
Contact
Moving a deep range onto Shopify?
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