A Smith Bowman Distillery

A. Smith Bowman Distillery

When the COVID-19 pandemic disrupted traditional retail, A. Smith Bowman Distillery, a historic Virginia bourbon and whiskey producer, needed to quickly pivot to keep engaging customers and selling products.

My team and I responded by leading a complete overhaul of their online presence. I was a key player in this effort, working alongside my team to redesign, develop, and maintain their website. We also collaborated on creating the essential digital assets used to launch their new e-commerce platform and online lottery system, ensuring business continuity and unlocking significant new growth opportunities.

The Challenge

A. Smith Bowman Distillery relied heavily on in-person interactions, from selling their acclaimed spirits to managing their highly anticipated lotteries for rare releases. The onset of the pandemic threatened to halt these crucial customer touchpoints, jeopardizing both revenue and brand engagement. The distillery needed a robust and immediate digital solution to keep its business not just afloat, but thriving.

The Approach

We executed a multi-phase digital transformation that included the redesign, development, and ongoing maintenance of the A. Smith Bowman Distillery website. The core of our strategy was to replicate the in-store experience in a seamless and secure online environment.

Online Retail Operations: We developed a new e-commerce platform that enabled the distillery to sell their bourbon and whiskey directly to consumers online, replacing their traditional in-store sales model. This provided a crucial lifeline during a period of uncertainty.
Digital Lottery System: We created an innovative, web-based lottery system for their limited-edition releases. This not only provided a safe alternative to in-person sign-ups but also dramatically expanded the distillery’s reach to a national audience.

Merchandise Store: A new online merchandise store was launched to capture additional revenue streams. This platform was designed to be user-friendly and visually appealing, encouraging customers to purchase branded apparel and goods.

The Result

The new digital infrastructure yielded powerful results, demonstrating the project’s success in both adapting to new market conditions and driving significant growth.

Lottery Success: The first Abraham Online Lottery received over 20,000 submissions, a testament to the system’s efficiency and the expanded reach it provided. This marked a new era for how the distillery connects with enthusiasts.
Merchandise Sales Increase: Within the first year of the new online store’s launch, A. Smith Bowman Distillery saw a 200% increase in merchandise sales, highlighting the success of the new retail channel and the strong customer demand for the brand.

By strategically moving key operations online, we helped A. Smith Bowman Distillery not only navigate a challenging period but also establish a scalable, long-term digital foundation that continues to fuel its growth and connect with a wider audience.

SKILLS NEEDED

HTML/CSS

WEB DESIGN

UX/UI

ART DIRECTION

VISUAL STORYTELLING