Reimagining Brown Family Wine Group's online presence


For over 130 years Brown Family Wine Group has thrived on a spirit of innovation and adventure, from the vineyards to winemaking and across every part of the business. It’s this same spirit which has led the business to re-imagine it’s online brand presence in partnership with Convert Digital.

The Brown Family Wine Group stands as one of Australia’s leading family owned Australian wine companies, cherishing its local Milawa heritage and showcasing a rich history in crafting wine since 1889. While heritage forms the essence of the Brown Brother's brand, the company breaks the mold of a traditional wine company. 

Visit Site

“We are dedicated to connecting our consumers so that they experience the same quality and personal touch whether they are online or visiting one of our wonderful cellar door sites. From exploring our extensive wine collection to engaging with winemakers, registering for events and booking on-site experiences, we are dedicated to offering a deeper brand connection through our digital presence.”

Ellie Vince (CEO, Brown Family Wine Group)


The result is a seamless online hub powered by Shopify Plus, showcasing its amazing family of Victorian and Tasmanian brands – Brown Brothers, Pirie, Devil’s Corner, Tamar Ridge, and Innocent Bystander. This new online approach is an important step on the journey towards providing shoppers with a true omnichannel experience online and at the Cellar Doors, making it easier for customers to find their preferred wines and make informed decisions. The five sites feature an all-star tech stack including:

  • Yotpo ratings and reviews
  • An enhanced online search feature powered by Algolia
  • Seamless integration with the online customer helpdesk Gorgias
  • Marketing automation via Klaviyo
  • Prismic CMS hosted on Vercel for a flexible, fully adaptable ecommerce experience

We are incredibly proud of our collaboration with the Brown Family Wine Group team in bringing their iconic, well-loved portfolio of brands to life online. Their new sites have elevated the entire shopping journey, seamlessly mirroring the cellar door experience online to ensure a truly cohesive omnichannel experience.”

Andrew Waite (Managing Director, Convert Digital)


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