BrewDog
Powering BrewDog’s ecommerce expansion with Shopify Plus
Increase in checkout conversion rate
38%
Annual platform savings
up to £500k
Services
Migration
UX
Design
Development
Technology
Shopify Plus
Gorgias
Bloomreach
Segment
Matrixify
Challenge
BrewDog is Europe’s largest independent craft brewer - and they’ve never played by the rules. Since bursting onto the scene in 2007, this punk-fuelled brand has skyrocketed in growth. But their ecommerce game was held back by a clunky and costly platform.
BrewDog’s Magento site was expensive, slow and difficult to manage. Even making essential changes was complicated. It was time to break free.
Shopify Plus was the perfect fit, and BrewDog chose Underwaterpistol to manage their migration and supercharge their online presence.
Solution
Big migrations for big brands can be intimidating. We made the process pain-free for BrewDog, sanitising, formatting and importing data into Shopify to ensure continuity in customer accounts.
This project wasn’t just a ‘lift and shift’. We seized the opportunity to review BrewDog’s customer journey and carry out in-depth UX research to inform a data-driven design strategy. Our collaborative approach evolved the BrewDog brand without losing its distinctive visual identity.
The new site is packed with features to boost AOV and conversion rates, including product bundles, free gift options, slick members’ pricing UI elements and a mini cart modal that keeps shoppers in the zone.
And the best part? Shopify’s customisable setup gives BrewDog full control, so they can tweak and update their site without shelling out for dev support every time.
Story
Bold, brave and rebellious, BrewDog are known for their disruptive approach - and their commitment to driving ecommerce growth was no different.
Faced with a game-changing decision, BrewDog needed a platform that could fuel their ambitions without weighing them down. We helped them build a rock-solid business case for Shopify Plus, securing internal buy-in so the team could jump into the migration with confidence.
From the project kickoff, we pulled in stakeholders from every corner of BrewDog’s business. No barriers, no blind spots, just full alignment on the mission: to supercharge BrewDog’s online presence and unlock long-term profitability.
The result? A Shopify Plus-powered site that’s faster, smarter, and built to grow - without sacrificing an ounce of BrewDog’s rebellious edge.
