Cherubino Wines

Reimagining a digital experience for one of Australia’s most celebrated wineries built for storytelling, scale, operational ease and customer experience.

Services

Shopify Development
UX/UI Design
ERP Integration Architecture
Data Migration
Replatforming
WineClub - Member / Loyalty Program
Centralised Customer Profiling

Challenge

Cherubino Wines is a renowned, multi-award-winning winery that required a digital presence worthy of its reputation, one that could reflect the quality of its products and the scale of its operations.

Their previous online setup was fragmented across multiple standalone websites, lacked merchandising flexibility, and was difficult for the internal team to manage and update. Behind the scenes, inventory management was slow and highly manual, order processing was inefficient, and there was no integration between their ERP system, website, and point-of-sale tools.

For a business that spans wine sales, restaurant operations, and events, Cherubino needed a centralised, elegant platform that could elevate the customer experience while streamlining internal workflows.

Solution

Shopify 2.0 Storefront

We designed and developed a custom Shopify theme optimised for storytelling, merchandising, and mobile performance. The new site consolidates three previously separate websites into one unified storefront, giving the Cherubino team full control over their content while enabling seamless cross-selling across brands and collections.The modular content system allows them to easily manage homepage features, seasonal promotions, and brand storytelling. With greater flexibility and a centralised backend, Cherubino can now scale content updates, product launches, and campaigns without relying on developer intervention.

Connected Systems

We integrated Cherubino’s existing inventory management solution, built on Claris, with a custom Airtable-based middleware layer. This allowed product data to flow into Airtable, where our enrichment solution gives the Cherubino team the ability to enhance product information with marketing-specific content, optimised for search visibility and tailored to resonate with their customer base.

We also connected LightSpeed POS to the same middleware, giving management real-time visibility into stock levels and movements across retail locations. This centralised system now supports more accurate inventory forecasting, streamlined merchandising, and consistent product data across all channels.

Customer Profiling

We implemented a centralised customer profiling solution that gives Cherubino a unified view of customer activity across all venues, including online, cellar door, and restaurant purchases.

This consolidated data allows the Cherubino team to deliver a more personalised experience, regardless of where a customer engages with the brand. It also unlocks the ability to leverage owned data for highly targeted marketing campaigns, loyalty strategies, and deeper customer lifecycle insights.

Results

Brand Experience Elevated

The new website reflects the quality and sophistication of Cherubino’s wine, venues, and events.
Consolidated three separate websites into a single, scalable platform with flexible storytelling and cross-brand merchandising capabilities.
Enabled the internal team to manage content, campaigns, and seasonal promotions without developer intervention.

Operational Efficiency

Automated product enrichment workflows using Airtable, reducing manual effort and improving time-to-launch for new products.
Improved visibility into stock levels and movements across multiple venues, supporting more efficient fulfilment and merchandising.

Customer Intelligence Unlocked

Introduced centralised customer profiling across all channels online, in-store, and restaurant.
Enabled Cherubino to deliver personalised service and leverage owned data for highly targeted marketing campaigns.