Challenge

The winery shipped to distributors in 15 countries but ran its entire export business off a Flash-based website — a wine list and some vineyard photos, with no mobile support and no ordering function. Distributors placed orders by long email threads or phone calls, leading to vintage mix-ups and delivery delays. Flash browser support had already ended, so the site was effectively invisible to Google and could not survive another year without a rebuild.

Solution

We delivered a full redesign plus migration. A public-facing brand layer tells the vineyard and region story, while a login-gated B2B wholesale portal exposes trade pricing, minimum order quantities and mixed-case ordering by vintage and varietal. Distributors see their own price list and reorder history, and orders flow straight into the winery's fulfillment system. Every legacy URL from the Flash site was mapped so old inbound links never broke.

Technical Approach

We crawled the old Flash-era site and parsed the embedded SWF references to build a redirect map covering roughly 1,200 legacy URLs — old wine IDs mapped to their new product pages, with 301 redirects tested in staging before launch. The frontend is statically generated with a headless CMS for wine content; the B2B ordering layer runs on a session-based trade-pricing service behind distributor login. schema.org Product structured data with wine-specific attributes powers rich results, and regional trade terms are shown automatically by the distributor's account country.

Results

Wholesale order volume through the portal grew 70% within 6 months as distributors shifted from email to self-service reordering. All 1,200 legacy URLs were migrated with zero 404s flagged in Google Search Console during the first eight weeks post-launch, and mobile PageSpeed rose from 28 to 94. Reorder time for an average distributor dropped from a multi-day email thread to under ten minutes online.