Hedonism Wines

Challenge

Hedonism Wines had outgrown its ecommerce platform and was preventing the business's online growth. It had SEO limitations, was struggling to support a rapidly expanding catalogue and was making it increasingly difficult to integrate with core business systems.

The new platform needed to support a luxury retail experience while managing a complex product range, real-time stock accuracy, international sales rules, and integration with ERP, logistics, fulfilment and payment systems.

Goals

• Support a 60,000+ product catalogue
• Integrate with ERP, logistics and fulfilment systems
• Handle complex alcohol tax, duty and regional compliance rules
• Improve operational efficiency through automation and real-time stock control
• Deliver a premium user experience for a luxury brand
• Build a platform that can grow and adapt over time
• Optimised for SEO and conversion

Background 

Hedonism Wines is a luxury wine and spirits retailer based in Mayfair, London. Founded in 2012, the business has built a reputation for its expertly curated selection, serving private collectors, trade customers and international buyers.  Its catalogue offers a prestigious collection of wines and spirits at highly competitive prices.

Alongside its flagship Mayfair store, Hedonism runs a global ecommerce operation with international fulfilment capabilities.

Approach

We designed and delivered an enterprise Drupal Commerce platform to replace Hedonism Wines' legacy system.

We built a scalable product content model to support a catalogue of more than 60,000 items, with custom import pipelines automating data updates from internal systems and external suppliers. The platform integrates with ERP, logistics and fulfilment services, while supporting complex regulatory workflows and international sales requirements.

Solution

We delivered a scalable Drupal Commerce platform to support Hedonism Wines' complex catalogue, international sales and daily retail operations.

We built a flexible product structure, automated data flows between systems, and designed clear customer journeys from browsing to checkout. The platform integrates with existing EPOS and fulfilment systems while handling tax, duty and regional compliance requirements.

We built accessibility and usability into the platform from the start, making it easy for customers to browse, understand and purchase products across a large catalogue, whether buying locally or internationally.

Key Features

VAT and overseas sales tax

International customers can select their delivery destination at checkout and automatically receive ex-VAT pricing where applicable. The platform handles UK VAT conditions, displays ex-VAT pricing clearly, and ensures accurate pricing for international orders.

In Bond and Duty Paid products

The platform supports the sale of In Bond (IB) and Duty Paid (DP) versions of the same product. Administrators can switch easily between options, with pricing managed automatically from their EPR (Vintner System).

ShipStation integration

ShipStation was integrated to streamline fulfilment workflows and reduce manual processing. Orders are automatically pushed to ShipStation when ready for dispatch, enabling fulfilment teams to select appropriate carriers and generate shipping labels efficiently while handling large volumes of orders.

Dynamic stock allocation

Orders are automatically assigned to the most suitable warehouse based on real-time stock availability. Where possible, fulfilment is prioritised from a single location to reduce handling, internal transfers, optimising delivery times.

Real-time stock control 

Stock levels are synchronised frequently between the ERP system and the website. Availability is checked on the EPR system at multiple stages during checkout to prevent overselling, even for high-demand or low-stock products being over-sold.