Cadman Fine Wines are an independent fine wine merchant founded in 2004 and based in Castle Ashby, part of the Cadman Capital Group, which also owns Golden West Wines based out of San Francisco.

The Brief

The Cadman Fine Wines web site was hosted on a legacy custom built ecommerce platform that was limiting scope for improvement. Star Digital were tasked with looking at options to provide an improved platform with a modern, responsive design. The chosen platform was Magento Open Source as it allowed for a number of customisations including dynamic tasting notes, an easily managed vintage drinking guide amongst other wine industry related features.

The Approach & Strategy

Star Digital spent time with the business leaders at Cadman Fine Wine to fully understand their future goals, the current platform and the complexity of migrating nearly 15 years of customer order data.

The client was keen to ensure that they could introduce features to the web site that would present a fully relevant experience to their users. As a Wine & Spirits Edicucational Trust (WSET) Advanced Certificate holder, the MD at Star Digital was able to interpret these requirements and translate them into a front end experience that would appeal to fine wine enthusiasts.

The drinking window feature is a custom module developed by Star Digital

The Magento platform made it much easier for the team at Cadman to load inventory, manage the promotional aspects run of site and process orders effectively than the previous web site. Another advantage was the fully mobile responsive design empowering the marketing team to deploy emails to clients promoting new stock safe in the knowledge that it was easy for users to interact and place orders on the website directly from their smartphones.

Star Digital ensured that the site build was configured to provide maximum SEO efficiency, allowing Cadman to score well in natural rankings. We also maintain the health of the site through regular security patching and the client takes advantage of our flexible Magento support block programme that allows them to add features to the web site as they need to.

Another module created by Star Digital was the SEO friendly Wine Glossary

The Results

The fully responsive web site allowed Cadman to lift heir brand presence in a competitive marketplace, alongside a group of other independent fine wine merchants and the brand has gained better recognition and stronger sales since the relaunch.


Cadman Fine Wines is a UK independent fine wine merchant founded in 2004 who specialise in the world's finest, most sought-after wines from great and historic vintages, plus real finds from small producers that can't be found on the high street.

Cadman FIne Wines
Release Date:
Get in Touch

More Case Studies


If you need a Digital Marketing Agency to help you build web sites or improve results on your current web assets through increased impressions using digital advertising, retention list building, technical SEO or better UI to drive higher conversions we have the right people to help you get there.

Fields marked with an asterisk (*) are required.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.