Badger Beers

Hall & Woodhouse has brewed in Blandford St Mary since 1777. Seven generations of the same Dorset family, a pub estate across the south, and two beer brands sold direct: Badger, the heritage range most people know from the shelf, and Outland, the craft side with a harder edge and a younger audience.

The direct business already worked. On the old WooCommerce site, the mix and match case builder drove more than 66% of volume, which made it the most important thing on the website and the natural starting point for the rebuild.

The brief was a platform move on both fronts. WooCommerce to Shopify for the store, Mailchimp to Klaviyo for email, with the case builder rebuilt at the centre of it and a product architecture that lines up with how the brewery counts stock.

Tribe took the site and the retention programme together. The build ran from mid May, the site opened in August, and paid media follows in September.

Every build starts with a design system. Here it had to do something unusual: carry two brands that are deliberately nothing like each other, from one component library.

Badger runs on Poppins, Brandon and Bicycle, with chamfered button edges taken from the physical bottle labels, alongside the diamond anchors, quality stripe and 1777 stamp from the packaging. Outland runs on Abolition and DIN Condensed with rounded forms throughout, the visual opposite by design. Both share a black, white and gold core, with product colours appearing only as accents and hover states.

Product pages switch typeface pairing by brand automatically. A new beer or a limited edition can launch on either side without a design round.

Badger sells the same beer in a lot of different shapes. A single bottle, a six, a twelve, a twenty-four. On most stores that means four separate products, four barcodes and four sets of stock to keep in step.

Here it is one. Every beer exists as a single SKU and pack sizes are that SKU multiplied up, so adding a twelve adds twelve of one item. Stock comes off the beer itself rather than a pack code that has to be decomposed later, and the brewery’s finance system sees individual line items, which is what it wants. Pack pricing follows the bottle price rather than being set separately, which matters across a range running from £2.25 to £4.90 a bottle.

The homepage leads on the beer and drops straight into that architecture. Adding to cart opens a flyout rather than a page change, so the shopper stays where they were and can keep building.

The product page is where the single-SKU structure earns its keep, because the customer never sees it.

Outland Roca Tierra, the Spanish-style lager, sits behind one SKU with pack size as a selection on the page. Choosing six adds six cans. Tasting notes, ABV and the beer’s own colourway come from product-level metafields, so the marketing team can update them without a developer, and the page picks up the Outland typeface pairing automatically.

Verified reviews sit at product level too, which is new for both brands.

This is the mechanic the direct business runs on, and it needed to come across intact.

Customers fill a case of twelve or twenty-four from across both ranges, priced as the sum of what they pick rather than at a flat rate. A Shopify Function applies 10% once the case reaches twenty-four, keeping the discount logic native to Shopify rather than in a third-party app.

It is also the one place on the site where Badger and Outland sit together in the same basket, which makes it the natural route into the second brand for someone who arrived for the first.

Retention was built into the site rather than bolted on after it.

Customer accounts run through the Klaviyo customer hub, so the profile a shopper builds on the site is the same profile the email programme sends to. Order history, contact preferences and marketing consent sit in one place rather than being reconciled between two systems.

It means the flows launched with something real to work from on day one.

Hall & Woodhouse signed off the move from Mailchimp to Klaviyo in May, before the website was designed. It ran as its own project alongside the build.

Around 30,000 contacts came across, of which roughly 13,000 were marketable. Seven flows were designed, written and built from the ground up: Welcome, Abandoned Checkout with separate branches for new and returning customers, Browse Abandonment, Post-Purchase, Replenishment, Winback and Sunset. Eighteen emails in total, plus a sign-up pop-up running two variants from day one.

Each flow was designed inside a dedicated Badger email design system in Figma, so the two-brand treatment carries from site to inbox. Sending started on a volume-based warm-up, growing across each send, with engagement segmentation introduced as the data arrived.

Klaviyo launched configured and running on day one, with paid media across Meta and Google following in September.