The Shetland Distillery Company

600% year-on-year sales increase post launch.
October 2016


We have been working alongside the Shetland Distillery Company since they first launched their Shetland Reel Gin in 2014. Over the years we've helped them grow their website from selling one product via PayPal into a full e-commerce store with range of gins, whiskies and associated merchandise.

Service(s) Provided

Digital Strategy

“We have found NB invaluable in leading on our website development and online marketing. Whether it is putting together a newsletter, running a Facebook promotion or just providing general assistance on digital marketing matters, they are professional, knowledgeable and innovative. We know the future of Shetland Reel's online marketing is safe in their hands.”Debbie StrangDirector of The Shetland Distillery Company
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How we got there


For The Shetland Distillery Company to enjoy a successful debut, online sales of its launch product – Shetland Reel Gin – were going to be essential.


The isles’ only distillery needed a strong web identity for its Shetland Reel brand, capable of managing consumer sales from day one.

The distillery also had plans to launch the first ever 'Bottled in Shetland' whisky soon after.


Launched in 2014, the original Shetland Reel site adopted a cost-effective PayPal cart system. Since that first iteration, Shetland Reel has added:

  • A second gin expression,
  • A limited edition single malt whisky, and
  • A blended scotch malt whisky.

The solution we proposed has allowed the range to expand with ease, following pre-launch planning by NB.

In addition to the Shopify e-commerce retail solution we introduced, a blog now gives Shetland Reel a platform around which it can run an ongoing content marketing campaign. Key to boosting sales has been the addition of a newsletter management tool, and we now work alongside the client to promote Shetland Reel each month, helping to entice visitors to the site and online store.

In the last quarter of 2016, this resulted in a 600% increase in online revenue compared to the same period in 2015.

About Reel Gin




Shetland Reel Online Shop


Product Details



Online revenue surpassed the site’s development cost within its first few months, and sales continue to build, driven by successful digital marketing campaigns. In addition, customer feedback to the new online shop has been entirely positive and time to administer the site has dropped significantly.

Working with Shetland Reel, NB has been able to use additional analytics, such as abandoned cart recovery, to understand customer activity and drive up revenue and conversion rates from customer mailings.

This insight is also helping us to shape digital options and help other start-up brands to grow effectively.

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