Continuously improving functionality for a more ginteresting experience


After the founders of Sipsmith Gin managed to get the law changed in 2008 to allow them to launch with their 300 litre still, they’ve had a can-do spirit ever since. It’s a zealous attitude that we, as their digital marketing agency, have implemented in all the work we’ve done with the Sipsmith crew from day one. Having celebrated its 10th birthday in 2019, Sipsmith has been at the forefront of the UK gin revolution and is now a certified B Corporation, turning the making of gin into a force for good.


When we started working with Sipsmith, they tasked us with creating a site that kept pace with their fast rate of growth. As part of that process we developed a digital roadmap for the next two years ahead. Key to its success was our agile approach, enabling us to implement rapid improvement releases through the project.


Since the gin boom, ‘many and varied’ would be a good description of our audience. From the affluent retired to the early-twenties first-jobbers and everyone in between, gin has widened its appeal across the board. Our remit was to help Sipsmith increase market share across all age groups.


Creating an informative, well-designed, robustly built site for Sipsmith was a given for us. But we all know customers can buy Sipsmith Gin elsewhere. So we set ourselves the task of understanding what the purpose of the website should be for different customers. What did it need to be for whom?


In partnership with Sipsmith, we have created a site that’s much more than a brochure site, more than a simple e-commerce site and, in fact, more than a combination of the two.

Incorporating a shop selling not just gin, but barware and gifts, we’ve created a site that, with new recipes and ideas, is constantly updated. And, by setting up tracking using analytics and session recording, we gained real insights into behaviour and pain points on the site, allowing continuous improvement of the UX—and a site more focused on conversions.

We also mapped this data against desired behaviour, this forming the backbone of an improved roadmap with a further set of key deliverables.

Since designing and building the first incarnation of the site, Creode has not only brought the Sipsmith brand to life, but also continued to improve feature-rich functionality, including the addition of a geo-based age gate, seamless integration with Sales Force Marketing Cloud and a refer-a-friend capability on Sipping Society, Sipsmith’s online club.

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