New website increases membership + online sales for iconic Australian wine brand.

The Brief

Tyrrell’s approached us for a more effective website with online wine sales and wine club membership functions. The brief was to deliver something both visually unique and distinct from their competitors. It also needed to be true to their brand, with a user experience that encouraged sales and new memberships.

Our Solution

Working with the strong vision of the Tyrrell’s marketing team, we designed and built a website on WordPress and WooCommerce. The website featured strong imagery and brand elements to create an immersive experience that reflects the premium quality of the Tyrrell’s brand. We also integrated wine club membership functionality and a promotional wine display, making it easy for visitors to join the club or purchase wine online.

Wine Club Management System

Following the initial development phase, we were engaged to bring Tyrrell’s Wine Clubs fully online. Tyrrell’s has 2 main wine clubs with different wine offerings and delivery options. Starting with The Founders Club, we were able to develop a solution that offers the following functions:

  • Customers can manage their subscriptions for two clubs. Pause or change allocations.
  • Subscription products can be fulfilled with alternative products & displayed to customers.
  • Subscription prices reflect live prices & fulfil replacement prices.
  • Gravity Form to WooCommerce Subscription customisation.
  • Product pricing & visibility with precise control per-customer group.
  • Custom quantity rules per product, minimum quantities, and varietal groupings.
  • Club and Newsletter discounts.
  • Mailchimp auto-tagging from subscriber’s selections.
  • Staff notifications when customers are updated.
  • Customer address lookup & Shipment tracking.
  • Customised emails & staff notifications for customer actions.
  • Customer SMS notifications for failed payments.
  • Automated stock reports for upcoming product allocations, stock issues, Subscription issues & subscriber totals.
  • Pre-orders integration for product promotions, prepaid or payment due, bundled product requirements and customised order options.
  • Subscriber waitlist integration and limited re-orders capability for renewals to allow one-off renewed items and replacements.
  • Checkout and Subscription delayed dispatch handling for Netsuite & warehouse shipping to schedule notification for staff
  • Customised Netsuite warehouse management integration, handles cellar door shipping, custom payment options for POS, custom message on orders and more

Project Success

The new website has been very well received by Tyrrell’s customers and achieved its objective of increasing online sales and wine club memberships. The website is now an essential part of Tyrrell’s marketing mix, providing a valuable channel to market their wines direct to consumers.

Post Project Success

Tyrrell’s has demonstrated great faith and trust in HyperWeb by engaging us on a long term basis to assist them move more of their systems online and integrated with the website as the source of truth. The partnership between HyperWeb & Tyrrells is a very valued and significant one for both of our companies.

I can say with certainty that the new website has increased membership conversions and sales. Not only that, but we have received overwhelmingly positive feedback from all over the world about its look, feel, and functionality. It has, without doubt, immeasurably elevated the perception of the Tyrrell’s brand.

Ali Wood - Membership & Branding Manager


Established in 1858, family-owned Tyrrell’s is one of Australia’s most distinguished family-owned wine companies. They produce some of Australia’s most renowned wines, including the iconic Vat 1 Semillon, and since 1971 have been awarded over 5,500 trophies and medals.

For more info about Tyrrell's, check out their website.

What We Did

  • Mobile responsive development
  • eCommerce development
  • SEO
  • Gift voucher integration
  • Loyalty program integration
  • Mailchimp integration
  • Site Design
  • Age gate, website security, optional two-factor authentication
  • Product custom details options, allocation, pack size, notes, reviews, awards, video, variety, range.
  • Custom Wine Club subscriptions development


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