Brewing a direct-to-consumer future for Camden Town Brewery

Camden Town Brewery was built on a simple belief: beer should be better. They set out to redefine what fresh beer meant – using the best ingredients, and an uncompromising focus on quality. But while their beer was fresh, their digital experience wasn’t keeping pace.

With separate sites for brand storytelling and eCommerce, Camden’s online presence felt fragmented, making it harder for customers to seamlessly engage, explore, and buy. They needed a platform that could unify their story, streamline the customer journey, and drive direct-to-consumer (DTC) growth.

At the same time, their digital ambitions were evolving. The solution had to support their growing product range, enhance customer retention, and maintain the bold, distinctive identity that makes Camden iconic.

To help Camden Town Brewery build a stronger DTC presence, we delivered a best-in-class Shopify solution – designed for seamless user experience, operational efficiency, and future scalability.

Unifying brand and commerce

We consolidated Camden’s separate brand and eCommerce sites into one streamlined Shopify Plus platform. Flexible landing pages that can easily be updated in house for new activations were introduced to eliminate friction between storytelling and sales. The new site seamlessly integrates content, product discovery, and checkout, making it easier for customers to engage and purchase in one place.

Optimised for performance and flexibility

To give Camden’s team more control, we implemented a modular CMS – allowing easy updates to products, content, and campaigns without reliance on developers. Key integrations, including Klaviyo for personalised email marketing, now enable smarter customer engagement and retention strategies.

A platform for scalable growth

The new site is designed to evolve with Camden’s ambitions, ensuring it enhances the DTC experience and supports future expansion without technical roadblocks.

Our strategic approach helped Camden Town Brewery unlock new opportunities in DTC, delivering significant results:

• CRM-driven revenue at 44%, outperforming industry benchmarks
• A scalable platform that supports non-discount-led, sustainable growth
• Strengthened long-term loyalty with a 34% returning customer rate
• 20% increase in revenue YOY 

By blending brand and commerce in a frictionless digital experience, Camden Town Brewery now has a future-proof eCommerce platform – one that fuels engagement, sales, and long-term success.