Three Wrens Gin
Growing Organic Traffic by 191% Through Ecommerce SEO, Content Marketing and UX Improvements
191%
Increase in monthly organic traffic, growing from 1,766 to 5,140 visits between March 2025 and January 2026.
320%
Growth in keywords ranking in Google's top three positions, increasing from 84 to 353 in just six months.
42%
Increase in organic search clicks, rising from 5,860 to 8,320 across the two Google Search Console reporting periods.
Project overview
- Client
- Three Wrens Gin
- Industry
- Gin Distillery & Ecommerce
- Website
- threewrensgin.com
- Campaign started
- March 2025
- Services delivered
Project team
-
Lucy ClowesHead of Operations & Search
- Jonathon Roberts
Technical SEO Lead
- Charlie Fletcher
Technical SEO Executive
- Jessica McMillan
Key Account Manager
Executive Summary
Client Overview
Three Wrens Gin is a Cheshire-based gin distillery offering a range of craft gins, gift sets and distillery experiences, including gin tastings and tours. Alongside its ecommerce offering, the business provides a bespoke white label distilling service for customers looking to create their own gin. Its website serves as both an online shop and a platform for attracting visitors and commercial enquiries.
Main Challenge
Three Wrens Gin wanted to increase its organic visibility beyond branded searches and attract more customers to its products, experiences and bespoke distilling service. Existing product collections offered opportunities to target more specific search terms, while the white label distilling landing page had never received dedicated SEO optimisation. The website also needed improvements to its navigation, product discovery and conversion journeys to make better use of incoming traffic.
Services Provided
We delivered a comprehensive ecommerce SEO strategy combining technical audits, on-page optimisation, content marketing, link building and CRO improvements. This included creating over 100 cocktail recipe pages, publishing more than 30 blogs, introducing niche gin collections and redesigning the website navigation. We also optimised the bespoke white label distilling page, improved the Google Business Profile and strengthened internal linking between content, products and collections.
Key Results
Monthly organic traffic increased by 191%, rising from 1,766 to 5,140 visits between March 2025 and January 2026. Keywords ranking in Google's top three positions grew by 320% in just six months, increasing from 84 to 353. Organic search clicks also rose by approximately 42% across the compared reporting periods, with stronger visibility for non-branded product, cocktail recipe, gift and distillery experience searches.
About the Client
Three Wrens Gin is an independent craft gin distillery based in Cheshire, producing a distinctive range of gins inspired by different flavours and botanicals. Its collection includes traditional and flavoured gins, alongside gift sets and tasting boxes available through its ecommerce website. The distillery also welcomes visitors for gin tastings and distillery tours, giving customers the opportunity to discover more about its products and the distilling process.
Beyond selling its own products, Three Wrens Gin offers a bespoke white label distilling service, helping businesses and individuals develop their own gin creations. With several revenue opportunities across online retail, distillery experiences and bespoke production, the website plays an important role in reaching different customer audiences. When Three Wrens Gin partnered with Fly High Media in March 2025, our focus was on strengthening organic visibility across these services while improving the website's shopping experience and helping more visitors discover relevant products.
Objectives.
Our main objective was to increase Three Wrens Gin's organic search visibility and attract more customers who were unfamiliar with the brand. We wanted to strengthen rankings for commercially valuable, non-branded searches relating to gin products, gift sets and distillery experiences, while expanding the website's reach through new collections and informative content. Another key priority was to establish greater visibility for its bespoke white label gin distilling service, which had previously received no dedicated SEO optimisation. Alongside growing organic traffic, we aimed to improve the customer journey through clearer navigation, better product discovery and more opportunities to convert visitors into customers or enquiries.
Challenges.
Three Wrens Gin offered a diverse range of craft gins, gifts and distillery experiences, but its website was not fully optimised to capture the different ways potential customers searched for these products and services. Existing collections lacked the depth of SEO-focused content needed to target more specific searches, while opportunities to introduce niche categories such as fruit gins and floral gins had not yet been explored. The website's navigation and product pages also needed improvements to help customers discover suitable products and understand how they could be enjoyed.
The bespoke white label distilling service presented another significant opportunity. Although Three Wrens Gin already had a dedicated landing page, it had never undergone SEO optimisation, limiting its potential to attract businesses and individuals searching for bespoke gin production. The page also needed a clearer enquiry process to encourage prospective customers to get in touch.
From an organic search perspective, the challenge was to build visibility beyond the Three Wrens Gin brand and compete for relevant product, gift and informational searches. Achieving this required more than optimising existing pages. We needed to expand the website's content, strengthen internal linking, improve technical SEO and develop a more intuitive shopping experience. The strategy therefore had to balance attracting new visitors with making it easier for them to explore products, book experiences or enquire about bespoke distilling services.
Strategy.
We developed a comprehensive ecommerce SEO strategy for Three Wrens Gin, combining technical improvements, conversion rate optimisation, content marketing and digital authority building. Our approach focused on increasing non-branded organic visibility, improving the customer journey and creating new opportunities to attract customers across gin products, distillery experiences and bespoke white label distilling services.
Ecommerce SEO & Collection Page Optimisation
We carried out a comprehensive ecommerce audit to identify opportunities across organic visibility, website usability and conversion performance. Our keyword research identified valuable searches that Three Wrens Gin was not adequately targeting, leading us to create new niche collections such as fruit gins and floral gins. We also improved existing collection pages with keyword-focused descriptions, relevant FAQs, internal linking and optimised metadata. These changes helped the website target more specific commercial searches while providing customers with clearer information when comparing different gin products.
Commercial SEO Focus
New niche collections, search intent targeting, improved metadata and stronger product discovery.
Cocktail Recipes, Content Marketing & Topical Authority
We developed an extensive content strategy designed to connect informational searches with Three Wrens Gin's products. This included creating over 100 cocktail recipe pages featuring the distillery's gins, with relevant recipes linked directly from individual product pages. Customers could discover how to use a particular gin in cocktails, while search engines gained additional context about the products and their uses. Alongside this, we wrote and published more than 30 SEO-focused blog articles covering gin comparisons, mixers, gift ideas and seasonal occasions. We also audited existing articles to improve their relevance, usefulness and internal linking to commercially important pages.
Content & GEO Focus
100+ cocktail recipes, 30+ blog articles, topical coverage and contextual product links.
Conversion Rate Optimisation & User Experience
Our ecommerce audit examined how visitors navigated the website, discovered products and moved towards making a purchase. We redesigned the main navigation to make important product collections and services easier to access, reducing unnecessary steps in the browsing journey. We also introduced relevant cocktail recipe links on product pages, allowing customers to explore serving suggestions before purchasing. Rather than treating SEO and CRO as separate activities, we used both to improve the value of incoming organic traffic and provide clearer routes from initial product discovery to purchase consideration.
UX & CRO Focus
Navigation redesign, improved shopping journeys, product education and conversion opportunities.
Bespoke White Label Gin Distilling SEO
One of the most commercially significant opportunities was Three Wrens Gin's bespoke white label distilling service. Despite having an existing landing page, the service had never received dedicated SEO optimisation. We rewrote the page to better explain the offering, target relevant searches around bespoke gin production and communicate its value to businesses and individuals interested in creating their own gin. We also introduced a new contact form, providing prospective customers with a more direct way to submit enquiries. This work extended the SEO strategy beyond ecommerce sales to support a separate, commercially valuable service.
B2B & Lead Generation
Dedicated service optimisation, commercial keyword targeting and a clearer enquiry journey.
Local SEO & Google Business Profile Optimisation
As a Cheshire-based distillery offering in-person gin tastings and tours, local search visibility formed another important part of the strategy. We improved Three Wrens Gin's Google Business Profile by adding relevant services, products and location information to give prospective visitors a more complete understanding of the business. These updates helped align the profile with the wider website offering, supporting discovery by people researching local gin experiences and distilleries in Cheshire.
Local Search Focus
Google Business Profile improvements, service visibility and local experience discovery.
Link Building, Technical SEO & Website Authority
To strengthen the website's authority, we secured more than 30 backlinks from relevant third-party blogger websites, expanding the number of external sources linking to Three Wrens Gin. Alongside off-page SEO, we conducted technical audits every three months to identify issues affecting website performance, crawling and organic search visibility. Findings were reviewed and addressed by our SEO team or passed to the client's developer where technical changes were required. This combination of ongoing technical maintenance and relevant link acquisition supported the wider content and ecommerce strategy by improving the website's foundations and external search signals.
Technical & Authority Focus
30+ relevant backlinks, quarterly technical audits and developer collaboration.
Our Solution.
We delivered a comprehensive ecommerce SEO strategy for Three Wrens Gin, combining technical improvements, content creation and conversion rate optimisation to attract new customers and improve the online shopping experience. From developing over 100 cocktail recipe pages and optimising niche gin collections to strengthening the bespoke white label distilling service, our work focused on increasing non-branded visibility, improving product discovery and creating clearer routes to purchase and enquiry.
- Created over 100 cocktail recipe pages, linking relevant recipes directly from gin product pages to improve product discovery and support conversions
- Introduced niche gin collections, including fruit gins and floral gins, and optimised existing collections with SEO copy, FAQs and metadata
- Published 30+ SEO-focused blog articles and audited existing content to improve topical coverage, internal linking and non-branded search visibility
- Rewrote the bespoke white label gin distilling landing page and introduced a dedicated contact form to encourage commercial enquiries
- Completed an in-depth ecommerce SEO, CRO and UX audit, redesigned the main navigation and rewrote metadata across the website
- Secured over 30 relevant blogger backlinks to strengthen the website's external authority and support organic search visibility
- Enhanced the Google Business Profile with additional services, products and location information to support local discovery of the distillery
- Conducted quarterly technical SEO audits and developed dedicated Black Friday collections to support website performance and seasonal search demand
Our SEO & CRO Improvements.
Our strategy went beyond improving keyword rankings. We made practical changes to the Three Wrens Gin website to help customers discover products, explore cocktail inspiration and enquire about bespoke distilling services. These improvements combined search engine optimisation with a stronger user experience, creating more opportunities to turn organic visitors into customers and enquiries.
The Result.
Since partnering with Fly High Media in March 2025, Three Wrens Gin has achieved substantial improvements in organic search visibility, keyword rankings and website traffic. Monthly organic traffic increased by 191%, while the number of keywords ranking in Google's top three positions grew by 320% within six months. The campaign also expanded visibility across non-branded product, cocktail recipe, gifting and distillery experience searches, helping the business reach customers beyond those already familiar with the Three Wrens Gin brand.
Monthly Organic Traffic Growth
+191%
Monthly organic traffic grew from 1,766 visits at the start of the SEO campaign in March 2025 to 5,140 visits by January 2026, demonstrating a significant increase in the website's ability to attract visitors through organic search.
+320%
Increased from 84 to 353 keywords ranking in Google's top three positions between March and September 2025.
+42%
Increased from approximately 5,860 to 8,320 clicks across the compared Google Search Console reporting periods.
+15%
Increased from approximately 1.12 million to 1.29 million impressions, expanding the website's presence in Google search results.
0.6%
Improved from 0.5%, representing a 0.1 percentage point increase in organic click-through rate.
9.7
Improved from an average position of 18.1, moving the website's average ranking into Google's top ten results.
The Results in Numbers.
Our SEO strategy delivered measurable improvements in organic search visibility, with stronger keyword rankings, increased clicks and greater exposure across Google Search.
Conclusion.
The campaign increased monthly organic traffic by 191% and grew top-three keyword rankings by 320% between March and September 2025. Beyond search visibility, our work connected cocktail inspiration with ecommerce product discovery and improved the website's presentation of bespoke white label distilling services. The result is a stronger organic search presence supported by content and website improvements tailored to the distillery's different audiences.
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