FREDS Drinks

A vibrant and dynamic e-commerce website for a new brand entering the premium drinks market

Project Overview

FREDS Whisky is an ambitious new brand offering a fresh retail and online experience for anyone looking to buy a wide range of quality drinks and join a community of like-minded individuals. NB Communication created a bespoke website to give FREDS the edge against established competitors.


As a retail start-up we had a very tight timescale to get our Shopify site up and running. We were facing a significant challenge with our deadlines, with six weeks of a countdown to launch. Alex and the team at NB were absolutely superb at responding to our every need for the website. We saw significant sales right away, and NB guided us through what was a very challenging project.

Graeme Muir


FREDS was founded by drinks industry experts with many years’ experience in the whisky and retail sectors. As well as selling premium alcoholic drinks and low and no alcohol alternatives, FREDS was keen to create a community feel around the customer experience and complement their physical shops with an excellent e-commerce store.


FREDS aim was to break into a well-established market, by offering premium drinks without the exclusivity often associated with collectible whiskies. To achieve this FREDS delivers a fun, welcoming and smooth shopping experience both online and in its retail stores. Part of the challenge was raising brand awareness to demonstrate the difference between FREDS and its competitors and communicating that effectively. Both parts of the retail business had to complement each other, and effective systems were required to monitor stock and sales of over 1,000 products.


NB Communication status as Shopify Experts - and deep expertise using the Shopify platform - helped us to create a striking new site capturing and conveying the FREDS brand while providing a smooth and intiutive customer journey. NB’s involvement began with strategy sessions to specify site requirements, target audiences, site architecture, functionality, and organisation. Our team of designers, coders and developers then created a unique site for FREDS with rigorous testing and analysis to ensure optimal user experience and performance. Once launched NB devised an effective marketing campaign to drive customers to the new store.


Customised experience

To achieve the best layout and functionality NB’s team wrote custom coding to allow the inclusion of a homepage grid, a new banner, and CTAs on the slideshow carousel, while ensuring excellent usability and a smooth customer experience.

Drinks ranges

Over 1000 products were imported into the store which is structured to handle the large amount of data. Each spirit and drink is presented in its own clear category with intuitive menu options making navigation easy.

Product details

Product pages highlight key information about a product with vibrant and eye-catching icons to show ABV, country of origin, tasting notes and more.

Perfect serves and cocktails

Taking perfect serves to a new level, the FREDS online shop includes a searchable A-Z of cocktails recipes. NB created custom page templates, allowing customers to add all the necessary ingredients quickly and easily to their shopping basket.

Filtering function

A customised filtering app was set up giving customers the option to easily refine their product search based on preferences including brand, occasion, region, and country.

Social channels

To build the FREDS’ community and encourage social sign-ups, Instagram links are included as a prominent part of the site layout.

User experience

NB’s expertise in website design and architecture delivered an online shop which looks great and is quick and easy to use – giving FREDS an excellent start to their online sales.