Case Study: Digital Topic Leadership in Mixed Drinks
The heritage brand Schweppes is part of Krombacher Brauerei Bernhard Schadeberg GmbH & Co. KG. The brewery holds the brand and distribution rights for Schweppes in Germany and Austria through Schweppes Deutschland GmbH.
Using Pimcore, we created a brand experience platform to offer cocktail lovers one of the largest recipe databases for cocktails and mixed drinks in the German-speaking world at www.schweppes.de.
Customer Key Facts
1,300 cocktail recipes and a top Google ranking in only two months’ time
For Krombacher, we created a digital experience platform with Pimcore which unites data from their numerous beverage brands under one "roof" and enables central maintenance in one data pool (aka a single point of truth). As part of this project, we also implemented a relaunch of the Schweppes brand website and an associated database with nearly 1,300 recipes for cocktails and mixed drinks. The move was to be completed in just two months, with content and data migrated smoothly to the new system. The move also had to avoid jeopardizing the site's outstanding Google ranking. Several tens of thousands of users from organic traffic reach Schweppes' cocktail recipes every month. Naturally, we wanted to continue achieving these great results in the future, as Schweppes intends to further expand its digital market leadership in the area of mixed drinks and is laying the foundation for this by relaunching their recipe database.
Digital Experience Platform: All data in one system
We implemented the website for Schweppes in the new Krombacher Whitelabel CMS, which we had already created during a previous project. The screen design was developed based on the existing corporate design and transferred into the platform’s design system. We merged all cocktail recipes and their respective characteristics—ingredients, Schweppes products, or flavors—into one database. From this, we are able to generate the detail page for each cocktail, the search and filtering, and the overview pages for a specific drink selection. To test the effects of the new infrastructure in terms of search engine optimization (SEO), we first launched static pages for selected cocktail recipes. This allowed us to test Google's reactions and ensure that no traffic was lost after the relaunch.