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Customer Growth Case Study
Plonk Wine
How Plonk Wine built a distinctive online wine business and a growth asset that helped support its exit
5 years
From launch to business sale
50+
Pages built around discovery, sales and trade
DTC + trade
Customer routes supported by one platform
Sept 2025
Business sold with a stronger growth asset behind it
The Client
Plonk Wine launched in 2020 with a clear idea: make wine less formal, more interesting and easier to discover.
The business needed to speak to two audiences at once. Consumers looking for a better way to buy wine online, and trade customers looking for a supplier with a point of view.
It was launched during lockdown, when competition for online wine sales was intense and every brand was fighting for attention.
The Challenge
Plonk needed more than a good-looking website.
It needed a platform that could sell to consumers, support trade accounts and give people a reason to come back. It had to make product discovery simple, build trust in a relatively new brand and create a route to visibility without relying entirely on paid advertising.
The real challenge was to build a business asset that could keep generating demand as the brand grew.
What results did we achieve?
Plonk launched with a working direct-to-customer and trade platform built around how customers discover and buy wine.
Organic demand grew steadily through lockdown and beyond. High-intent wine searches began bringing new people into the business. Product pages and wine-focused content gave those visitors clear routes to purchase.
The business also built stronger recognition in the wine trade, with press coverage, trade-journal mentions and relevant links from wine and lifestyle publications.
By September 2025, Plonk Wine was sold. The website, content, organic visibility and customer base all contributed to the value of the business.
Nothing leaves Market Jar unless it earns its place.
The Mechanism
We built the platform so it could do more than process orders.
Consumers could discover wines, learn what made them worth trying and buy without friction. Trade customers had a direct route to apply for an account. Content helped Plonk appear in the searches potential buyers were already making and gave the brand a reason to be found before someone had decided where to buy.
The work built over time. Each useful page, product route and piece of content made the next sale easier to win.
That is the difference between a website and a growth asset.
Plonk did not have to pay for every customer it acquired. It built a business that could create demand, convert it and retain value long after the initial launch.
Results, not promises
We’ve helped clients all over the world to grow their pipeline, and increase their revenue. Here’s what they had to say about working with Market Jar.
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