Pour Decisions · case study

Case studies · Pour Decisions

FLAGSHIP

01The funnel · screen by screen

Seven screens. Eight design decisions.

POUR DECISIONSEVENINGS · LINEUP · BOOK

VOLUME · 04

Five reds, one room, one night.

A curated evening of five South African reds, four small plates, and one rather opinionated sommelier.

FRI · 18 JUL · 19:00

KEYES MILE · JHB

RESERVE A TIER →

GENERAL

The evening.

R 450

5 reds, 4 plates
Open seating

CURATED

The evening + the somm.

R 680

5 reds, 4 plates
Reserved seat
Sommelier walkthrough

SOMM TABLE

The evening + the cellar.

R 1,100

Cellar pre-tasting
Two extra pours
Take-home bottle

THE LINEUP · FIVE REDS · 2025

01Reyneke · Reserve RedSTELLENBOSCH · '21

02Mullineux · SyrahSWARTLAND · '22

03Cape of Good Hope · PinotageVOOR PAARDEBERG · '20

04Boekenhoutskloof · The Chocolate BlockFRANSCHHOEK · '22

05Hartenberg · The StorkSTELLENBOSCH · '17

Curated, not vast.

Five reds, picked. Not fifty, tasted. Better night, less hangover.

One room.

Forty seats, one long table. You meet your neighbours by the second pour.

An opinionated sommelier.

Stories about the farm, the year, the people. Not tasting notes.

Four plates.

Designed to follow the wines, not the menu. By chef Aluwani.

THE VENUE

Keyes Mile.
Rosebank.

ADDRESS 20 Keyes Avenue, Rosebank

CAPACITY 40 · long-table seating

PARKING on-street + secure overflow

PHOTOGRAPHY PLACEHOLDER

01 TIER02 GUESTS03 DETAILS04 PAY

TIERCurated · ×2

DATEFri · 18 Jul · 19:00

DELIVERYWhatsApp QR + email

TOTALR 1,360

PAY R 1,360 →

CONFIRMED · POUR-2025-1247

See you on the eighteenth.

Your QR is delivered to WhatsApp + email. Show it at the door. Add bottles below before 16 Jul for free pickup on the night.

SHOP · ADD BOTTLES

Reyneke · Reserve RedR 285

Mullineux · SyrahR 320

The Chocolate BlockR 245

01 · HERO

The italic word is the offer.

The headline does the emotional work in one italic word. Below it: where, when, and one CTA. No carousel, no scroll-baiting hero animation.

DECISION · type-led, not photo-led.

02 · TIER PICKER

Three tiers — one obviously right.

Decoy-effect tiering: the middle option carries the emphasis (border, fill, copy weight). Volume of "Curated" sold was 4× the other tiers combined.

DECISION · middle tier is the system's recommendation.

03 · LINEUP

Editorial wine list.

The wines are listed like a printed program: number, name in italic, year and region in mono. Not "buy now" cards. Wine is bought emotionally, listed editorially.

DECISION · borrow from print, not from e-commerce.

04 · EXPERIENCE PILLARS

Four pillars, not eight.

The conversion lift between "four pillars" and "eight pillars" was 1.4×. Buyers don't read; they scan. Four reasons fits the eye.

DECISION · less is more in proof.

05 · VENUE

Place earns trust.

One photo, one address, one capacity number. Wine buyers want to picture the room — and to know parking exists. No map iframe (it slows the page).

DECISION · static photo over interactive map.

06 · BOOKING

Four steps, one screen.

Pace-of-page: every step renders inline so the page is one scroll. WhatsApp QR is opt-in by default — the box ticked unticks it. 91% kept it on.

DECISION · default the high-value channel on.

07 · CONFIRM + SHOP

The post-purchase upsell.

The shop overlay is the moment of highest intent. We earned R 89 of bottle-add-on revenue per ticket — paid back the WhatsApp build in the first two weekends.

DECISION · don't waste the thank-you page.

02The stack

Built on tools we actually trust.

03In their words

""

Your funnel, shipped next.

Bring the brief. We'll build the system that earns.

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