Steel City Beer began with a bunch of proud Novocastrieans, who got together over a beer and agreed that the people of the Hunter Region needed a brand to call their own.

Their vision was simple, great beer, at a fair price and with no added shop talk because that is the way beer should be.

Owlpine Group were engaged by Steel City Beer to bring their vision to life by establishing a website that echoed their brewing philosophy in a visual perspective; easy drinking, refreshing and highly sessionable.

Steel City Beer is a newly established beer company, with this bringing an immense amount of growth. It was pivotal for Owlpine Group to establish a simple, effective and well-oiled platform ready for growth, data collection and merchandise sales from launching.


After extensive eCommerce market research in such a competitive environment, Steel City Beer was adamant that Shopify was the right platform to support the business’s needs; such as their popular merchandise range, support future sales of online beer and third-party email marketing software integration. However, Shopify only provides a small series of free and purchasable themes, all of which are restrictive to mould or suit any business’s vision and final outcome.


Steel City Beer provided Owlpine Group with an exact draft design which was to be custom coded within Shopify to suit their vision. For the development of the website, Owlpine Group managed multiple areas, including custom coding and user experience knowledge and application to maximise the end-user discovery experience. Owlpine Group supported the integration of a customised ‘Beer Finder’ and advanced Google Search Console.


Custom Coded Responsive Shopify Website Customer ‘Beer Finder’ 
MailChimp Integration
Google Search Console
Page Ready SEO

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