Fuller's Brewery.

Four hundred sites for four hundred pubs in one CMS.


Food and drink

Project type

Design and build

Fuller's are a well-known and well-loved UK brewery. Their hundreds of pubs, bars and hotels located throughout the South of England all serve their signature beers which they've been brewing since 1845.

Housing everything under one roof.

Fuller’s existing set of individual pub websites were a random mix, made and managed by assorted parties. They wanted to gather them all together and centrally manage the design and core content. It would give them quality control of their brand, and a set of sites to be proud to showcase to the public.

An internal Pub Management System (PMS) already exists and holds information for all their pubs. The new sites would need to hook into it to draw out all the core data, as well as have the ability for content to be managed by Fuller's and individually by each landlord. With each site – just under four hundred of them – managed within one CMS. Sitecore was our CMS of choice as the sites needed to tap into an array of complex functionality.

Building the pubs.

Introducing Pub builder, a system that creates new websites for each pub, and allows Fuller's to make new sites whenever the pub family grows. When a new pub is added to the Pub Management System, a site is automatically built. With a little customisation and content, it's then ready to go. Each of these sites had to encompass the Fuller's brand, whilst staying true to the spirit of each pub.

So the designs had to cater for Fuller's large variety of pubs. A range of pub personalities needs a range of designs. So we created multiple responsive templates and themes – from traditional to modern – that could be combined in any manner to best suit each pub. Our final builder includes six themes, two templates, and many modules for ultimate flexibility.

One site for one pub.

The brief changed and evolved over the course of the project. Our designs and solutions adapted with them to ensure we were catering for the different visions of the stakeholders involved. But what remained was to make sure all pubs appeared different.

Photographers captured each of the pubs, so the designs had to take full advantage of them and allow for the pictures to be kept in their specific aspect ratios. Each site also comes with a beer carousel, to show off which beers are available at each pub. Again, the data is pulled from their PMS and transformed into a fun and interactive way of browsing their selections. A key goal was to be able to measure the success of each site, therefore analytics is integrated on each, including across all the third-party systems used for bookings.


Every one of the new sites launched successfully on the same day. We also completed several smaller projects with Fuller’s including an accompanying mobile app, Pint of Pride. Developed for iOS and Android, the app uses GPRS to allow travellers to locate their nearest pint of London Pride.

One of their key targets was to increase online hotel bookings to 28% by March 2013. By October 2012 our sites had increased online reservations by 33%. Traffic has also increased by a third since launch, gaining more than 100,000 extra visitors per month. All bringing Fuller’s beers and traditional English pubs to a mainstream digital audience.



Extra visitors per month


Online reservations


Products and services used


    User experience




    Art direction

    Visual design


    Interaction development