Silver Oak Cellars

An elevated, effortless experience for the modern luxury wine consumer

Since 1972, Silver Oak Cellars has been crafting fine vintages that celebrate life’s most meaningful moments. In 2025, Silver Oak partnered with 1r to elevate their digital experience through a rapid migration to Shopify Plus and a reimagined approach to subscriptions and loyalty. The goal: create a refined, frictionless ecommerce experience that speaks to the modern luxury consumer, while preserving the heritage and emotional connection that longtime customers value.

Services

Site Migration

UX & Web Design

Business Analysis

Front End Development

Back End Integrations

Search Engine Optimization

Ongoing Managed Services

Account & Project Management

1r truly understood the balance we were trying to strike, honoring Silver Oak’s legacy while building a digital experience that feels modern, personal, and effortless. The result is a platform that not only looks beautiful but also strengthens our connection with our customers.

John O'Connell, Director of Information Security

The Challenge

Silver Oak’s customer base has historically skewed male, yet the brand itself is rooted in shared moments; dinners, celebrations, and everyday luxuries enjoyed together. Silver Oak saw an opportunity to expand its audience without alienating its loyal following. At the same time, the team faced a condensed timeline to execute a complex Shopify Plus migration while introducing an entirely new engagement model: a fully integrated subscription and loyalty program. The challenge was balancing speed with sophistication, delivering an elevated, immersive brand experience that felt effortless, intentional, and deeply personal.

The Strategy

Loyalty isn’t a tactic; it’s the feeling of being remembered. This philosophy guided the entire engagement. Through weekly working sessions and end-to-end experience mapping, 1r partnered closely with Silver Oak to design a customer journey that mirrors how people actually enjoy wine, across celebrations, quiet nights in, and moments that feel special without needing a special occasion. Rather than treating loyalty and subscriptions as separate programs, the strategy focused on unifying them into a single ecosystem that rewards engagement naturally and builds emotional connection over time.

The Solution

1r delivered a full end-to-end design and build on Shopify Plus, combining a sleek, sophisticated user experience with powerful ecommerce technology. By integrating best-in-class partners Angle Loyalty and Awtomic Subscriptions, the team created a unified customer ecosystem designed to support seamless, personalized engagement at scale. At the heart of the experience is The Oak Society, a reimagined loyalty program where access, rewards, and status feel earned rather than transactional. By removing the traditional divide between loyalty and subscriptions, subscriptions now act as a natural pathway to deeper brand engagement, offering both curated and customizable options that fit seamlessly into customers’ lifestyles. The result is a refined digital experience, whether it’s a first purchase or a reorder of a favorite bottle, enhanced by personalized rewards, improved access to events, and an effortless path to loyalty. Elegant and elevated, just like Silver Oak Cellars, their wines, and their customers.

The Results

Silver Oak’s new Shopify Plus platform now supports a seamless, brand-immersive experience where commerce, loyalty, and subscriptions coexist in one fluid ecosystem. By integrating best-in-class technology with thoughtful strategy and design, Silver Oak is positioned to scale while deepening emotional connections with customers, one meaningful moment at a time.