How Puchacay Doubled Their Online Sales with an E-commerce Funnel

When Puchacay reached out to us, they had a problem that sounds familiar: a craft brewery with an excellent product, loyal customers at their taproom, and absolutely zero digital presence generating sales. Their website was a static page with a PDF menu and a link to Google Maps. That was it.

The starting point

Puchacay is a craft brewery from southern Chile with a solid reputation in their local community. But their business depended 100% on physical foot traffic. If it rained heavily (and in southern Chile it rains a lot), sales dropped. If there was a long weekend and people traveled, sales dropped. They had no way to sell outside a 5-kilometer radius.

The owner knew he needed to sell online, but he had tried a basic Shopify store that generated zero sales in three months. His conclusion — "e-commerce does not work for craft beer" — was wrong. The problem was not the channel. It was the execution.

What we built

We did not start with the site. We started by understanding the customer journey. Who buys craft beer online? Why would they do it instead of going to the store? What would convince them to try a brand they have never heard of?

With those answers we designed a complete funnel:

• Capture landing page. A page focused on a single product: a 6-beer tasting pack with free shipping included. No full catalog, no distractions. One product, one offer, one button.
• Email sequence. Visitors who did not buy immediately left their email in exchange for a discount. A 4-email sequence moved them from "interested" to "buyer" in 7 days.
• Optimized product page. Professional photos, descriptions that told the story behind each beer, and real reviews from taproom customers.
• Shipping system. Integration with a local courier for 24-48 hour delivery within the region, and 3-5 day national shipping.

The results

In the first 90 days after launch:

• +120% in captured leads compared to the previous period (which was practically zero, so the bar was low — but the volume was real).
• +35% in online sales as a percentage of total revenue. They went from 0% to a third of their income coming from online orders.
• 40% higher average order value for online sales vs. taproom sales. People who buy online tend to order larger packs.
• 28% repeat purchase rate in the first 3 months. Nearly a third of buyers came back for more.

What we learned

E-commerce does not fail because of the channel. It fails because most businesses put a catalog online and wait for people to show up. Without a clear funnel, without a defined value proposition, and without post-visit follow-up, it is like opening a store on a street with no traffic and no storefront.

Puchacay worked because we treated e-commerce as a sales system, not a website. Every piece had a purpose: attract, convince, convert, and retain.

At Villelabs, we build digital sales systems for businesses that have a great product but are not capturing the demand that exists online. If your business is in a similar situation, let us talk.