Clos Apalta

digital case study

Crafting a perfect wine’s website

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An immersive digital wine experience


It was always Alexandra Marnier Lapostolle's dream to craft the perfect wine and after years searching the world for exceptional terroir, she found a unique vineyard high up in Chile's Apalta Valley. Here, she - with her husband, Cyril and son Charles de Bournet Marnier Lapostolle - founded Clos Apalta, a Premier Grand Cru wine combining Chile's unique carménère grape in a Bordeaux-style blend that shimmers with style and complexity, scoring the perfect 100pts for consecutive 2014 and 2015 vintages and again for 2017 (2016 was a mere 99pts). As the perfect wine needs a sublime website to bring the brand to the attention of the world, Charles de Bournet approached Nucleus for help.


Not all the great wines of the world tell their stories well online, so our response to Charles' brief was to benchmark the best and learn what we could from them, before translating Clos Apalta's story into a unique digital narrative.

With our experience in luxury brands, wine and hospitality, we were well-qualified for this project. We interpreted the owners' passion for their venture and turned it into a immersive digital experience that brings to life Clos Apalta's spellbinding location, its award-winning winery and the spectacular wines themselves. Harmony is at the core of everything at Clos Apalta, where hundred year-old vines are grown using biodynamic techniques, harvested by hand and vinified in a state-of-the-art winery that relies on gravity to work its magic.

Harmony is implied through a classically simple design, with every detail carefully considered. Typography is restrained and photography enveloping, while the copy draws the user into an engaging narrative that explains the philosophy and teamwork behind this great wine. From a technical perspective we selected Kentico as the .Net content management system and built a Tours booking system so the winery team can take online bookings on the website and then manage visitors to the estate.

Clos Apalta's residence brings together wine and hospitality with a link out to Relais & Chateaux for online booking, while the bespoke Tours booking system will be launched in early 2020.

Clos Apalta's new website launched in English but will be translated into French, Spanish, Portuguese and Chinese in due course.


The Clos Apalta website launched in December 2019, with our client, Charles de Bournet Marnier Lapostolle, reporting that "So far we have had very good feedback on the website. Good job!". While fuller results will take some time to flow through, we are very confident Clos Apalta's new website will now correctly position this great wine as one of the world's finest fine wine brands.