Custom tools
A wine comparison site built from scratch, with its own publishing engine
Who
Press For Wine is a UK wine content and comparison site with a small team and no writing staff.
Before
An idea for a wine content and comparison site, and nothing off the shelf that could do it. A standard CMS with plugins would not handle the comparisons, and paying writers for the volume of content needed was never going to add up.
What we built
A custom site from the ground up: a comparison engine for wines and retailers, an image pipeline, and a content system that researches, writes, illustrates and publishes on a schedule, with a human approving before anything goes live.
- Research and writing. AI drafts articles and comparisons from a brief and a house style, with sources checked.
- Bottle imagery. Retailer bottle photos are small and unusable at page size, so an image pipeline produces consistent, legible bottle images for every listing.
- Publishing. Approved pieces go live on a schedule through the site's own CMS.
- Review. A founder approves each piece in minutes rather than writing it in hours.
Result
Every piece approved by a person in minutes rather than written in hours.
What it owns
The pipeline, the prompts, the house style and the content. No agency, no freelancer invoices, no subscription beyond the AI usage it consumes.