CQL Acquires Riess Group to Become the Leading Global Shopify Agency for Unified Commerce. Read the Press Release
CQL Acquires Riess Group to Become the Leading Global Shopify Agency for Unified Commerce. Read the Press Release
HALL Family Wines is a leader in premium Napa and Sonoma Valley wine experiences, spanning the HALL, WALT, BACA, and Michel Foch brands and known for exceptional estates, vibrant tasting rooms, and a loyal wine club community. As the organization looked to modernize its digital and in-person experience stack, it needed to move beyond a Magento (Adobe Commerce) ecommerce platform, a separate point of sale system, and a custom-built wine club, all without disrupting the brand experiences its members love. HALL partnered with CQL to unify commerce, POS, reservations, and wine club operations into a single connected ecosystem on Shopify Plus.
The engagement was a true unified commerce build. A single Shopify Plus store was implemented to power four distinct brand domains with a shared cart, shared customer accounts, and a seamless checkout across all of them. With Awtomic, HALL was able to migrate their club experience to Shopify including tiered memberships, batched club runs, and member-exclusive pricing. Shopify POS was launched across six California tasting rooms, Shopify was connected to Microsoft Dynamics Business Central and Salesforce Sales Cloud through Workato, and ShipCompliant and Avalara were implemented to manage state-level alcohol shipping regulations and beverage tax. Five years of order history were migrated in addition to all of Hall’s customers, and custom revenue routing was engineered so every order, including club add-ons and swaps, lands in the correct ledger.
With a unified foundation now in place, HALL is positioned to scale efficiently and deepen loyalty across every touchpoint. The theme-based experience framework can support future brands, properties, and expansion across the HALL Family Wines portfolio, while the connected data layer opens the door to richer personalization, smarter membership acquisition, and an even more elevated hospitality journey from first tasting to lifelong membership.
Migration
Magento to Shopify
Technology
Shopify
Shopify POS
Avalara
Awtomic
Easy Appointment
Elfsight
Equalweb
Flip
Klaviyo
Matrixify
Microsoft Dynamics
Salesforce Sales Cloud
Workato
Yotpo
HALL Family Wines is a family-owned collection of wine labels, spanning HALL, WALT, BACA, and Michel Foch, celebrated for female-led winemaking teams, sustainability, and exceptional tasting experiences.
HALL was running four brands on a fragmented stack: Magento ecommerce, a separate POS, and wine club through a subscription software. This made it difficult to unify customer data, streamline operations, and evolve the member experience.
A single Shopify Plus ecosystem now powers all four brand sites with a shared cart and customer accounts, Shopify POS across six tasting rooms, a modernized Awtomic-powered wine club, and real-time integration with Business Central and Salesforce.
HALL’s tasting rooms are the heart of the brand and the single biggest driver of new memberships, so the in-person experience had to be exceptional. Shopify POS was launched across six California tasting room locations, replacing the legacy point of sale system and bringing in-person and online commerce onto one platform. Using the Flip app for table service, HALL staff can now manage table service, food add-ons, tipping, split payments, and wine club sign-ups right at the table without ever breaking the hospitality experience.
Because POS, ecommerce, and membership now share one customer record, tasting room staff recognize members in real time and can deliver true white-glove service, including charging a member’s securely vaulted card on file with no swipe, tap, or manual entry required. Behind the scenes, every in-person sale routes to the correct revenue center in HALL’s ERP, keeping operations as polished as the guest experience.
HALL’s wine club came from a heavily customized build layered on top of Magento: powerful, but rigid and expensive to maintain. In partnership with Awtomic, the club was replatformed onto a subscription engine purpose-built for luxury wine, supporting batched club runs, member-exclusive pricing, tiered benefits, and full lifecycle management, all deeply integrated with native Shopify rather than bolted on.
The new club experience is built to grow revenue and delight members. The customization flow guides members through curated add-ons when personalizing shipments, allocation and waitlist models manage scarce, high-demand releases through tier-based access, and built-in compliance checks handle the realities of shipping wine across state lines. Card-on-file vaulting extends from online checkout into the tasting room, so members enjoy a frictionless experience wherever they engage with the brand.
Emily Harrison
Vice President, Marketing & Direct Sales
HALL Wines
