The Beautiful Booze Club

Project Challenge

For The Beautiful Booze Club, the goal was to build a premium online presence from the ground up, tailored to two key audiences:

• Corporate/private events across Ireland (mobile bar & bartender hire).
• Hen parties for cocktail-making classes in key hotspots like Dublin, Killarney, and Carrick-on-Shannon.

Since the business offered fully bespoke, on-location experiences, a major part of the challenge was structuring the site around service-driven enquiries rather than direct bookings — while still providing enough information for potential clients to feel informed and confident in reaching out.

The second phase — launching Afterglow Bar & Events — introduced a new challenge: adapting the website’s identity and content to speak to the expat and tourist market in Marbella, where demand and search behaviour differed from Ireland’s more established event scene.

Phase 1: The Beautiful Booze Club

Custom WordPress Build

The website was developed using a fully custom WordPress theme, built to allow flexibility, speed, and design consistency. I used ACF Pro to create manageable backend fields for services and localised content.

Local SEO-Driven Architecture

The website structure included numerous landing pages targeting key regions in Ireland popular for events — an approach that allowed location-specific SEO without cluttering the main navigation. This helped attract relevant traffic for long-tail search terms like “hen party Carrick-on-Shannon” and “hen party cocktail making class Dublin.”

Service Specific Enquiry Forms

Rather than implementing a generic contact form, each core service had its own tailored form — requesting info like preferred dates, estimated guest count, location, and service type. This allowed the client to efficiently plan and quote for events, while keeping the lead process streamlined and personal.

Supporting Content

The site included an extensive cocktail menu and example package options, not as fixed offerings, but as a way to inspire potential customers and show what types of experiences could be created. This supported the high-end, bespoke positioning without needing rigid e-commerce functionality.

Phase 2: Afterglow Bar & Events

Rebranding & Relocation

When the client relocated to Spain, a new branch of the business — Afterglow Bar & Events — was created to serve a similar audience in Marbella: hen parties, private villa events, and corporate functions. The new brand needed to retain the bespoke, premium feel of The Beautiful Booze Club, but reflect a sunnier, more relaxed Costa del Sol energy.

I worked closely with the client to:

• Apply a new visual identity.
• Adjust tone and content to reflect the Marbella setting.
• Rework location landing pages to target key Marbella areas and expat/tourist search terms.

The website structure remained unchanged, allowing for a smooth transition and faster launch — with only visuals and content needing to shift.

New SEO Focus

Unlike Ireland, Marbella had fewer established search terms or competition for mobile cocktail services. This required a different SEO approach — focusing on location-based content, clearer event types (e.g. “Hen Parties in Marbella”), and long-tail keywords targeting expats and event planners.