CASE STUDY
Goodram’s
Fine Liquor
Melbourne’s craft spirits importer went from ten spreadsheets and a Gmail account to a fully automated sales engine, without hiring a single extra person.
1,200 emails in 2 minutes. +25% inbox delivery rate. Zero manual onboarding forms.
Services
Email Hosting & Management
CRM Implementation
Sales Automation
Email Deliverability
Automated Price Lists
Digital Onboarding
Stockist Finder Tool
Product Landing Pages
Website Redevelopment
Brand Design
See what Brent Llewellyn, Founder of Goodram’s Fine Liquor, says about working with SixFive.
“Working with SixFive really feels like an in-house tech department for your business. They’re not only trusted advisors: they come to you with solutions, not problems.”
Brent Llewellyn, Founder, Goodram’s Fine Liquor
THE CLIENT
Goodram’s Fine Liquor
Goodram’s Fine Liquor is a Melbourne-based importer and distributor of craft and independent Asian spirits, sakes, and liqueurs. Founded by Brent Llewellyn, the business sources from small-batch producers and distilleries across Asia, supplying independent retailers, restaurants, and hospitality venues throughout Australia.
As the business grew, Brent assembled the pieces that every importer relies on: email, a website, a handful of spreadsheets, and a paper-based account application form. For a while, they were enough. But as Goodram’s customer base expanded and the sales role became more demanding, those tools started holding the business back rather than moving it forward.
The working relationship with SixFive began simply: email hosting and a basic website. What cemented the partnership was a crisis. A domain transfer error taken by Brent himself took the website and email down for three days and put the domain itself at risk of being lost permanently. Duncan called immediately and worked until everything was restored.
“Duncan really took it upon himself to help me out of a really difficult spot, genuinely. That was the initial interaction that really impressed me: I thought, this guy really knows what he’s doing.”
– Brent Llewellyn
That trust became the foundation for a much deeper engagement. When Brent decided to overhaul his sales process, SixFive were first on the list.
THE PROBLEM
Ten spreadsheets, a Gmail account, a print-scan-fax onboarding form, and emails landing in spam.
Goodram’s Fine Liquor had reached the ceiling of what informal systems could support. Sales information was scattered across ten different spreadsheets. Nothing was centralised. The business was sending sales emails from its main domain using Gmail, hitting daily send limits and frequently landing in spam folders. When a prospect was ready to open an account, they received a PDF they had to print, sign, scan, and email back. Brent’s words: ‘dark ages technology.’
What Goodram’s needed:
- A centralised CRM to replace ten spreadsheets and bring all prospect data into one place
- Automated sales email workflows: with the ability to send to all contacts at once, not 50 at a time
- Proper email infrastructure: a dedicated sending domain, DMARC records, and clean deliverability
- Fast-loading, easily-updated price lists to replace slow, compressed PDFs with poor resolution
- A fully digital account application process: no printing, no scanning, no manual follow-up
- A way to convert website traffic into wholesale inquiries and retail sales, not feed it back to Instagram
“We had grown beyond what a spreadsheet and a Gmail account could do for us. Things were everywhere. We were missing a lot of sales opportunities due to lack of organisation.”
THE SOLUTION
A fully automated sales engine (CRM, email infrastructure, digital onboarding, and a stockist finder), built in stages, without disrupting a live business.
SixFive worked with Brent to break the problem into three core priorities, then built each one out in sequence. The result is a sales system that runs largely without manual intervention, frees Brent to focus on people and products, and creates a foundation for the website redevelopment now underway.
Here is what they delivered:
CRM as the nucleus
The first step was replacing the spreadsheet mess with a CRM that could serve as the single source of truth for every prospect, customer, and contact. SixFive implemented and configured the system, migrated existing contact data, and connected it to every downstream process: email campaigns, price list delivery, onboarding forms, and follow-up sequences.
Automated price lists and digital onboarding
SixFive built automated price lists: fast-loading, easily updated documents replacing the slow, compressed PDFs that were costing click-throughs. They also replaced the print-sign-scan-email account application with a fully digital workflow: new prospect enquiries flow from the website into the CRM, trigger automated email sequences, deliver a price list, and culminate in a digitally signed 30-day account agreement stored automatically in the system. Brent’s only manual step is verifying the account type.
Email deliverability, rebuilt from scratch
Goodram’s was sending all sales emails from their primary business domain, a significant risk. Google was flagging them as spam, DMARC records were missing, and email attachments were adding to the problem. SixFive set up a dedicated sending domain, corrected the DMARC configuration, and restructured the email approach entirely. The result: a 15 to 25 per cent improvement in inbox delivery rate, achieved overnight.
Stockist finder and product landing pages
As the relationship continued, SixFive built individual product landing pages and added a stockist finder tool: a feature that allows visitors to search for the six nearest independent retailers within a 100-kilometre radius of their postcode. The feature pulls directly from the CRM and converts website traffic that had previously been redirected back to Instagram into genuine wholesale and retail leads.
“The blind spot in our sales was having a centralised hub. With the CRM as the nucleus, all the information comes in and out of there, and when you’re organised, you can really streamline your outreach.”
“We were making some really obvious mistakes that once we rectified, we were increasing that hit rate, getting into the inbox by fifteen to twenty-five per cent. And that’s an overnight fix you can make.”
– Brent Llewellyn, Founder, Goodram’s Fine Liquor
THE RESULTS
More orders. More inbound enquiries.
A sales process that works without Brent.
What a business looks like when it has the right technology partner from the start:
- 1,200 sales emails sent in under two minutes, compared to a manual 50-per-day limit in Gmail
- 15 to 25% improvement in inbox delivery rate, fixed overnight with DMARC and domain separation
- Ten spreadsheets replaced by one CRM, eliminating missed sales opportunities from disorganisation
- Zero manual print-scan-fax forms in the account application process: fully automated end-to-end
- Website and email restored in three days after a domain crisis that put the domain itself at risk
- Stockist finder tool converts product page traffic into real retail and wholesale leads
- Increased inbound enquiries and orders since the CRM and email automation went live
- Website and brand redevelopment now underway, with an online ordering portal planned
“If you are an entrepreneur or a small business owner, there are three things you need on your team: a bookkeeper, an accountant, and great tech support. In SixFive, you’ve got that.”
— Brent Llewellyn, Founder, Goodram’s Fine Liquor
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