Shaun Shue

I built this site to sell a single bottle, and using organic SEO, got it to the coveted #1 Google spot for “Perfection Cognac,” “Perfect Cognac” and #2 for “Hardy Perfection.” For all the growth hacks in digital marketing, never underestimate the power of a good authentic story and nice pictures.

I had posted about making the site on my old blog, with a promise that I wouldn’t seed search engines too often (a promise I have kept). The post got two lonely comments—one curious about how much a 100+ year-old cognac made with extinct grapes might cost, and the other a simple “Wow.” However, the site itself picked up buzz and traffic from cognac and fine liquor sites, as well as individual interest from people fascinated with rare and exotic things. As I expected, it rose in rankings for the above search terms and general cognac searches. I did not anticipate that it would surpass Hardy’s own site.

It also ended up being an interesting real-world lesson in luxury/Veblen goods, as the few retailers that had any in their own stock raised their prices from $5000 at the site’s launch to Call us.