How TopDrinks grew organic revenue by +32% and slashed paid ads by €13.5K/month via a programmatic content production system
“Manalt turned our content bottleneck into a competitive moat. We’re now shipping five times more product pages, in three languages, at a fraction of the cost—and Google finally treats us like the category leader. Their AI playbook is the best investment we’ve made this year.”
— Bjorn Biljdorp, CEO, TopDrinks
The challenge
In Q4 2024, TopDrinks.nl faced a high-stakes growth challenge.
Despite being one of the fastest-growing online liquor retailers in the Netherlands, they hit three hard ceilings:
SKU bottleneck
Their small content team could only publish 8–12 new product pages a day—yet their merchandising plan required 12,000+ SKUs launched before the holiday season.
SEO plateau
Competitors with larger catalogs were dominating long-tail search queries like "buy Plantation Rum 70cl," pushing TopDrinks toward ever-higher Google Ads spending.
Language overload
Expansion into DE/FR markets meant three versions of every product—each with strict compliance rules (ABV warnings, deposit labeling, allergen disclosures).
Our solution: ContentOS-for-Commerce
We built a custom AI-powered content engine that scaled output, lowered costs, and unlocked multilingual reach—end-to-end.
Event-driven publishing system
Every new SKU triggered a pipeline: PIM → PostgreSQL layer → RAG-powered GPT-4o agent → human spot-check → instant publish via Shopify API.
Data-clean “source of truth”
Structured nightly sync from Akeneo centralized product data: ABV, tasting notes, regulatory flags, producer blurbs—normalized and queryable.
RAG copy agent
Our fine-tuned GPT-4o system generated meta titles, SEO-rich blurbs, brand-aligned descriptions, and FAQs from structured product data plus tone-of-voice guidelines.
Multilingual AI + compliance QA
Native Dutch reviewers approved local copy; DE/FR used generative compliance checklists with manual override for sensitive phrasing.
Schema, internal links and launch
n8n automations added FAQPage, Offer, and Product schema. Canonical tags were enforced automatically. Pages pushed live in under 7 minutes end-to-end.
Governance dashboard
Live Looker Studio panel tracked page velocity, crawl/index status, traffic delta, and cost-per-page—so performance could be optimized weekly.
Results after 4 months
+450% increase in product page output
From ~10 to 55 live product pages daily. No new hires.
+65% growth in organic sessions
Organic visibility surged, especially in long-tail and premium spirits.
+32% increase in organic revenue
Long-tail traffic converted at higher margins vs. paid.
€13,500/month saved in Google Shopping
Same ROAS, leaner spend.
$14.5K/month saved in freelance copywriters
Entire category handled in-house via AI pipeline.
60 hours/week freed across merchandising and content teams
Ops moved from reactive to proactive mode.
Bottom line
TopDrinks went from content bottleneck to growth flywheel.
With a full-stack AI system connecting PIM, copy, SEO, and publishing, they unlocked a competitive edge—owning long-tail shelf-space while cutting spend. This is what happens when automation meets airtight data and real-time ops.
