Distell Malts: Defining the digital platform

Service and project type

eCommerce Strategy, eCommerce Build, Design, UX, Data.

Our relationship

Distell, one of the world’s largest alcohol brands, collaborates with Organic across a range of brands to create digital experiences.

Problem

Distell faced challenges with three of its malt brands – Bunnahabhain, Deanston, and Tobermory. These brands operated on outdated websites with unreliable data and poor user experience. Organic was tasked with the design and development of three new eCommerce sites. The goal was to enhance user experience, data reliability, and reporting capabilities, not only to boost online sales but also to create a versatile test and learn environment for better customer engagement.

Solution

The solution was 3 new sites built on the Shopify Plus platform. Organic crafted a modular framework that all brand sites could efficiently use and expand upon. 

Workshops with the client and desk research helped us get a handle on customers in the malt whisky sector, so we could craft a user experience that was engaging and would nudge users to conversion. Coupled to essential SEO best practices the sites would attract new customers, keep them engaged and foster brand loyalty. 

The new sites were built with a data and strategic framework, enabling swift implementation of test and learn programs. With robust data and user-friendly features, the platform empowers Distell to experiment with site enhancements and marketing activities that resonate with their fan base.

Results

The outcome of our work is three brand new websites, all running smoothly on a reliable platform with a flawless 100% uptime, even during sudden traffic spikes. The sites now incorporate powerful marketing tools and insights, including deep integration with Ometria. This integration allows for highly customised and personalised experiences for VIPs and fans.

Distell’s internal teams have provided excellent feedback, and these sites now perform better in search and enjoy improved engagement metrics.