Whisky can be daunting to the consumer - especially those that aren’t well versed in the world of whisky. Our challenge was to democratise the whisky portfolio to make it easier for consumers to navigate.  

To do this, we created a direct to consumer user face that was built on a simple product architecture. It allowed consumers to navigate the portfolio in a simplified format and gave them direct to purchase choices at the end. 

RESULTS

• 72% viewed their whisky persona

• 45% of users completed the journey through to purchase

• “Play Now” button was the second most clicked on from the Dewars newsletter