Distell
Defining the digital platform
Challenge
Distell needed to modernise three of its premium malt whisky brand websites; Bunnahabhain, Deanston, and Tobermory. The existing sites were dated, hard to manage, and lacked the flexibility needed for marketing and data insights. User experience was poor, and the platforms weren’t supporting growth or conversion. The goal was to redesign and rebuild the sites to drive sales, improve usability, and give Distell a solid foundation for experimentation and optimisation.
Approach
Workshops and customer research helped build a clear picture of the whisky audience and how each brand connected with them. The team focused on creating an engaging experience that would guide users to purchase, while ensuring the sites were built with SEO best practices from day one. Design was approached with flexibility in mind - finding the balance between brand personality and shared systems to future-proof the build.
Solution
Three new eCommerce sites were delivered on Shopify Plus, built on a modular framework that could scale across brands. The UI was designed to feel premium and immersive, with flexible components that support storytelling and product discovery. Behind the scenes, the sites were built with a strong data strategy and fully integrated with Ometria, enabling Distell to run personalised campaigns and test and learn programs across the platform.
Impact
The new sites are stable, fast, and ready to scale - handling spikes in traffic with 100% uptime. Performance in search and user engagement has improved, and internal feedback has been really positive. With stronger UX, better data, and powerful marketing tools in place, Distell is now set up to grow its DTC business and build deeper connections with whisky fans and VIPs.
Design team
Design direction: Ed Nicholson
Art direction: Ed Nicholson
UX research: Joe Holland
UX design: Joe Holland
UI design system: Antonio Ortega