The new Malts.com has gone live

Diageo’s new Malts.com has gone live, a project I spent many months working on with a fantastic team at the agency Critical Mass and on the client’s side. The site brings two of Diageo's greatest assets together: their iconic single malts brands and stunning Scotland distilleries.

The transformation of Malts.com is the first step in bringing Diageo’s luxury omnichannel vision to life - a key foundational step in their journey of building the ultimate global community of single malt enthusiasts by connecting them to exceptional whiskies, experiences and content.

My role was to lead the talented team through the UX, design and copy sprints, and manage the handovers to Diageo’s technical build partner. I also ran the creation of key email flows as part of the site’s CRM programme. A key reason why the project so engaging to work on is that each of the many brands on the site has a unique identity, products and stories - from the tradition of Lagavulin to the glamour of Mortlach.

Ultimately we delivered a transformed global destination to discover new brands, indulge in old favourites, access unique distillery experiences and enjoy fascinating expert-led editorial content. Customers in markets such as Great Britain and Northern Europe are also able to purchase the single malts directly from the site.

The project demonstrated my capability to deliver quality results for global brands - so why not get in touch to discuss how I can help your agency or company with your own digital transformation projects.