ABOUT

Edrington Group approached Like Digital to re-launch their flagship luxury whisky brand The Macallan in 2018. After defining a core digital content strategy, we then undertook a complete redesign and rebuild of the site, optimised to work across eight languages and countries with opportunities for personalisation and areas for engagement to drive loyalty.


A rich, interactive product page highlights the premium flavours and qualities of each bottle, allowing the internal team to create depth of content with minimal resource. The designs emphasise the unique collaborations and partnerships The Macallan has fostered over the years, including their work with Lalique and Masters of Photography series. There is opportunity for brand engagement and storytelling through multiple content avenues, laying the foundation for future personalisation. Furthermore, Like Digital integrated e-commerce functionality to the site for their products available for purchase.

Since the launch last spring there there have been many positive reviews; the average session duration of users on the site has doubled, the bounce rate has decreased by almost half, and there is a 27% increase in returning visitors compared to the previous year.

Like Digital continue to be closely engaged since the launch, driving special features, premium content and key digital components of their main advertising campaign, Make The Call.