Diageo is one of the largest B2B spirits retailers in the world. Looking to get into the D2C space, they approached CM. They wanted to enable a clear role for customer engagement and build a "world-class" D2C and e-commerce proposition and rebrand for their digitally native brand, Malts.com.

The end goal is to build an active community of users, driving insight from a broader data ecosystem and optimizing the virtual shelf for deeper and more meaningful moments. Our newly reinvented brand and visual identity—supported by compelling and easy-to-use digital design systems, and ongoing content strategy—prioritise mid-funnel behaviours across content, community and commerce. We likewise had to stretch a small budget across design, photo shoots, and execution (while never sacrificing quality).

On Malts.com, we broke with conventional Scotch parlance, favouring a bright, fresh, and modern visual language that would ensure Whisky felt accessible to all. We created a content strategy that uses Diageo's direct to distillery USP, delivering exclusive "hobbyists" content for Whisky aficionados, educational content for new-to-category drinkers, and even travel content for our Whisky tourist segment who want to experience.
And of course, when our Whisky tourists do visit the brand homes, our content strategy extends to the store (or distillery) to create a seamless Malts.com brand experience—e.g., malts membership, branded postcards/maps and even merchandise driving back to Malts.com. We want to give the user a richer experience no matter they are in the journey (online and offline).