With consumer demand for single malt whisky growing worldwide, and a desire to increase awareness and strengthen its position within the market, After Digital was selected by Angus Dundee Distillers Plc to design and develop a suite of websites, including the corporate site, Glencadam and Tomintoul. After Digital celebrates its growing portfolio of drinks clients, having launched the stunning new responsive sites for Angus Dundee in summer 2013.
It’s been a busy year for us, illustrated by this announcement not being quite as timely as usual, but we’re raising a glass to our wonderful whisky client Angus Dundee and the suite of stunning sites our team launched at the back of last year for them.
The brief called for a creative digital agency to design and develop visually stunning and technically sophisticated responsive websites for the main brand, Angus Dundee, and two sub-brands - Tomintoul and Glencadam. Following a competitive UK tender, the After Digital team was excited to be selected for the job.
Our digital marketing experts began with in-depth analysis of the businesses, marketplace and competitive environment. The process kicked off with keyword and competitor research to identify opportunities for future growth and identify key consumer behaviour trends. A business audit and positioning report benchmarked performance and allowed us to work with Angus Dundee to set realistic KPIs. Further research highlighted opportunities to boost the link building strategy, with each brand supporting the other, and integrate social more efficiently.
With multiple sites requiring bespoke functionality and centralised administration, After Digital proposed the open source CMS Joomla to create the most effective solution for the company’s needs. A number of responsive designs were created, starting from a mobile-first and content-first perspective, to focus on the key objective of selling to an international audience.
Effectively illustrating the heritage of Angus Dundee Distillers Plc, the Angus Dundee website showcases its exclusive range of whiskies and other services (such as own label and bulk supply) available with integrated multimedia featured throughout. The video banner engages visitors at the most common initial touch point, encouraging them to become engrossed in the story and brand.
The Tomintoul website makes use of stunning illustration to effectively portray the hand-crafted, subtle characteristics of this award-winning gentle dram. A unique looping video banner background highlights the origins and organic nature of the whisky, reaching out to key target markets and inviting audiences from around the world to engage online.
Original use of multimedia and animation is also utilised throughout the Glencadam website depicting the history and quality of this internationally renowned portfolio of malt whiskies. Tailored information about each whisky and unique tasting notes featured across the suite of sites immediately illustrate each whisky’s unique nature, reaching out to an international audience.
David Johnstone, Business Development Director at After Digital, said; “We’ve been working in the vibrant international drinks market for some years now and are delighted to count Angus Dundee and its sub-brands amongst our clients in this sector. The new responsive sites are reflective of the quality and care put into every bottle produced and we’re delighted to support the growth of these incredible Scottish brands through digital innovation".