With over 60 years experience in distilling, bottling and exporting fine Scotch Whisky products and spirits around the world, Angus Dundee boasts two single malt distilleries Tomintoul, in the Speyside Glenlivet region and Glencadam in the Eastern Highlands of Scotland. With a diverse and multilingual team on hand, Angus Dundee are proud exporters of whisky to more than 70 countries across the globe. After Digital were brought on board to tell their story in the online space.

70

Countries exported to

60

Years experience

2

Single malt distilleries 

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With consumer demand for single malt whisky growing worldwide, and a desire to increase awareness and strengthen it’s position in international markets, Angus Dundee Distillers selected After Digital for the redesign and development of the visually stunning and sophisticated suite of websites for Angus Dundee and its distilleries, Tomintoul and Glencadam.

Client Requirements

  • Increased brand exposure leading to new enquiries from potential trade customers
  • Increase loyalty and CLTV of existing customers
  • Target importers and retailers around the world
  • Clearly communicate Angus Dundee’s values of professionalism, flexibility, customer orientation, British tradition and modern practice with a focus on customer services and building out long-term relationships.

Research

Beginning with an in-depth analysis of the business, our team conducted research of the marketplace and competitive environment to identify opportunities for future growth as well as key consumer trends. Research uncovered the potential to enhance the existing link building strategy, with each brand supporting the other alongside integration with the brand’s social media channels for greater efficiency.

Our digital marketing experts advised on best practice for content and structure before handing over to the design team to work their UX magic.

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UX Design and Wireframing

To get an understanding of what Angus Dundee were looking for, our design team worked hands on with the team, getting to grips with the likes, dislikes and challenges of the current website, as well as key business objectives and content prioritisation (IA). From here, a clean, light and modern website was designed which retained the friendly, yet professional character of Angus Dundee.

Technical Build

Built from a mobile-first perspective the website’s designs were crafted into responsive templates that catered to all devices.

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 integration of multimedia through the site. The video banner engages visitors at the most common initial touch point, encouraging them to become engrossed in the narrative of the brand.

“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 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.”

David Johnstone, Commercial Director,
After Digital