Opening its doors in 1825 in the burgh of Brechin, Glencadam is the only distillery in the county of Angus, a picturesque area in the Scottish Highlands. Glencadam Single Malt has always been regarded as premium whisky for blending and was highly sought after for some of the world’s most prestigious blends. Back in 2003, Glencadam was bought by Angus Dundee Distillers and in 2005, the exclusive Glencadam Single Malt Scotch Whisky was released. With an award-winning range, including 10, 15 and 21 year old malts, Glencadam is the latest edition to the Angus Dundee family.


When the distillery opened


Bottled at

10, 15 & 21

Year old expressions



Having worked closely with Angus Dundee on the parent company website and Tomintoul website, we continued this fruitful partnership designing and developing the new responsive platform for the Glencadam brand.

Project Requirements

  • Extend brand awareness and reach beyond the existing small, yet enthusiastic following
  • Encourage website visitors to discover and visit the distillery
  • Portray the quality of the brand, with a focus on its incredible heritage
  • Create a more engaging online experience
  • Increase sales in the UK and internationally within key markets


Commencing phase 3 (and site 3) of the project, our digital marketing and creative teams worked closely with the Glencadam stakeholders to refine their business objectives and online KPIs. With no existing brand guidelines in place, our creatives fine tuned the brand, colour palette and tone, so that it appealed to the identified target audience - the older consumer with a real passion for whisky.

It was uncovered that despite having an enormous heritage, the Glencadam brand wasn’t well established - before the website redesign Glencadam whisky was a secret jewel still awaiting discovery. As such, our digital marketing experts advised on best practice for content and structure, in order to make best use of organic search and visibility online.


User Experience (UX) Design

With the aim of creating a fully responsive and multi-device friendly website, our creatives wireframed key user journeys and landing pages from a mobile-first perspective.

Textures and media were used throughout the design to portray heritage and tone of voice, such as the texture of old paper and the integration of high quality video and imagery showcasing the history of this internationally renowned portfolio of malt whiskies.

As well as portraying the hand-crafted, subtle characteristics of this award-winning gentle dram through imagery, a unique looping video banner 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.

Technical Build

To appeal to the older gentleman and whisky connoisseur, custom HTML modules were implemented to display bespoke tasting note information for each of the whiskies, immediately illustrating each whisky’s unique nature. Best practice was applied from our ecommerce experience, with custom development including up-sell functionality, such as the ‘Also in this range’ feature.

“We’ve worked with many drinks and whisky brands over the years and so it was a pleasure that Angus Dundee selected us to design and develop their suite of three websites. Hoping to appeal to an older consumer, the whisky connoisseur if you like, we hope to have developed features (such as the tasting notes) that give that little bit extra to those consumers. We’re very pleased with the end result and know the Glencadam team are too - here’s to a long and prosperous partnership!”

David Johnstone, Commercial Director,
After Digital