Founded in 1898, Benromach is a Speyside distillery with a global reputation as the ‘gentle dram’. Showcasing its 117-year history and lovingly hand-crafted range of whiskies, the Benromach website was designed based on thorough marketplace and UX research, combined with a series of immersive on-site experiences with the client and other stakeholders.
INCREASE in visits to the site over past 2 months
GROWTH in new users to the site vs last year
MORE mobile traffic to the website
Having developed both the core Gordon & MacPhail brand website and the previous Benromach site, After Digital facilitated Benromach’s international goals with the redesign of it’s new responsive website in 2015.
The goal was to create a user-centric, cross-device accessible new web presence, that emulated the artisan nature of this bespoke whisky range and its unique heritage to a diverse international audience.
Following a successful rebrand by stuffcreative, we worked closely with the teams (at Benromach and from the branding agency) to design a user-centric, multi-device accessible new web presence, that carefully reflected the nuances and quality of Benromach’s new identity.
The project involved several intensive immersion workshops, including days on site to scope the project out from a technical and UX perspective, in-depth marketplace and audience research to inform the design, wireframing days to map out key user journeys and the complex integration of multimedia and product management systems, and several design concept workshops.
Our design team started from a “mobile first” perspective - getting the layout right for the smaller screens first, working up to tablets, then desktops, and even to TV screens, thus delivering an optimum viewing experience for all users. Our talented developers then employed a mix of intuitive CSS, flexible grids, fluid layouts, and automatically resizable images, to create responsive web designs that accommodate for the needs of the device they are viewed on.
A key element of this website design was an interactive timeline illustrating core brand values, in order to firmly establish the provenance and quality of the brand.
“We are delighted with our new website, designed by After Digital, and also with both the number of visitors to it and the positive feedback we have received since launch. Without a doubt, the web is now our shop window to the world."
Gordon & MacPhail
The website has secured Benromach many award nominations, including a coveted Commendation at the Scottish Design Awards for Best Website Design (find out all about that here). Alongside recognition from the digital industry, the website has driven measurable results for Benromach with a 57% increase in site visits and a 47% growth in new users in the first month following launch.
Beyond this, the site has attracted considerable growth in visitors and engagement from key international markets, with 98% more traffic from the US and a 44% boost in German traffic.