Edrington x Wiredcraft ｜The Macallan redefines luxury with seamless digital experiences

Founded in 1824, The Macallan, as part of Edrington’s portfolio, epitomizes luxury in single malt whisky.

Known as the “Rolls-Royce of malts,” it has been a symbol of elegance and tradition.

Wiredcraft collaborated with The Macallan to enhance its digital presence, designing platforms that reflects the brand’s rich heritage and premium status.

We played a key role in enhancing The Macallan’s WeChat mini-programs, including the E-Boutique and Membership features, and helping with revamping its Tmall e-commerce platform.

Additionally, we overhauled the brand’s entire design system, which received strong commendation from the global team and will be adopted for long-term use.

What have we done

• Digital strategy

• Audit and benchmark

• Stakeholder interviews

• Customer journey mapping

• Design system

• UI/UX design

• Project management

• Product management

• Digital workshop

• In-depth customer experience report

Accessible, inspirational and educational: Iconic offerings on The Macallan E-Boutique

The Macallan aimed to bring its rich culture and brand stories to life on digital platforms.

Wiredcraft helped the brand provide a high-quality experience for visitors and customers by elevating the overall design while adapting the global guideline consistently across touchpoints.

We designed a vivid homepage for users that include key features like interactive whiskey collections carousel, The Macallan Ballot for purchasing limited edition whiskey, and O2O integration showcasing the offline store experience.

With the revamped digital platforms, The Macallan provides a unique, straightforward yet symbolic perspective for whiskey lovers of all kinds to explore various offerings by the iconic brand.

The Ballot

The Macallan hoped to boost the conversion rate for its Ballot feature, which offers visitors the chance to purchase limited edition whiskey and learn more about the brand’s heritage. To enhance this experience, we redesigned the Ballot’s user interface and highlighted it on the homepage.

For the Ballot, we made it easy for users to view all ongoing, registered, and upcoming ballots at a glance. Quick previews of opening dates are prominently displayed, encouraging users to subscribe and stay engaged with limited edition releases.

Released every Tuesday and Friday, the Ballot not only provides access to exclusive products but also deepens brand engagement.

The Macallan Whiskey: Immersive carousel

To help visitors better understand The Macallan’s essence, we redesigned the carousel to distinguish each collection and highlight its unique background stories.

Each collection displayed is now paired with an artistic background and illustrations that bring its story to life.

Products are organized by collection to make exploration easier, and the module has been repositioned more prominently on the page to encourage product discovery and boost sales.

In the product categories, we also recommended incorporating various scenarios to provide users with more diverse contexts for exploring The Macallan’s products.

Exquisite “Discovery” tab: Your gateway to The Macallan’s world 

The Macallan, with its rich and extensive content, sought to provide users with an immersive yet a clear and holistic view of the brand.

To achieve this, Wiredcraft introduced the innovative “Discovery” tab, a refined educational hub designed to elevate brand storytelling.

This section organizes the brand’s wealth of content into structured modules, allowing users to delve into The Macallan’s illustrious history, masterful craftsmanship, and the renowned Whiskey Academy without losing their way.

Key Sections:

• Stay Tuned with The Macallan: Latest news and insights;

• About The Macallan: An exploration of unparalleled craftsmanship;

• Explore The Macallan: Begin a sophisticated journey with the brand;

• Whisky Academy: Deepen your knowledge of this distinguished spirit.

Customer experience deep dive: A comprehensive report on premium CX 

To elevate The Macallan’s brand storytelling and premium customer experience, we conducted an extensive benchmark analysis of 54 brands, with an in-depth examination of 6 key brands to uncover best practices.

This research provided insights into the most advanced digital experiences in China, offering principles for luxury digital design, tailored recommendations, and a complete end-to-end customer journey map.

By bridging knowledge from China to the APAC region, this strategic approach ensures The Macallan remains at the forefront of industry trends, delivering an exceptional and immersive experience globally.

Following our comprehensive revamp of The Macallan’s WeChat mini-program, the brand has seen a notable improvement in digital performance, with an impressive 108% increase in visits and views, along with significant growth in conversions.

Our work has helped The Macallan achieve greater visibility, stronger interactions, and improved conversion rates, solidifying its leadership in the luxury whisky market.

Looking ahead, The Macallan remains committed to delivering exceptional products and services while continually exploring innovative marketing strategies to meet the evolving and diverse needs of its customers.