Malts.com: the home of Diageo’s single malt distilleries

The client

Malts.com is the online home of Diageo's single malt Scotch whisky distilleries, the Classic Malts of Scotland: names such as Lagavulin, Talisker, Oban, Dalwhinnie, Glenkinchie and Cragganmore. When we took on the work, the spirits business traded as Guinness UDV (United Distillers & Vintners), Diageo's distilling arm. Behind it all sits one of the most recognisable names in drinks: Diageo.

We delivered the project at Agilisys, with Jonathan as lead designer.

The challenge

Single malt whisky is sold on heritage, place and craft. Every distillery in the portfolio has its own landscape, its own story and its own fiercely loyal following. The site had to let each one feel distinct and authentic, while holding them all together under a single premium umbrella brand that drinkers would trust.

What we did

We designed the brand identity and the website for Malts.com: a shared digital home for Diageo's single malt distilleries, from the mark itself through to the online experience.

Our approach

We designed for provenance and premium feel. Rather than flattening the distilleries into a uniform template, we gave them a shared home that let each one's character and sense of place come through, true to the Classic Malts positioning.

Outcome

Malts.com became the branded online home for Diageo's single malt distilleries, and it has endured. It remains Diageo's distilleries and distillery-tours website today, which speaks to the durability of the proposition we helped establish more than two decades ago.

Context & coverage

The Classic Malts of Scotland was Diageo's flagship single malt range, and Malts.com has remained the brand's distilleries hub through later additions such as The Singleton (launched 2006, after this work). Today the site still showcases distilleries including Lagavulin, Talisker, Oban, Dalwhinnie, Glenkinchie, Clynelish, Caol Ila and The Singleton, with distillery tours.

• Malts.com (Diageo): the current distilleries site, the same property line.
• The Singleton (Diageo) and Scotch Whisky: The Singleton: later brand history, post-dating our build.