Case Study: Sazerac achieves a stronger digital customer experience with Adobe

How Sazerac is stirring up its customer experience with Adobe

Sazerac, the parent company behind brands like Fireball, Buffalo Trace Bourbon, and Southern Comfort, needed to modernize its outdated and fragmented digital presence to better connect with consumers as online shopping grew. Its corporate site was stale and hard to use, and its many brand websites were scattered across different platforms, making content management and campaign activation difficult. Sazerac turned to Adobe Experience Cloud, including Adobe Experience Manager and Magento Commerce, to create a stronger, more unified customer experience.

With Adobe, Sazerac launched new e-commerce and content sites, including a Magento-powered Sazerac House store and refreshed sites for Buffalo Trace Distillery, Fireball, and the corporate brand. The results included a virtual Buffalo Trace tour that drew more than 50,000 visitors and increased online orders after adding a gift shop to the distillery site. Adobe helped Sazerac improve mobile engagement, streamline content updates, and build a stronger foundation for omnichannel commerce and future global expansion.

Sazerac

Lewis Broadnax

Vice President, Global e-Commerce