Case Study: The Macallan deepens digital engagement with AKQA

The Macallan boosts search impressions 70% with AKQA

The Macallan, a symbol of Scottish whisky heritage, faced the challenge of honoring its 200-year legacy while forging deeper connections with a new generation. For its pivotal anniversary, the brand partnered with vendor AKQA to create a modern digital experience that would reflect its rich history beyond the bottle.

AKQA crafted a comprehensive digital ecosystem for The Macallan, including a new website and a cohesive design system built on a visual identity by David Carson. This immersive experience mirrored the grandeur of The Macallan Estate and put people at the heart of the brand's story. The solution drove significant results: time spent on a key page more than doubled, the landing page captured a major share of traffic, and related search impressions saw a 70% week-on-week increase.

The Macallan