Founded in 1933, Ian Macleod Distillers (IMD) is a family-owned business that has grown to be the world’s 10th largest scotch whisky company. Their growing portfolio includes well-known whisky, gin, vodka, rum and liqueur brands including Edinburgh Gin, Tamdhu, Smokehead, Glengoyne, Rosebank and Langs Rum.

With the rapid growth of the parent company and their brands, IMD were facing scalability challenges with their direct-to-consumer (D2C) offering. Running multiple complex disparate legacy systems was causing logistical headaches and increasing costs.
The backend management of inventory and infrastructure was a struggle but inconsistencies and limitations with customer-facing content stopped brands like Edinburgh Gin from showcasing their unique identity.

Digital Six aimed to streamline IMD’s customer, sales and inventory management processes into one central system for all of their brands. We replaced the mish-mash of legacy systems with one simple, powerful instance of Magento 2, efficiently linked to a new suite of beautifully-designed progressive web apps (PWAs).

Our design and front end development teams worked closely with Edinburgh Gin’s brand team to make their unique collective vision a reality. Harnessing the power of Adobe PWA studio and Prismic CMS, we created a visually-stunning experience with unique touches of movement and parallax - smoothly delivered at warp speed on any screen size.

Between the headless architecture and customisable CMS, Edinburgh Gin now have the flexibility to continue to evolve and develop their brand within this platform, while embracing new technologies and growth opportunities as they arise.

Learn more about how you can approach replatforming in our guide.