Johnnie Walker

A brand new website selling direct to market & fully integrated with personalisation tools.

Client Overview

Owned by the multinational alcoholic beverages company Diageo, Johnnie Walker specialise in Scotch whisky.


Historically, Diageo had never sold online direct to market but were looking to set up a local PoC alongside a retail store in Madrid, Spain. They weren’t looking to update the branding but needed a site using an off-the-shelf platform that meant it could be quickly set up and customised to suit the needs of the business.

Project Goals

Fresh: a brand new website to sell direct to market

Platform: easy to manage and quick to set up

Custom: create a bespoke site that aligns with business goals


Diageo chose to launch their new online store on the eCommerce platform BigCommerce due to its security, flexible API and ability to scale. This cost-effective option also ensures there are no worries over compliance and the Johnnie Walker team can easily make changes in the backend themselves.

As leading BigCommerce partners, we quickly established the requirements of the project. A website design was created that took inspiration from the branding used for the newly fitted retail store in Madrid, while a project roadmap was produced in order to establish goals and timelines.

It was important to the team at Johnnie Walker that the new store be fully integrated with their own personalisation systems. Label Studio allows customers to buy a bottle of whisky with a customised label, perfect for gifting, while My Edition recommends a specific blend based on a series of questions to narrow down the flavours you like.  The website also needed to integrate with Diageo’s age gate as a protection measure to restrict access to those under age.

There were many integrations used on this project to ensure the store runs smoothly and inline with the business’s goals.

Weglot was installed for on page translations, enabling visitors to the site to toggle their language preference. Vend was used for product and inventory management, while Instock Notify allows customers to request in stock notifications. Other integrations include Rewind for data backups and Customily for visual customisation. The flexibility of the BigCommerce API meant that the 5874 team could create a completely bespoke store that sits well within the existing Diageo brand and websites.



Project Results

Bespoke, fully-responsive website

Integrations with Vend, Weglot, Instock Notify, Rewind and Customily

Easy to manage backend 

Two days in Madrid training store staff

Ongoing support

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We’re a friendly bunch, so don’t hesitate to get in touch using the contact details below:

Say hello: +44(0)121 369 5874