Equator's Innovative Whisky Website for Gordon & MacPhail Enhances Customer Experience

Gordon & MacPhail has launched a new online platform, designed and developed by creative agency Equator, which will enhance its customers’ digital experience while helping the brand become a respected source of single malt whisky information.

As Gordon & MacPhail has grown, so has the business’ requirements for a seamless, engaging and informative website. Equator has built a flexible, scalable and robust design system that will allow the site to evolve as the business continues to do so.

The agency focused on creating a potentially award-winning design that enhances the visitor experience while educating users on the story of Gordon & MacPhail and the art of cask curation. 

The platform has been developed following a customer-first model, bringing together the wealth of knowledge and products owned by Gordon & MacPhail in an accessible way. New features include a shop providing in-depth product information and a blog. 

Established in 1895, Gordon & MacPhail started out in Elgin as a grocer and has expanded significantly since then. The business is now also a wholesaler of premium spirits, beers, and ciders, an expert in single malt whisky maturation and a distiller, owning the Benromach Distillery in Forres. The firm currently exports to more than 60 countries worldwide.

Ian Chapman, Marketing Director at Gordon & MacPhail, said: “We’re delighted to announce the launch of our new website, bringing customers and stakeholders an exceptional digital experience. We felt the time was right to evolve our online platform to become not only a great showcase of our products – and our business – but also an educational tool where we could share our expertise as malt maturation experts with our visitors.

“Equator were a strong choice for this project, with the team’s innovative approach and expertise in design. We’re pleased with the finished product and are sure our customers will be too.”

Equator, which has been at the forefront of digital technology and transformational thinking since the business was founded in 1999, was selected during a competitive pitching process to win the website design and build project.

Garry Hamilton, business development director and co-owner of Equator, said: “The team absolutely relished the opportunity to develop a best-in-class design while creating a smooth user experience that encourages visitors to engage with the website for longer. It’s fantastic to see a traditional brand with such a rich heritage investing so significantly in its digital storefront. We believe the website will help Gordon & MacPhail effectively reach and grow its audience in the UK and internationally.”