The results are in for the reimagined Malts.com

Six months post-launch and the results are in for the new Malts.com - and it has delivered strong growth for Diageo and their peerless range of single malt whiskies such as Singleton and Talisker. Highlights include a 78% increase in conversion rates and a 25% rise in engagement.

I led the team at agency Critical Mass in partnership with the client in transforming Malts.com from a fragmented platform into a premium brand destination that reflects the prestige and heritage of its single malt portfolio. Through innovative design and storytelling, the site balances tradition with modernity, immersing consumers in rich, interactive brand experiences while remaining accessible to both connoisseurs and newcomers.

Every design element and key user journey was refined through iterative testing, and the results have certainly validated this design-led approach:

• 78% increase in conversion rates through optimised user pathways

• 196% growth in organic search visibility

• 25% rise in engagement

• Nearly 50% of sales now from luxury purchases

• Malts.com is now Diageo’s second-best performing website in terms of engagement

Most importantly, the redesign delivered a seamless omnichannel experience, connecting digital exploration with distillery visits and fostering a global community of whisky lovers.

Furthermore, the new site was built on the Contentful platform, allowing the client total control of their content and take advantage of the powerful features of Contentful’s Experience Design Platform.