Behind the smoke of peated single malt whisky.
Peated Malts of Distinction is a portfolio of peat smoked single malts by Beam Suntory. It brings together a wide range of expressions including those from the likes of Laphroaig, Bowmore, Connemara and The Ardmore. Beam Suntory approached us to design and develop a website that would educate visitors about peated malts, increase brand awareness of the whiskies within the portfolio and position PMOD as an authority in peated malts
To further communicate the tasting notes within the range, we used a multitude of mediums, ranging from the peated scale, to individual product pages and interactive smoke rings, informed by the Beam Suntory ambassador team.
Your Peat Palate
Selecting a whisky in person is a sensory experience and we wanted to bring this experience to life on a digital platform. To do this, we created an interactive quiz that encourages users to go through a series of questions based on tasting notes and lifestyle preferences. The website then recommends a whisky within the Peated Malts of Distinction portfolio that best matches their profile, as well as a ‘wildcard alternative’ – a cross promotion feature that encourages users to try something that is outwith their typical preference.
Your Peat Palate
Preference is often beyond a ‘yes’ or ‘no’ answer, it’s better suited to a scale of preference. Rather than opting for radio buttons, we developed interactive sliders that allowed the user to create a percentage of preference. We then used numerical and percentage-based logistics from their answers to automatically determine their personal peat palate recommendation.