Transforming a distillery into a brand experience destination
36%
By the summer, The Distillery was already up on their end of year target
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In need of more creativity
The brief
Bombay Sapphire is one of the world’s most recognised gin brands, but it’s at the distillery where the brand truly comes to life.
In line with a Bombay Sapphire brand refresh, the distillery team asked us to redesign their website to align with the new creative guidelines, as well as undertaking a full UX audit and re-work to improve overall usability, visitor bookings and purchases.
But how do you translate a rich, sensory, physical experience into a digital journey that inspires people to visit, explore, and become part of it?
The reality was, people don’t visit distilleries for information, they visit for the experience.
But the existing website wasn’t fully capturing the energy, setting, and sense of place that makes Bombay Sapphire unique. As a result, the digital journey wasn’t doing enough to move people from curiosity to commitment.
Reimagining the website as a destination
Rather than treating the website as a functional booking platform, we reimagined it as a digital gateway to the distillery itself.
The goal was to bring the experience forward, helping visitors feel what it’s like to be there, while making it effortless to explore, plan, and book.
We restructured the site architecture to create clearer pathways into key experiences, from tours and tastings to cocktails and the wider distillery environment. User journeys were mapped and refined through wireframes and testing, ensuring a more intuitive flow from discovery to action.
Visually, the interface was designed to immerse users in the distillery using rich photography, video, and content to showcase the setting, atmosphere, and craft behind the brand. A modular design system provided the flexibility to support future campaigns and evolving content, allowing the platform to grow alongside the brand.
A more connected journey from discovery to visit
The result is a more intuitive, immersive digital experience that brings the distillery to life online. Visitor bookings increased, alongside growth in traffic and online shop sales, all indicators that the new experience is not only engaging, but converting.
Today, the platform acts as a foundation for ongoing campaigns and content, enabling Bombay Sapphire to continually evolve how the distillery is experienced – both online and in person.
