Sazerac

Serving Up Digital Solutions

With over 400 brands under their umbrella, global distillery and liquor manufacturer, Sazerac, was overdue for a digital transformation of their online properties and marketing.

Finding the Right Mix

Opportunity

The Sazerac corporate site and individual brand sites were siloed with solutions that didn’t account for engagements or purchases from users across the multiple brands. To guarantee go-to-market efforts were as effective as possible, the digital platforms needed consolidation.

Approach

Starting with the corporate site, we developed a design ecosystem that could be easily adapted and deployed across multiple sites, including brand and distillery sites.

Solution

Several brands have now been replatformed onto Adobe infrastructure, including Buffalo Trace Distillery, Southern Comfort,and Mr. Boston. This has allowed more accessibility across the board for Sazerac, as well as an infrastructure suited to growth without a huge lift when brands choose to update their site.

Start Where It All Began

To give the design system its first real-world test, an ecommerce solution was built utilizing Adobe eCommerce for the Sazerac House. Part museum, part distillery, and part bar located in historic New Orleans, the Sazerac House became the obvious choice for launching Sazerac’s next digital chapter.

Screenshots of Sazerac mobile digital experience

New Life for a New Orleans Landmark

To determine the best ecommerce solution for The Sazerac House, we performed an assessment to determine the product inventory to scale, an easy-to-use experience for visitors and a platform that made inventory updates simple.

Along with a site design and build the Sazerac House also needed over 140 product assets created. To capture the high-end feel of the products, we utilized our in-house talent and studio for a photoshoot and post-production. We then replicated this process for other Sazerac brands, including Fireball Whisky.

Side view of Sazerac House located in New Orleans from street.

Ready for the Next Generation

The successful deployment of the online story was only the beginning of the Sazerac Company’s digital transformation. Sazerac was also able to shift its brands with a stronger, easier-to-use, digital framework using Adobe Experience Manager (AEM), Magento integration via the Commerce Integration Framework (CIF), and a robust design system.