April 8, 2022
BlackSquare is pleased to announce the launch of the new and improved Malts.com whisky ecommerce website. This rebrand has been the result of a strong ongoing partnership between BlackSquare and Diageo, and in close collaboration with the talented team from Critical Mass that was responsible for the striking new design.
BlackSquare’s technical team has worked closely with our partners, executing on Critical Mass’s creative vision while providing a robust and user-friendly shopping experience for Diageo’s customers. Building on previous Malts implementations carried out by BlackSquare, the new statically generated front-end site will provide a fast, frictionless digital experience for digital shoppers in Great Britain and Germany and is easily scalable as Malts.com expands to new markets.
In addition to the consumer-facing site, BlackSquare has been responsible for building and maintaining the technical and operational framework for Malts. Our team has leveraged their technical expertise and BlackSquare’s proprietary digital platform, Insight, to create an ecommerce-first platform that smooths out every step of the DTC journey and meets Diageo’s data collection and analytics needs.
“The BlackSquare team is very proud of our ongoing work with Diageo and Malts.com. Through Insight, we’ve ensured that the future direction of Malts will be guided by data. And with the powerful new framework built by our skilled team members, the new Malts website is prepared for the expanded sales opportunities that this redesign and future marketing efforts will bring. BlackSquare looks forward to continuing this partnership and helping expand the reach and success of Diageo and all of the Malts brands,” said BlackSquare CTO John Carpenter.
Diageo’s Global Head of Scotch Ecommerce, Laureen Ellison, added, “The coordinated work of BlackSquare and Critical Mass with Diageo on the Malts.com rebrand has met and exceeded our high expectations. BlackSquare’s technical expertise has been invaluable for this project, which has not only provided an updated brand home for our many iconic Diageo whisky brands, but has laid the foundation for Diageo’s ambitious goals for the future of Malts.com.”
Founded in 2010, BlackSquare is a Calgary-based company specializing in end-to-end ecommerce and direct-to-consumer support for enterprise clients in the global beverage alcohol industry. BlackSquare’s proprietary Insight platform offers a full suite of digital data solutions to integrate and enable every part of the digital alcohol sales journey, from Customer Acquisition to Engagement, to Ecommerce Enablement, to Fulfilment Coordination and Logistics Management. Find out more about BlackSquare’s DTC services and SaaS offerings at www.blacksquare.io.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Singleton, Smirnoff, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness. Diageo is a global company whose products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Celebrating life, every day, everywhere.
About Critical Mass
Critical Mass (www.criticalmass.com) is a global experience design agency with a relentless focus on the customer. Founded in 1996, the agency has grown to 10 full-service offices operating across North America, Europe, Latin America and Asia. Its unwavering belief in delivering brilliant customer experiences has produced business building results for clients that include Citibank, Nissan, Clorox, Luxottica and many more. Critical Mass is a part of Diversified Agency Services, a division of Omnicom Group Inc.