Sazerac

Sazerac is an independent, American family-owned alcoholic beverage company with operations in the United States and around the world. Sazerac operates 9 distilleries, owns over 450 brands and are found in 112 countries. It is one of the two largest spirit companies in the United States, with annual revenue of about $1 billion. Some of their brands include Buffalo Trace, Fireball, Seagrams, Pappy Van Winkle, and 1792 - among many more. 


Sazerac came to us in need of a complete digital transformation. They aimed to be positioned as a global company with a rich history and an expansive collection of premium brands. Sazerac also challenged us with building out a scalable design system that could easily be applied to any of their brands future websites through the Adobe AEM platform.

As part of the digital transformation process, we conducted multiple workshops with their stakeholders to align on the direction to take for their new website. For starters, we did a very subtle transformation of their existing visual identity by simplifying their logo alongside a new typographic system and an updated color scheme. We imbued a humble sense of luxury across their visual identity to better reflect that they own some of the worlds most premium brands.



As we proceeded with their website redesign, we introduced a thoughtfully scalable design language that will allow the Sazerac team to maintain the same systemic approach when creating new content, visuals and web pages. This flexible site structure and component set will setup their other brands to easily build out their own websites by simply restyling elements to align with their branding.

To bring in their global presence, we created an immersive experience for users to “travel” to different locations around the world to see how they can experience Sazerac brands wherever they are. This approach showcases Sazerac more as an entertainment company - a social element infused around the world - and portrays a high quality lifestyle that matches the essence of the brand. We kickoff this experience on the homepage and each featured location takes users on a “day in the life” story interacting with Sazerac brands in exciting destinations.