Maxxium Russia is a Russian division of the international two leading liquor companies alliance: Beam Suntory Inc. and The Edrington. The company successfully develops in Russia well-known brands in standard and premium segments: The Macallan, Jim Beam, The Famous Grouse, Maker’s Mark, Souvoisier, Auchentoshan, Highland Park, Sauza, Teacher’s and Bols.
Maxxium has many dealers and ambassadors, but it interacts with the final consumers rarely. Therefore, one task was to introduce the company to its target audience. In addition, there was much more information about the company than about brands and products. Our task was to create a «private club» — a website that tells us about brands and drinks, puts in the history and consumption culture.
«Maxxium» divides customers in several categories depending on the drinks price and approximation to the drinking culture. Our target group are from those who only get acquainted with the products to the true connoisseurs and collectors. We have created several hypotheses about the behavior and queries of each audience segment. We also studied the product line, the history of brands and the process of making whiskey.
The home page opens a video showing us the scale and beauty of the Macallan Distillery in Scotland. It's a huge pride of the company.
Large image banners of leading brands add scale and beauty, catalog with the best offers and company news.
The most important task of the premium segment was to create not just a catalog, but also a special atmosphere, interest in products and drinking culture.
We have developed a modular grid with the size dynamics of product cards to increase the interest in viewing beverages. Also, we added content blocks that dilute the feed with a history of brands and drinks, curious facts, cocktail recipes and other content.
Among the brands of the company there are 7 leading, for which individual pages have been developed.
Product lines of some brands are broken down into collections that can tell a lot of interesting things. We made separated pages for them, as for some drinks.
We made a special dark page that creates a sense of privacy for the consumers of the most premium segment. It’s like a private club for people who know what they are looking for.
The card is interesting to study. There are the history of the drink, the aroma, the taste, with what and how to drink it, and even the list of cocktails that are mixed on its basis. That’s how the user understands well what he is buying.