Edrington Group — in-house digital for a global spirits business

Edrington's brand portfolio spans ultra-premium single malt (The Macallan), accessible blended Scotch (The Famous Grouse), island single malt (Highland Park), and Caribbean rum (Brugal) — each requiring a distinct digital approach, audience strategy, and tone.

In-house work covered brand website SEO and content, paid media strategy across brand and trade audiences, and analytics to support both DTC e-commerce ambitions and the wider brand health picture. Working across multiple brands within a single business required close collaboration with brand managers and external agencies.

The regulated nature of alcohol advertising — particularly around age-gating, responsible messaging, and platform policy — added an additional layer of compliance thinking to all paid media planning.