Born from D. Canale & Co., a fixture in Memphis for more than 150 years, Old Dominick’s production facility is a living piece of history, blending state-of-the art distilling with more than a century of tradition. With that in mind, Old Dominick has put a heavy emphasis on making their distillery not just a production facility, but a true destination experience with an immersive tour of the production floor, a curated tasting, an on-site bottle shop and a craft cocktail bar.
A redesigned website was a major priority in generating awareness and driving distillery visits through organic search, and giving consumers a place to interact with the Old Dominick story. Our extensive user experience research, including live user testing, revealed a few key points about what ODD’s customers wanted from the site, including more in-depth information about what to expect on distillery tours and—most importantly—where they could find Old Dominick spirits. With real-world user data in hand, our design and technical teams set out to develop a beautiful website that would drive sales and visits to the Old Dominick Distillery in downtown Memphis. Another major goal of the site was to introduce the world to Master Distiller Alex Castle and showcase her commitment to constant innovation and experimentation through the R&D Series of products.
The result, launched in May 2020, is a stunning digital experience that blends Old Dominick’s proud heritage with modern design, highlighting the history, commitment to innovation and ever-expanding range of spirits that define the brand. Robust integration with Grappos makes finding Old Dominick products a breeze, and the site’s easy-to-use Wordpress framework allows the Old Dominick team to maintain a high level of control over adding new content to bolster product launches and support the expansion of new markets.