Gordon & MacPhail

World Leading Malt Whisky Specialists



A rare expression 

Gordon & MacPhail’s single malt Scotch whisky portfolio spans more than a century. The vast range was a testament to the brand’s expertise and reputation, but it had become difficult for customers to navigate. After a strategic review of their extensive collection, we restructured it into an accessible and streamlined portfolio.

A new discovery

Since 1895, independent, family-run business Gordon & MacPhail has been an expert in single malt Scotch whisky maturation, with rare and exclusive expressions. We helped customers easily recognise Gordon & MacPhail whiskies and find the breadth of rare and singulars that they offer. 

Restructuring the extensive portfolio allowed each whisky to stand out. Personal discovery is at the heart of the new arrangement – not only can customers find exactly what they’re looking for, they can now easily uncover and experience something new. The portfolio has been reorganised into five distinct ranges, each celebrating Gordon & MacPhail’s commitment to the art of Scotch whisky maturation. 

To unify the different expressions across the distinctive ranges and drive recognition, we also refreshed Gordon & MacPhail’s branding. The portfolio now allows an entry point for customers wanting to begin their whisky journey and continues through to those ready for the finest, rarest and oldest single malts in the world. 

With the restructuring complete, Gordon & MacPhail was ready for its customers – both existing and new – to discover and enjoy their ideal whisky.

Annual sales have accelerated since the restructure, consistently achieving 2-3 x more growth than those of nearest competitors.

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