Project
MacAndrews Store
An e-commerce capable of transforming a collection of rare, vintage and investment distillates into a reliable and affordable discovery experience.
Client
MacAndrews Store
Period
2024–day
Category
Website · UX/UI design · E-commerce
Visit the website
Visita macandrews.storeE-commerce for rare and collectible distillates
A rare collection deserves more than one catalogue.
For over twenty years MacAndrews has been selecting rare bottles, old vintages, limited editions and distilled no longer in production. The value of the project was born of this heritage: it was not enough to bring online products, it was necessary to make an exploratory competence built over time.
We have designed an editorial and commercial experience in which atmosphere, catalog architecture and information accuracy work together. The user can start from a product family, narrow the search through significant attributes and get to a card able to tell because that specific bottle is different from the others. The work continues in the acquisition: a Google Ads campaign system dedicated to different markets and intentions connects international demand, catalog and sales.
Ambito
UX, web and e-commerce
Platform
WordPress + WooCommerce
Catalogue
Rarity, vintage, limited edition
Acquisition
Performance Max + Search
Partnership
2024–day
From the physical store to a window with the same depth.
MacAndrews is not a generalist enoteca. It is a place built around search, origin and history of bottles. The site opens with “The world in a sip” and uses images of the collection and shop to immediately declare competence, passion and character.
The home alternates story, categories and direct access to the shop. The visual identity remains elegant and recognizable, but let them be bottles, vintages and details to guide the experience.
Search by category. Discover by year, origin and characteristics.
A heterogeneous collection requires more than one free research. We have organized the catalog in clear families — whiskey, cognac, champagne, rum, liqueurs, wines and other specialties — and built consistent filters with the way fans and collectors value a product.
Country, region, size, year, type and bottler allow to pass from hundreds of possibilities to a relevant selection. Taxonomies, orders and research thus become a concrete part of the service, not simple technical functions.
Every rarity must be able to prove its value.
For a collector's bottle the name is not enough. The board relates front and back images, availability, format, gradation, ageing, distillation year and bottling, type, producer, packaging and eventual numbering.
We have extended the WooCommerce product model with dedicated fields and made this information manageable also through REST API. The result is a more structured catalog, up-to-date and suitable to describe unique pieces without forcing everything in a generic description.
The premium experience continues until payment and beyond.
Minimum age, stock often limited to only one specimen, important prices and international shipments make decisive trust. The route integrates age gate, real availability, customer account, cart, checkout, digital payments and assistance information in a coherent structure.
The back office is also part of the project: commercial and descriptive data coexist in the same product, while the WooCommerce architecture allows the collection to grow without losing control over catalog, orders and relationship with the customer.
An international catalogue requires a strategy for each market.
Google Ads management is not a separate activity from the digital project. We have structured Performance Max and Search campaigns with distinct perimeters for global coverage, Europe, Japan and the United States: this allows to adapt distribution, messages and business priorities to the demand of different markets.
Tracking links campaigns to actions that really count for e-commerce — purchases, added to cart and contacts — and attributes value to conversions. Catalogue, data and acquisition thus become parts of the same system: the demand leads to the relevant bottles and what happens in the shop directs the evolution of the campaigns.
From rarity to purchase
An orderly collection. A more readable value.
The site makes MacAndrews heritage accessible without turning it into an indistinct e-commerce: each choice helps to recognize, compare and buy products difficult to find elsewhere.
Collection → catalogue
Exploding heritage
Categories and filters translate a wide selection into comprehensible routes for enthusiasts, collectors and new customers.
Rarity → data
Demonstration value
Images and technical fields tell the origin, vintage, conditions and uniqueness of each bottle.
Global · EU · JP · USA
International acquisition
Performance Max and Search work on separate markets and measure purchases, trolleys and contacts generated by the shop.
Continue with
Mariscope
Let’s build something useful.