Floating orb animation illustrating cask maturation and reveal sequence
Floating orb animation illustrating cask maturation and reveal sequence
Tablet interface with textured background for bottle reservation interaction
Tablet interface with textured background for bottle reservation interaction
Map-inspired screen showing distillery route and terroir visual cues
Map-inspired screen showing distillery route and terroir visual cues
Floating orb animation illustrating cask maturation and reveal sequence
Tablet interface with textured background for bottle reservation interaction
Map-inspired screen showing distillery route and terroir visual cues

Diageo®

Diageo®

A reserve-cask malt that rewrote the McDowell’s story.

To mark 125 years of heritage, Diageo set out to do the unthinkable: release a limited-cask single malt under the MacDowell’s banner, the world’s largest-selling whisky but never a by-word for craft. They needed a launch that felt more atelier than mass market.

Inside Diageo’s machinery this was a true zero-to-one moment, so we partnered shoulder-to-shoulder with their brand studio. Our brief: shape a narrative of Indian terroir and modern luxury, then build a digital stage that could pour that story neat.

The site took its cue from the Sahyadri mountains where the spirit matures. Mist-laden video, mineral textures and slow-reveal scroll states pulled visitors out of the browser and into the hills. Micro-animations hinted at cask char and copper stills; a fluid path let collectors reserve bottles before the liquid ever left the barrel.

The launch won industry kudos and, more importantly, proved that a global conglomerate can move with start-up agility when the right creative pod plugs in. More than a microsite, it was an immersive bridge between place, process and palate—staking Diageo’s claim to the next chapter of Indian single malt.

A reserve-cask malt that rewrote the McDowell’s story.

To mark 125 years of heritage, Diageo set out to do the unthinkable: release a limited-cask single malt under the MacDowell’s banner, the world’s largest-selling whisky but never a by-word for craft. They needed a launch that felt more atelier than mass market.

Inside Diageo’s machinery this was a true zero-to-one moment, so we partnered shoulder-to-shoulder with their brand studio. Our brief: shape a narrative of Indian terroir and modern luxury, then build a digital stage that could pour that story neat.

The site took its cue from the Sahyadri mountains where the spirit matures. Mist-laden video, mineral textures and slow-reveal scroll states pulled visitors out of the browser and into the hills. Micro-animations hinted at cask char and copper stills; a fluid path let collectors reserve bottles before the liquid ever left the barrel.

The launch won industry kudos and, more importantly, proved that a global conglomerate can move with start-up agility when the right creative pod plugs in. More than a microsite, it was an immersive bridge between place, process and palate—staking Diageo’s claim to the next chapter of Indian single malt.

Become a Client

Drop your details below and well be in touch.

New Delhi · Dubai · New York City

New Delhi · Dubai · New York City

Career Opportunities: careers@lazyeight.design

Our Newsletter

Latest work, careers & lab goodies.

20600

Subscribers

Our Newsletter

Latest work, careers & lab goodies.

20600

Subscribers

Our Newsletter

Latest work, careers & lab goodies.

20600

Subscribers

©2016 - 2025 All Rights Reserved.

©2016 - 2025 All Rights Reserved.

Back to the Top ↑

Back to the Top ↑