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The Famous Grouse Experience

Recently named Best Visitor Experience of the Year, The Famous Grouse Experience at Glenturret Distillery is an award winning visitor attraction and spiritual home of The Famous Grouse. Visitors to the distillery will discover how The Glenturret single malt is carefully blended with other grain and malt whiskies to create the UK’s No. 1 whisky, The Famous Grouse. The Famous Grouse Experience also offers a range of distillery exclusives, unique whisky gifts and local craft products in its gift shop and online store.

The Famous Grouse Experience

The launch was so straightforward we immediately implemented an email marketing campaign to over 20,000 customers to introduce them to the new online shop. It was so important to us to have complete visibility of the project, we needed it to happen very quickly and without any disruption to sales and our customer experience. Waracle delivered.


A number of objectives were sought with this project, firstly create a new ecommerce platform for The Famous Grouse Experience that was not only mobile responsive but also fully compliant with The Payment Card Industry (PCI) standards for safely processing credit card purchases online.

This was part of a larger project to pull together all of the Edrington brands, including The Famous Grouse Experience, under one centrally managed ecommerce system. Allowing them to have greater oversight of their campaigns and customer communication as well as better visibility and control over the associated IT spend.

The Famous Grouse Experience logo


With 10 weeks from start to finish, Waracle kicked off the project with The Famous Grouse Experience team with an Ideation Workshop, creating an initial backlog of stories and using these to create an initial road map of whole project. Following an iterative Agile approach The Famous Grouse Experience team were in constant communication and collaboration with the development team. The transparency of the project, aided by a demo every 2 weeks by the development team, allowed The Famous Grouse Experience to move a relatively complicated transition of 5 external integrations to ensure the site worked alongside email marketing software, stock management, shipping rules management and shipping and payment providers. All achieved in under 10 weeks from start to finish. Waracle managed all aspects of the online store set-up, product catalogue, integration and user acceptance testing as well as onsite training for The Famous Grouse Experience team. Taking into account at each step every possible way of improving their Search Engine Optimisation (SEO).

The Famous Grouse Experience process


The project delivered the first step in a larger brand integration project for Edrington. The ecommerce store shop.thefamousgrouse.com enables purchase of The Famous Grouse and The Glenturret whiskies, collectables, gifts and glassware.

The Famous Grouse Experience results