Taking a heritage cask brand into the AI era, platform, systems and marketing.

Domain, hosting, DNS, analytics, tracking, forms and every third-party integration were mapped, documented and set up in accounts the business owns outright.

It is the least glamorous phase and the one that decides everything after it. Whisky by Time now owns every asset their growth runs on, with nothing dependent on a supplier relationship staying friendly.

We built the site on a modern, maintainable stack with clean templates, full admin control and no proprietary lock-in, structured around one commercial outcome: getting a serious collector to request the brochure and take a call.

Whisky, why casks, podcast, events and community were given clear hierarchy so a first-time visitor and a search crawler follow the same path from curiosity to enquiry.

Cask investment is an old-world asset sold to people who now behave like fintech customers. We sharpened the messaging around provenance, storage, transparency and exit, the four things a modern buyer interrogates before they part with money.

The visual language stayed premium and unmistakably whisky. What changed was the pace of the page, the clarity of the proof and how quickly a collector reaches the point of contact.

Behind the front end we built the operational layer: enquiries captured, enriched and scored automatically, brochure requests routed instantly, and AI-assisted drafting for first-touch responses so no serious collector waits on someone being at a desk.

The compliance layer for a regulated category was kept intact throughout, and every automated step remains reviewable by the team rather than firing blind.

Performance, metadata, headings, internal linking, schema and redirects were engineered so the site is fast, indexable and quotable. Editorial pages on cask collecting, distilleries and whisky as an asset class answer the questions collectors actually ask, in a structure AI search can lift cleanly.

Podcask episodes and the events programme feed the same content plan, so the brand's own media works as a ranking and citation asset instead of running alongside one.

Paid search, paid social and organic social were rebuilt around the same brochure-request funnel, so every channel points at one measurable outcome and every lead lands in the same scored pipeline.

Reporting was consolidated into a single view for the founders: one team accountable for the platform, the search performance and the ad spend, with no gaps between them to lose a collector in.

The brand runs well beyond the website. The collector brochure, distillery region prints, stationery and full-page national press placements all sit inside the same funnel, with QR routes and tracked landing pages pulling offline attention into the pipeline.

One system, one set of standards, so a press ad, a brochure download and a landing page read as a single brand rather than three suppliers' interpretations of it.