Project | Master of Malt

How Greenlight designed and built an award-winning site for Master of Malt

Master of Malt, an award-winning online spirits retailer, has one of the most expansive ranges in the world and a proud heritage of 30 years in whisky retail. The ambitious retailer employed Greenlight to design and build an ecommerce platform that would rank strongly, with first class usability and the ability to scale the back end to meet the significant uplift in traffic.

Objectives & Strategy

  • Launch in time to achieve target rankings prior to Christmas peak trading
  • Double traffic over Christmas peak trading
  • Increase product range x4 through DSV solution
  • Revitalise brand and design
  • Integrate closely with the customer’s internal team
  • Provide managed hosting service and 24/7/365 support

Unique solution:

Greenlight first engaged with the Master of Malt team to rethink the brand, redesigning the logo and overhauling the site design from the bottom up. SEO was a key consideration from the beginning of Discovery to beyond Launch, resulting in the development of a site architecture that would complement a wealth of newly sourced and unique content. This ensured existing domain authority was shared down to the lowest levels of the product range in the most effective way.

We then implemented a bespoke eCommerce platform that included custom Product Management and Order Processing functionality, as well as integrations including SagePay. Greenlight also implemented a custom drop ship vendor (DSV) solution with producer Gordon and MacPhail to massively expand the online product range.

Master of Malt is now a leading online drinks retailer with an ever-expanding product range, industry leading design and content and commanding rankings in Google.

Project Details

Fully bespoke site redesign and build
SEO as a central pillar of the build
PIM and OMS implementation
DSV solution with Gordon and MacPhail
Hosting and Support
  • Greenlight Digital’s team understood the many different components needed to deliver our vision and their focus on digital growth made them a natural choice for this project.

    Ryan Thomas
    Multi-Channel Director, Liberty
  • The recent trading results show our focus on improving the Maplin product and service proposition through an enhanced web and mobile customer experience is paying off. We now have a core platform upon which we will build our future omni-channel systems to deliver an outstanding customer experience.

    Neil McGowan
    CTO, Maplin
  • Greenlight’s dedicated development team delivered a truly world class online retail platform, including the most technically advanced eCommerce website in our sector.

    Justin Petszaft
    Managing Director, Master of Malt
  • We chose Greenlight Commerce for their understanding of what we were trying to achieve in our market, coupled with their knowledge of what is required to launch a Demandware platform within a tight timeframe and to budget.

    Georgina Stoaling
    Director of Ecommerce, Furniture Village
  • Greenlight Commerce were totally professional and dedicated to our project timescale. I would describe their performance as exceptional.

    Tony Perks
    Group CIO & CTO, The British Home Store
  • We selected Greenlight for their extensive experience in the delivery and technical support of SAP Commerce Cloud projects and their digital marketing capabilities. We were looking for not just a technical partner, but a partner who understands digital customer engagement strategies to help us achieve our long-term growth goals.

    Andrew Kendall


700% revenue growth

  • Increase in online revenue of more than 700% in 12 months
  • Increase in traffic

  • Achieved 400% increase in 3 months and over 1000% within 6 months
  • Page 1 Ranking

  • Ranking page 1 for keywords "Whisky", "Malt Whisky" and "50 year Old Whisky"