Alexander & James is a luxury online retail experience and Diageo’s first major direct-to-customer e-commerce site. The new website, named for legendary spirits masters Alexander Walker and James Buchanan, provides a luxury experience for discerning shoppers online and is dedicated to Diageo’s collection of Reserve brands. Huge helped Diageo find new ways for its consumers to discover, understand and enjoy premium spirits, while launching the company’s first e-commerce brand. As Huge and Diageo worked together to develop the brand proposition, a key insight became clear, as demonstrated by a recent study into the rituals of drinking: the story behind the product is as important as the drink itself. This influenced our adoption of a content-led strategy for the site, to ensure its relevance to the modern consumer. Huge worked with Diageo to design and develop the Alexander & James concept, branding, website and premium packaging. Before the site was built, we had to build the brand from the ground up – naming, designing and crafting an identity that aspired to be a true luxury online retailer. The Alexander & James brand combines elegance with innovation to redefine the way that people make and enjoy fine drinks and cocktails. Drawing on Huge’s experience with translating luxury in-store experiences onto the Web, AlexanderAndJames.com transcends the famous brands it houses to offer a richer experience, making it much more than just a transactional site.