edrington.com
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Edrington: The Unsung Tech Giant of Scotch
How a 1,960-person spirits giant quietly built a sophisticated digital empire
While Silicon Valley obsesses over SaaS valuations, Edrington—a 1,960-employee spirits company—has quietly built a digital infrastructure that would make most Series B startups jealous. With a $300M revenue base and a website that converts 20,000 monthly visitors into brand ambassadors, this is a masterclass in digital-first legacy brand building.
"They're not just selling whisky—they're selling a digital experience that commands premium pricing through sophisticated data architecture."
The Invisible Tech Stack
Edrington's tech stack (jQuery, Tailwind CSS, Bootstrap, Wistia, Zendesk) reveals a hybrid approach: legacy enterprise tools meet modern frontend frameworks. The use of Tailwind and DaisyUI signals they're not stuck in the past—this is a company investing in developer experience while maintaining robust customer support infrastructure. The 47% organic search traffic isn't accidental; it's the result of a content strategy that treats whisky as a data-driven storytelling medium.
The Traffic Paradox
Here's what's fascinating: their global rank (#1.2M) seems modest until you realize they're competing against thousands of e-commerce whisky retailers. Their secret? Dominating brand search. 'Edrington' alone gets 1,040 monthly searches, with 'The Edrington Group' adding another 320. This isn't traffic for traffic's sake—it's high-intent, low-funnel visitors who already know they want the brand. The 36% direct traffic rate is elite-level brand recall.
The leadership team composition tells its own story. With a Chief Data Officer (Enrique Mendez) and a Chief Representative for Indonesia (Agus Budiono), Edrington is structured for global data orchestration and emerging market expansion. This isn't a traditional spirits company—it's a data operation with a liquor license.
- Hybrid tech stack: jQuery for legacy, Tailwind for modern development
- Enterprise-grade support via Zendesk integrated with Wistia video infrastructure
- Data-first leadership with C-suite dedicated to analytics and emerging markets
- Career page optimization capturing 160 monthly searches for 'edrington careers'
- Cloudflare deployment indicating serious security and performance investments
The Blueprint for Legacy Brand Digital Transformation
Edrington proves you don't need to be a tech startup to build a tech-forward company. Their secret: invest in data architecture, optimize for brand search, and treat your website as a premium experience—not just a digital brochure. For founders and investors, this is the model for how traditional companies should modernize: quietly, systematically, and with the right technical leadership.
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Edrington | The Home of Exceptional Spirits
Discover Edrington's portfolio of the world's best-loved Scotch whiskies and spirits, including The Macallan, Highland Park, Famous Grouse, Brugal and more.
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About edrington.com
Discover Edrington's portfolio of the world's best-loved Scotch whiskies and spirits, including The Macallan, Highland Park, Famous Grouse, Brugal and more.
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Technology Stack
edrington.com uses 11 technologies across their website including Wistia, Drupal, Cloudflare, and more.
Video
Wistia
CMS
Drupal
Cloud & Hosting
Cloudflare
Customer Support
Zendesk
Analytics & Marketing
Google Tag Manager, Google Analytics
Performance
Lazy Loading
Traffic & Audience
edrington.com receives approximately 20.0K monthly visitors and ranks #1,210,067 globally. The website has a bounce rate of 36% with visitors viewing an average of 2.4 pages per visit. Users spend an average of 0:40 on the site.
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