Diageo Digital Platform

For over a decade, Thorium Digital has partnered with Diageo, a global leader in premium spirits and liqueurs. Recognizing the need for a more modern and flexible digital foundation, Diageo embarked on a transformative project: the Diageo Digital Platform program.

The existing website ecosystem, while functional, needed to be modernized. Supporting over 200 websites, the infrastructure hindered innovation and limited the ability to respond quickly to evolving market demands.

Maintaining this complex system was costly and time-consuming, impacting agility and preventing Diageo from fully capitalizing on digital opportunities. The need for a scalable, future-proof platform was clear – a system that could empower global teams and deliver exceptional brand experiences.

This challenge required a complete overhaul, a move away from outdated technology and towards a more streamlined and efficient digital architecture.

Thorium Digital supported the DDP program by guiding brand teams through requirements, UAT, and ongoing optimization.
As the agency of record for many Diageo brands, our role was to make sure the brand teams were set up for success while the central migration team handled the technical heavy lifting. We supported 15 websites through this transition, including Captain Morgan, Don Julio, Smirnoff, Baileys, Tanqueray, Bulleit, and many others.

✓ Migration Support & Requirements Gathering
Captured brand needs, aligned requirements, and supported the migration process to the DDP2 platform (Contentful, Vercel, Next.js).

✓ User Acceptance Testing
Ran structured UAT cycles across multiple brands, ensuring migrated sites met compliance, content, and brand standards before launch.

✓ Brand-Side Application Support
Provided guidance on brand-specific features and tools that extended the functionality of the DDP2 ecosystem.

✓ UI/UX Collaboration
Partnered with brand and platform teams to uphold consistent design systems and ensure smooth user journeys.

✓ Integration & Marketing Alignment
Worked with Diageo’s marketing and sales stakeholders to ensure post-migration sites aligned with campaign and data flows.

✓ Ongoing Optimization
Continued to support brands after migration — ensuring sites performed effectively, remained compliant, and drove traffic.

The DDP2 program, powered by Vercel’s performance and scalability plus Contentful's content management capability, has delivered significant and measurable improvements across Diageo’s digital presence.

✓ Reduced Outages

Significant improvement in website uptime and reliability, minimizing disruptions to customer access.

✓ Accelerated Brand Updates

Dramatically faster deployment of new content and features, enabling quicker responses to market trends.

✓ Lowered Long-Term Maintenance Costs

Streamlined architecture and modern technologies have reduced ongoing maintenance expenses.

✓ Empowered Global Teams
Faster workflows and a future-ready infrastructure have enabled global teams to innovate and respond quickly to market changes.

✓ Enhanced Digital Experience
A more engaging and user-friendly digital experience for consumers, strengthening brand loyalty and driving business growth.

Thorium Digital remains committed to driving ongoing improvements across the ecosystem, ensuring Diageo’s digital presence remains fast, flexible, and brand-forward. We continue to support the migrated websites via feature enhancements, campaign activations and brand upgrades.