We’ve Launched Our New Digital Whisky Menu
We’re excited to share the launch of our brand-new digital bar menu, now available at our Amber Bar and the McIntyre Gallery Bar!
The Problem! Due to the huge range of stock that we hold (over 550 whiskies!), we found that our menu was frequently going out of date: limited editions ended, new releases arrived, cask finishes changed – it was a never-ending reprint of pages upon pages of changes, As soon as it was up-to-date and printed it was out-of-date again.
The objective. Create an easy to navigate, up-to-date menu, without the waste created from constantly updating printed menus.
The Solution. A new user-friendly digital bar menu makes discovering the perfect dram easier than ever. It showcases our full range of over 550+ Scotch whiskies, and customers can search by a specific flavour note, unique-limited-edition bottling, or region. It also features a fun ‘Surprise Me’ option and ‘Favourites’ function.
The Team This project has been a real team effort, our Amber & McIntyre bar teams, our retail team, and our marketing team all got their heads together working with the experts at Edinburgh-based digital agency Primate to bring the vision to life.
How does it work? “Each of the two whisky bars within the experience have different whisky lists, so has its own unique QR code. When a visitor scans it, they’re taken straight to a digital menu specific to that bar. From there, guests can browse the current whisky selection, complete with tasting notes, descriptions, region and age statements to make navigating their 550+ whiskies as intuitive as possible. There’s also a ‘Surprise Me’ option for guests who aren’t sure where to start, it gives them a quick recommendation they can use as a talking point with the team” Monika, Project Manager, Primate.
Digging Deep! By choosing from tasting notes such as floral, fruity, smoky, spicy, or grassy (to name just a few!), customers can highlight their preferred flavour profile to guide their whisky search. They can also browse by type, with options including single malt, blend, grain, blended malt, and liqueur. Using the distillery or brand search reveals the full range of all derivations in stock. The ‘Favourites’ function that lets guests save preferred options as they scroll through the menu, so they can easily keep track. This creates a personalised shortlist which is a great starting point to start the all important chat with the bar staff, allowing our experienced team to discuss their choices in more detail and help them find the perfect dram.
Too much tech? Absolutely not – there is still a balance! We still have a beautifully curated printed selection of tasting flights, “whiskies of the month”, “last chance to try”, and new releases which makes these ranges easier to navigate as they are no longer lost in a huge whisky list. The one-click “surprise me” feature is fun, fast and full or surprises for novices or anyone who’s tech tolerance is one click only!
Sustainability. Sustainability was a big part of our decision to go digital. By moving away from printed menus, we’re reducing paper waste while offering a more dynamic way to explore our collection.
Quotes
Quotes “The Scotch Whisky Experience team wanted to understand the latest changes in technology, how to improve every touch point, ways in which digital could support all visitors, and how other industries we work with were using tech differently. Curiosity and fierce ambition is matched only by their determination to be as inclusive, accessible and sustainable as it is possible to be, whilst maintaining a tight on-brand experience.” Rebecca, Managing Director, Primate.
“The bar menu project was a collaborative effort, drawing expertise from all around the business. It was an absolute pleasure working in partnership with Monica and the Primate team, who’s knowledge, guidance, and support, lead us to deliver a product that not only enhances our customer experience, but benefits the environment too.” Lucy, Head of Retail
“Our whisky bar has one of the largest selections of Scotch whiskies in Edinburgh, and it’s constantly growing. By digitising our menu, we ensure it’s always up to date and accurately reflects what’s available to our guests. We have noticed customers enjoying using the ‘Surprise Me’ function – a fun, approachable way to explore our extensive collection. It also complements the expertise of our knowledgeable, highly trained whisky advisors, who are always on hand to offer guidance and help guests discover their perfect dram.” Wendy, Head of Events & Hospitality