Diageo on Omnichannel Marketing

From cocktails to content strategy – Diageo’s marketing team spills all.

The digital world never sits still, and keeping up with ever-evolving consumer expectations is no easy feat. As the lead content production agency for Diageo’s digital platforms Malts & The-Bar, we know first-hand how much audiences value fresh, top-quality content – and how powerful digital storytelling can be in driving engagement and sales for brands.

In our latest podcast episode, we discuss how digital marketing is shaping the future of the drinks industry with the marketing leads behind Diageo’s two biggest digital platforms — Malts.com and The Bar. Megan Sirockman, Global Head of Strategy and Marketing, and Sophie Bass, Global Marketing Manager, oversee  Malts.com (the home of exceptional single malt Scotch whiskies and immersive distillery tours) and The-Bar (a website packed with premium spirits, barware, cocktail recipes, and articles on mixology).

Whether you’re a marketer, content creator, or just a fan of the drinks industry, this episode is packed with insights you won’t want to miss.

Watch and listen here

We discuss – Why it’s worth your time:

This episode isn’t just theory – it’s a deep dive into real-world strategy, production, and activation:

• Why digital marketing is marketing – No more silos. Discover how digital drives both online and offline purchases, and why it’s now at the heart of consumer engagement. Today, digital channels influence offline purchases as much as they drive online sales. (00:00-7:00)
• The evolution of content expectations – As consumers demand more frequent and platform-specific content, marketers must balance quantity with quality. From always-on storytelling to channel-specific formats, we explore what today’s audiences demand – and how brands can keep pace. (7:00-15:37)
• Smart content production – Working with Ride Shotgun, Diageo has refined its content strategy to ensure efficiency without compromising quality. By repurposing and optimising assets, they maximise impact while keeping costs in check. They call it “Conscious Create”. (15:37-19:55)
• Working with Ride Shotgun – The-Bar and Malts.com demonstrate how brands can create digital hubs that complement physical experiences, from distillery visits to curated cocktail recommendations. Learn more about how we’ve worked together. (19:55-23:40)
• Global stories, local impact – Find out how Diageo creates adaptable content that land emotionally across cultures, regions and consumer mindsets. (27:49-29:50)
• What makes a winning agency partnership – Megan and Sophie get candid about collaboration with Ride Shotgun and what it takes to build trust, move fast, and deliver real results.

Meet our Guests

Listen now & subscribe

This episode is a must-listen for marketers looking to navigate the complexities of digital, content, and omnichannel marketing. Tune in to gain actionable insights from Diageo’s approach and learn how to create impactful content in today’s digital-first world.

Listen now on Spotify and don’t forget to subscribe for more expert-led discussions on the future of marketing. 

SOME OF OUR WORK

Creating stunning brand stories is our specialty. Watch how captured the magic for The Bar and Malts distillery tours.