Diageo and UNRVLD relaunch its largest digital platform The Bar

• The Bar combines value-adding content and product information to showcase Diageo’s premium drinks brands
• Built on a composable technology stack utilising Contentful, the web platform enables a single digital ecosystem for roll out across markets globally
• Immersive digital experiences connect products to culture, celebrations and occasions: leveraging product experts and influencers to deliver authority-led content

UNRVLD is proud to announce that we have completed the first phase of the relaunch for Diageo’s largest digital platform, The Bar.

The global leader in premium drinks, more than 50 of Diageo’s top brands are showcased within The Bar, including household names such as Guinness, Pimms and Baileys as well as high-profile spirits brands including Tanqueray, Johnnie Walker and Casamigos.

UNRVLD has built the website on Diageo’s preferred composable digital technology stack, which utilises Contentful as the headless content management system for a cleaner, faster and more intuitive web experience. As a Contentful Gold Partner, we have supported Diageo with technical expertise through the architecture and build phases for this replatform project.

An example of complex commerce for a global brand owner, the project demonstrates both Diageo’s and UNRVLD’s commitment to digital excellence and delivering business outcomes. “Across four markets, 20+stakeholders, and under 12 months, it was a balancing act of data, content, technology, SEO, and design — all while managing cost, time, and ensuring measurable value for both consumers and Diageo,” explains Saira Alexander, Diageo’s Digital Product Manager for The Bar.

The replatform has delivered exactly the experience that was envisioned. Diageo Global Marketing Lead Sophie Bass explains: “From immersive brand pages to authority-led editorial content and expert-tested recipes – The Bar is designed to meet consumers where they are with content that is relevant, inspiring and easy to navigate.”

“After a year of work with the best people and partners, we have created a destination to make any occasion a celebration, with the help of our portfolio of iconic brands. This launch is a testament of what we can achieve together – with speed, collaboration, and a shared vision,” adds Megan Sirockman, Global Head of Marketing & Product for Portfolio & Platforms at Diageo.

The relaunch is just the beginning of a continuing programme of enhancements for The Bar. New markets, fresh channels, more brands, and richer content are all in the plan for the continual evolution of the platform now that it is live.

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