Forty Creek Whisky

  • UX/UI Design

  • Front End Development

A story of accessible innovation

An award-winning Canadian whisky, and Canada’s first craft distillery.The infamous Forty Creek website pays homage to its Niagara roots and hopes to give the recognition it deserves. As the fastest-growing player in Canadian whisky, Forty Creek was acquired by Campari Group, the world’s 6th largest spirit-holding group.

Together we set on a journey to create a premium online brand identity, engaging storytelling, and a frictionless conversion funnel towards generating more online sales (CRO).

Key considerations

We facilitated multiple workshops with the experts at Forty Creek focusing on content strategy and design ideation to align the team on the fine balance between engaging storytelling and fast conversion towards a purchase.

The careful curation of the experience led to an inspiring journey based on the legacy and unique mastery of the brand with clear entry points to related products mentioned in the narrative.

Another key feature on the site was the ability to book in-person tours of the distillery where enthusiasts can submerge deeper into the Forty Creek difference.

A premium is in the details. Custom imagery, video, iconography, typography, animated interactions were all carefully crafted around the vision of the Forty Creek team.


The end result was a best-in-class e-commerce website where inspiration fuelled by a story of innovation led to strong conversions.

The visual impact and design system positioned the brand where it needed to be – Innovation inspired by nature meets premium craftsmanship.

On the technical side, the performance and load speeds continuously outperform the main competitors of the brand with similar high quality visual assets (GTMETRIX GRADE: A / 95%).