Creating bespoke content platforms is an increasingly important tool for brands, something that alcohol giant Diageo have recently tapped in to with the launch of their luxury drinks portal Alexander & James.
The online platform, named after two of Diageo's famous whisky makers, is a members platform 'dedicated to fine spirits and the craft, heritage and passion that go into making them'.
An extensive online store allows users to purchase exclusive, and often bespoke spirits, while the editorial magazine features interviews from the likes of Bompas & Parr, as well as drinks trends and expert tips.
Its interesting to see an increasing number of luxury brands blurring the lines between online stores and editorial content. Check out the website here.