Raising The Bar with Smart Production

What happened when we mixed Diageo’s eCommerce site The Bar and our Smart Production offering? A 1545% uplift in time spent on page.

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Diageo is a global leader in premium drinks with much-loved brands like Johnnie Walker, and innovative creations like Tanqueray 0.0% on its roster.

One of its key D2C sites is The Bar, where you can buy well-known brands including Baileys, Don Julio, Guinness and more. Serving 14 markets across the globe, The Bar isn’t just about product promotion, it’s also about education and inspiration.

The Bar’s proposition is that you can elevate your at-home experience – whether you’re selecting the perfect gift, hosting at home or simply looking for cocktail inspiration. And with a bit of help from The Bar’s community of experts, the power is in your hands.


Recognising the changing landscape of how consumers discover and engage with cocktail content, the team behind The Bar knew they needed a new recipe for success.

The brief was to produce 250 short-form educational recipe videos showing people how to make their favourite cocktails at home – with each tailored to a different product landing page. A daunting task which was logistically and financially challenging for the client.

Ride Shotgun was asked to bring the recipes to life with a high-end finish, yet budget-friendly costs. The videos had to be beautiful and inspirational but still retain a relatable ‘at-home’ feel to them. With the high volume of videos needed also having to work across territories, a strategic steer was a must.


Where some agencies would quote £20K per video, making this kind of production way out of budget, The Bar needed a more scalable, cost-effective approach without compromising on quality. That’s where we came in.

First up, came the strategy, with Smart Production seen as the best way forward. From pre- to post-production, the project was meticulously planned to the very last drop. Of course, every bar calls time, so to be cost-effective, our own timings had to be clear and kept on track when delivering each asset. 

We served up high-quality video content at a fraction of the typical cost – all with a more streamlined, faster turnaround. We worked closely with the client to develop a framework that meant consistency and quality while tailoring videos to the unique recipes and international markets. 

The videos also cleverly integrated with their existing site structure and SEO strategy for a smooth user experience. In turn this meant a better content strategy, driving higher engagement and increased conversion across global eCommerce platforms.


Over the course of four days with just 10 crew members we shot 15 recipes, creating 60 stills and 220 videos. Into the mix we also included video translations to ensure usability for The Bar’s global markets, as well as audio descriptions to enhance consumer accessibility. Additionally, we created GIFs, films, and ASMR content in various lengths and formats.

The Bar team were thrilled with the content we produced, and the stats suggested that the consumers were too. Within just five days of launching our first video – The Whiskey Sour, Google Analytics revealed that the average time spent on the page soared from 11 seconds to over three minutes.

That’s a 1545% uplift in time spent on page.

Thank you so much - it all looks stunning. Please pass my sincere thanks on to everyone. The work you’ve done is really exceptional. I had all the faith in you guys going into this and I’ve been more and more impressed each day. So, thank you. ❤️

Sophie Bass , Global Content Marketing Manager -Diageo

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